中文摘要：

结合产品伤害危机情境特点，运用理论分析构建了消费者情绪、动机和行为之间的关系模型。通过对消费者的问卷调查和结构方程的实证方法，对模型假设进行验证。结果表明，愤怒情绪对消费者寻求报复（负面口碑、转换购买）、寻求解决（企业抱怨、三方投诉）2类行为有正面影响，无助情绪的作用则正好相反。报复欲望和补救预期2种动机的中介作用也得到验证。报复欲望在负面情绪（愤怒、无助）与寻求报复之间存在中介作用；补救预期在负面情绪与寻求解决之间存在中介作用。

英文摘要：

Considering the circumstance of product-harm crisis, this article constructs a model to investigate the relationship among negative emotions, motivation, and coping behaviors based on the- oretical analysis. Then it employs structure equation model to analyze the data from questionnaire sur- vey. Anger is found to positively affect the seeking retaliation behaviors （negative WOM and switc- hing） and seeking solution behaviors （company complaint and third-party complaint）, but the role of helplessness is opposite to anger. The medication role of motivations （retaliation desire and recovery expectation） has also been proved. Retaliation desire can mediate relationships between negative emo- tions and seeking retaliation behaviors, while recovery expectation can mediate the relationships be- tween negative emotions and seeking solution behaviors.