中文摘要：

本文以汽车产品召回为研究背景，将严重程度和召回策略作为自变量，构建了产品召回中消费者心理反应机制的概念模型，分析了不同召回情境对消费者的负面情绪、感知风险、产品态度及购买意愿的影响。结果表明：产品缺陷的不同严重程度和不同的召回策略对消费者造成不同程度的影响。在发生严重的缺陷召回时，消费者的负面情绪和感知风险会更高，产品评价和购买意愿会更低；在发生不严重的产品召回时，消费者的负面情绪和感知风险会相对较低，产品评价和购买意愿会比严重召回时要高。

英文摘要：

Based on automobile product recall as the research background, severity degree and recall strategy as independent variables, the conceptual model of consumer＇ s psychological reaction mechanism in product recall is constructed in this study. Influence of different recall situation on consumer＇ s negative emotions, perceived risk, product attitude and purchasing intention are analyzed. The results show that the severity of product defects and different strategies of recalls cause different degrees of impact on consumers. In the event of a serious product defect, the consumer＇ s negative emotions and perceived risk will be higher, and product evaluation and purchase in tention would be even lower. In the event of unserious product recalls, consumer perception of risk and negative emotions are relatively low, while product evaluation and purchase intention are higher.