基于扎根理论的消费者责任归因认知偏见研究

采用扎根理论的研究方法,分析了从网络渠道收集的有关三聚氰胺事件中消费者对于该事件责任归因的认知的相关言论资料,在此基础上分析了消费者对于该事件的责任归因的认知影响因素和作用机制,研究发现中国消费者的一些与该事件无关的固有认知偏见影响着消费者对于该事件责任归因问题的认知。本文对于认知偏见的产生原因进行了探讨与分析,并提出了三个假设。

A Study on Consumer′s Cognitive Biases of Attribution of Responsibility Based on Grounded Theory

This study uses grounded theory as research method to analyze the comment data of consumers collected from network,which is about their cognitions to the responsibilities attributing to melamine incident.Based on that,factors that influence cognition and mechanism of consumers′ attributions of responsibility for the incident are analyzed.The research shows that,some inherent social prejudices of Chinese consumers which have nothing with the incident affect consumers′ cognitions to the attribution of responsibility for the incident.In this paper,causes of cognitive biases are discussed and analyzed,and three hypotheses are proposed.