责任不清的产品伤害危机中良好品牌声誉的作用分析与实证

责任不清的产品伤害危机中,原有良好品牌声誉能够发挥保护作用,削弱危机的负面影响。基于反说服过程模型和归因理论,作用机制包括三方面:信息接受过程,增加了消费者对信息可靠性的质疑;信息评估过程,影响消费者对原因属性认知倾向于无责性、非故意性和偶然性;信息影响过程,通过抑制负面信息的外溢效应,保护企业内部其他类产品安全性不受质疑。最终,在耐用和非耐用两类产品的情景模拟实验中检验证实:原有良好品牌声誉通过降低信息可靠性、责任归因、稳定性归因和抑制危机负面溢出效应发挥了保护作用,而意图性归因未发挥中介作用。

An Empirical Analysis on the Impact of the Good Brand Reputation on Unclear Responsibility Product-harm Crisis

In a unclear responsibility product-harm crisis, the original good brand reputation can play a protective role in weakening the negative impact of the crisis. Based on the anti-persuasion process model and attribution theory,the mechanism contains three aspects：the acceptance process of information,which increases consumers’doubts about the reliability of infor-mation;the evaluation process of information,which affects consumers’attributions to the cause of non-accountability,unin-tentional and accidental;the impact process of information,which inhibits the spillover effects of negative information to pro-tect the safety of non-crisis products from being challenged. Eventually, the scenario simulation experiments of both durable and non-durable products verify that the good brand reputation plays a protective role by lowering the reliability of information, attribution of responsibility,attribution of stability and suppressing the negative spillover effects of the crisis,while the attribu-tion of intentionality does not play a mediating role.