| 消费者对产品风险信息的反应及营销启示 |
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| 引用本文： | 李辉,常慧敏,张璇.消费者对产品风险信息的反应及营销启示[J].上海市经济管理干部学院学报,2010,8(2):27-33. |
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| 作者姓名： | 李辉 常慧敏 张璇 |
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| 作者单位： | 青岛大学,山东,266071 |
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| 摘 要： | 探求消费者对产品风险信息反应的影响机理对企业营销活动意义重大。但是，国内相关理论研究的文献几近空白。通过对国外相关研究的主流理论脉络进行梳理，可提出针对我国营销实践的建议，并可对未来研究方向进行预测。
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| 关 键 词： | 产品风险信息 功能 风险理论 瓦朗斯一致性理论 风险识别理论 |
The Marketing Inspiration on Consumer Responses to Product Risk Information |
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| LI Hui,CHANG Hui-ming,ZHANG Xuan.The Marketing Inspiration on Consumer Responses to Product Risk Information[J].Journal of Shanghai Economic Management College,2010,8(2):27-33. |
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| Authors: | LI Hui CHANG Hui-ming ZHANG Xuan |
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| Institution: | LI Hui,CHANG Hui-ming,ZHANG Xuan(Qingdao University,Sh,ong 200433) |
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| Abstract: | To explore the mechanism of consumer response to product information has a great significance for marketing activities of enterprises.However,theoretical research relevant to literature is almost blank in our country.Based on this,the paper make a simple sort on the mainstream theories of foreign studies sort and make recommendations of our marketing in practice.Finally,we do a research direction of the future. |
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| Keywords: | product risk information function/risk theory Valence congruency theory risk discrimination theory |
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