对产品伤害危机外来根源是否事先知情隐含了当事企业过错的蓄意程度,通过现场实验方法探讨企业“知情与否”对消费者危机产品购买意愿的影响及基于感知风险的作用路径。结果发现,“知情与否”显著影响购买意愿,与“不知”相比,“知情”情形下消费者购买意愿更低,下降幅度更大;“知情与否”还显著影响消费者的风险感知水平,且其作用效应主要由感知风险中介传递。研究表明,危机响应时当事企业开展悲情公关有重要价值。
Premeditation degree of firms involved in product harm crisis can be reflected by their awareness of external causes or not before it is happened. Field experiment is used to explore how awareness or not (AON) to influence consumption intention (CI) and its functioning path. As a result, it is found that AON impacts CI significantly, and compared with that in the "awareness" situation,the CI in the "unawareness" situation is lower with larger decreased rate. Moreover,perceived risk (PR) is also found to mediate the influence of AON on CI,and most of the effect is transmitted indirectly through PR. Important potential marketing value is witnessed in this study that firms in crisis should try to show their innocent sadness to the public.