商业经济与管理
商業經濟與管理
상업경제여관리
Business Economics and Administration
2015年
4期
63~73
,共null页
产品伤害危机情境 感知风险 响应主体 企业社会责任 品牌信誉
產品傷害危機情境 感知風險 響應主體 企業社會責任 品牌信譽
산품상해위궤정경 감지풍험 향응주체 기업사회책임 품패신예
situation of product-harm crisis; perceived risk; response body; corporate social responsibility; brand credibility
产品伤害危机,对企业仅是一场＂突发＂危机,对社会却是一场＂人造＂灾难,不仅引起公众心理恐慌,更导致消费者感知风险倍增。因此,认知产品伤害危机情境下消费者感知风险的发展规律并有效化解之,成为学界的研究热点之一。文章在对相关文献进行系统梳理基础之上,首先界定消费者感知风险的概念和构面,接着重点分析危机的性质、危机企业因素、危机响应主体、危机产品类型、心理距离和消费者特征等影响消费者感知风险的因素及企业化解感知风险的短期和长期策略,最后指出研究成果的不足之处并有针对性地提出未来的研究方向。
產品傷害危機,對企業僅是一場＂突髮＂危機,對社會卻是一場＂人造＂災難,不僅引起公衆心理恐慌,更導緻消費者感知風險倍增。因此,認知產品傷害危機情境下消費者感知風險的髮展規律併有效化解之,成為學界的研究熱點之一。文章在對相關文獻進行繫統梳理基礎之上,首先界定消費者感知風險的概唸和構麵,接著重點分析危機的性質、危機企業因素、危機響應主體、危機產品類型、心理距離和消費者特徵等影響消費者感知風險的因素及企業化解感知風險的短期和長期策略,最後指齣研究成果的不足之處併有針對性地提齣未來的研究方嚮。
산품상해위궤,대기업부시일장＂돌발＂위궤,대사회각시일장＂인조＂재난,불부인기공음심리공황,경도치소비자감지풍험배증。인차,인지산품상해위궤정경하소비자감지풍험적발전규률병유효화해지,성위학계적연구열점지일。문장재대상관문헌진행계통소리기출지상,수선계정소비자감지풍험적개념화구면,접착중점분석위궤적성질、위궤기업인소、위궤향응주체、위궤산품류형、심리거리화소비자특정등영향소비자감지풍험적인소급기업화해감지풍험적단기화장기책략,최후지출연구성과적불족지처병유침대성지제출미래적연구방향。
Product-harm crisis is only a＂sudden＂crisis to the enterprise,but an＂artificial＂disaster to the society,which not only causes public panic,but also leads to the dramatic increase of the consumer＇s perceived risk. Therefore,it becomes an urgent academic issue to identify the crisis development and its resolution. Based on systematic analysis of the relevant literature on consumers＇ perceived risk,we first define the concept of the consumer＇s perceived risk and its dimensions,then analyze the factors influencing consumers＇ perceived risk in dangerous situation,such as the nature of the crisis,the enterprise,the response body,the crisis product type,the psychological distance and the consumer characteristics,and propose specific strategies for the enterprise to reduce the perceived risk. Finally,we put forward the shortcomings of these researches and point out the direction of future research.
