中文摘要：

采用多案例研究法，从媒体视角对产品伤害危机中企业反应策略问题进行研究。通过对八个案例1385篇新闻报道的研究发现，危机类型影响反应策略使用及新闻数量变化模式；危机类型、企业反应策略、媒体特征因素显著影响新闻态度及篇幅；可辩解型危机中，媒体特征因素对反应策略与新闻态度、篇幅之间关系有调节作用。研究结论为企业了解新闻媒体如何报道危机提供了有价值的参考，是对消费者认知视角产品伤害危机研究的有益补充。

英文摘要：

Adopting multi-case study method, this paper studies the response strategies of enterprises in the process of crisis from the perspective of media. By studying 1385 news reports of 8 cases, this research has the following findings. Crisis type has a significant influence on response strategy use and the changing model of news amounts. Crisis type, enterprise response strategy and media feature have a significant influence on news attitude and news length. In defensible crisis, media feature has a moderating effect on the relationship between response strategies and news atti rude,and the relationship between response strategies and length. The research conclusions provide valuable references for enterprise＇ understanding of how new media report crisis. It is a useful sup- plement for product harm crisis research in the consumer cognitive perspective.