中文摘要：

遵循归因理论和“刺激-加工-反应”（S-O-R）理论的研究逻辑,本文系统探讨了群发性产品危机背景下服务补救策略对消费者宽恕意愿的影响机制,并对失误归因的差异化调节机制进行了分析。通过将补救策略细分为功能型补救和经济型补救两种类型,揭示了产品危机后企业采取不同的服务补救策略对消费者宽恕意愿影响程度的差异。通过两个实验研究发现：就补救策略而言,危机后经济型补救策略相较于功能型补救策略对消费者宽恕意愿具有更强的正向影响;消费者移情在危机后服务补救策略对消费者宽恕意愿的影响中发挥中介作用;失误归因不同时,消费者移情对消费者宽恕意愿的影响存在差异。研究结论为群发性产品危机涉事企业有效进行危机管控提供了决策启示。

英文摘要：

Followlng the basic logic of attribution theory and ＂stimulus-organlsm-response＂ theory, this article systematically discusses the influential mechanism of service recovery strategy on consumer forgiveness intention under clustered product crisis as well as the different moderating effect of error attribution. Through dividing service recovery strategy into functional and economic stypes, this article demonstrates different influence of service recovery strategy on consumer forgiveness intention after product crisis. Through two experiments, we find that for service recovery strategy, economic service recovery has more positive effect on consumer forgiveness intention than functional service recovery. Consumer empathy plays mediation effect between service recovery and consumer forgiveness intention. When error attribution is different, the influence of consumer empahty on consumer forgiveness intention is different. The conclusion provides decision-making implication for enterprises which invloved in clustered product crisis.