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论文编号：	5505
作者编号：	2120112425
上传时间：	2013/6/9 12:08:18
中文题目：	产品伤害危机下消费者的恐慌情绪和感知风险研究
英文题目：	Study on Panic Emotion and Perceived Risk of the Consumer Based on Product Harm Crises
指导老师：	杜建刚
中文关键字：	产品伤害危机;恐慌情绪;感知概率;客观概率
英文关键字：	Product Harm Crises;Panic Emotion;Perceived Probability;Objective Probability.
中文摘要：	近年来，伴随着企业在市场中的激烈竞争，产品伤害危机如瘟疫般在各行各业中蔓延。产品伤害危机的爆发具有突发性和蔓延性，它不仅会给危机企业带来灭顶之灾，而且会对消费者的身体和心理产生伤害，直接导致顾客产生失望、恐慌甚至愤怒等消极情绪，造成顾客流失，最终影响企业的声誉和品牌形象。本文站在情绪视角，运用风险即情绪模型、情绪启发式等理论，探讨消费者的恐慌情绪是否会作用于其对危害的风险感知，即消费者主观上感知到的危机产品对人体造成危害的可能性，是否会放大客观上危害发生的可能性。这在已有的研究中尚未见到，在理论和实践上都具有很大的创新性。通过实施三个实验，本文得到以下结论：第一，产品伤害危机发生后，作为危机产品的卷入消费者，在恐慌情绪的作用下，感知到的危机产品对自己身体造成伤害的主观概率显著大于伤害发生的客观概率，即卷入消费者的感知概率对客观概率具有放大作用。第二，产品伤害危机发生后，作为第三方群体的无卷入消费者（旁观者），在恐慌情绪的作用下，感知到的危机产品对卷入消费者身体造成伤害的主观概率显著大于伤害发生的客观概率，即无卷入消费者（旁观者）的感知概率对客观概率具有放大作用。第三，产品伤害危机发生后，与卷入者越熟悉，无卷入者（旁观者）产生的恐慌情绪就越多，感知到的危机产品对人体造成伤害的感知概率便会越高。即与卷入者越熟悉，无卷入者（旁观者）的感知概率对客观概率的放大作用越明显。第四，当危害程度较低时，低卷入度消费者的恐慌情绪大于高卷入度消费者；其感知概率也大于高卷入度消费者。即当危害程度较低时，消费者对危机产品的卷入度越低，其感知概率对客观概率的放大作用越明显。当危害程度较高时，高卷入度消费者的恐慌情绪大于低卷入度消费者；其感知概率也大于低卷入度消费者。即当危害程度较高时，消费者对危机产品的卷入度越高，其感知概率对客观概率的放大作用越明显。
英文摘要：	In recent years, with the more and more fierce competition between different enterprises in the market, product harm crisis spread like a plague in all walks. Due to the sudden onset and the spread of the crisis, the product harm crisis will bring not only catastrophe to the enterprises, but also the physical and psychological damage to consumers. Consequently, a direct outcome of customer’s negative emotions such as frustration, panic, and even anger, will result in the loss of customers, and eventually affect the corporate reputation and brand image. Standing on the emotional perspective, the authors will use Risk-as-Feelings hypothesis and the affect heuristic theory to discuss whether consumers’ panic will affect their risk perception, that is, whether the likelihood of harm subjectively perceived by consumer will expand the objective probability of the fact. This has not been seen in the existing researches, so it has great innovation both in theory and in practice. Through the implementation of three experiments, the study came to the conclusion as follows: Firstly, after product-harm crisis, as the involved consumers, their perceived probability of critical products’ harm is much larger than the objective probability of the event occurring. Therefore, after product-harm crisis, involved consumers’ perceived probability has an amplification effect on the objective probability due to the impact of panic. Secondly, after product-harm crisis, as the third-party groups, non-involved consumers’(bystanders) perceived probability of critical products’ harm is much larger than the objective probability of the event occurring. Therefore, after product-harm crisis, non-involved consumers’ (bystanders) perceived probability has an amplification effect on the objective probability due to the impact of panic. Third, the more familiar with involved consumers, the larger panic of non-involved consumers (bystanders) will have, thus due to the impact of panic, the perceived probability of critical products’ harm to human body is greater. That is, when more familiar with involved consumers, the amplification effect of non-involved consumers’ (bystanders) perceived probability on the objective probability will be more obvious. Fourthly, when the objective probability was low, lowly involved consumers’ panic was larger than that of highly involved ones; the result for perceived probability was the same. Therefore, the lower the involvement for consumers, the more panic they will have, thus due to the intermediary impact of panic, the perceived probability of critical products’ harm to human body is greater. That is, when objective probability is relatively low, the lower the involvement for consumers, the more obvious the amplification effect of their perceived probability on the objective probability will be. When the objective probability was high, highly involved consumers’ panic was larger than that of lowly involved ones; the result for perceived probability was the same. Therefore, the higher the involvement for consumers, the more panic they will have, thus due to the intermediary impact of panic, the perceived probability of critical products’ harm to human body is greater. That is, when the objective probability of product-harm crisis is relatively high, the higher the involvement for consumers, the more obvious the amplification effect of their perceived probability on the objective probability will be.
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