产品伤害危机属性对横向溢出效应的影响研究——产品相似性和企业声誉的调节作用

产品伤害危机不仅会降低危机产品的销售，还可能负面影响非危机产品，形成横向溢出效应。文章归纳提出产品伤害危机危害性、责任性、无德性、违约性和频发性等五个主要属性，探索这五个属性对产品伤害危机横向溢出的影响，并识别出企业声誉和产品相似性两个重要的调节变量。研究发现，危害性、无德性和责任性较高的产品伤害危机更容易产生横向溢出，企业声誉和产品相似性仅能调节部分产品伤害危机属性对横向溢出的影响，并且它们具有双重调节作用。

The Impact of Product Harm Crisis Attributes on the Horizontal Spillover Effect:The Moderating Effect of Product Similarity and Corporate Reputation

The product harm crisis not only reduces the sale of crisis products, but is also likely to cause negative impact on non-crisis products, and lead to a horizontal spillover effect. Based on literature analysis it is proposed that the harmfulness, accountability, immorality, default and contingency are the important attributes of product harm crisis. This study explores their impact on the horizontal spillover effect, and finds that corporate reputation and product similarity are the two major moderator variables. The empirical results show that product harm crisis with high harmfulness, immorality and accountability might lead to horizontal spillover effect more easily; meanwhile, corporate reputation and product similarity only partially moderate the impact of product harm crisis on the horizontal spillover effect, and their two-fold moderating effect is significant.