中文摘要：

危机溢出效应是当前研究热点之一,而相似性是溢出效应研究的关键变量。现有实证研究结论表明,相似性较高时,既可以引起负面溢出,也可以引起正面溢出,却没有揭示其原理。为了解决该问题,笔者区分属性相似性和品牌相似性,采用2（属性相似性：高＆低）×2（品牌相似性：高＆低）×2（危机严重程度：高＆低）的组间实验设计,通过情景实验法收集研究数据,探讨两类相似性对溢出效应的影响,研究溢出效应的发生机制。研究发现：在属性相似性低的情况下,如果品牌相似性越高,那么危机对竞争品牌的正面溢出越强,即引发竞争效应;在属性相似性高的情况下,如果品牌相似性越高,那么危机对竞争品牌的负面溢出越强,即引发传染效应;危机严重程度调节了相似性对溢出效应的不同影响;心理风险中介了相似性对溢出效应的影响。本研究及其成果的贡献在于区分了两类相似性对溢出方向的影响,构建了溢出效应的预测模型,可为竞争企业有效预测危机溢出方向提供理论参考。

英文摘要：

Crisis spillover effect is one of hot spots in the current research,and similarity is the key variable on research of spillover effect. The existing empirical research shows that when the similarity is at high level,it can not only cause negative spillover,but also can cause positive spillover. But no existing empirical research revealed its principle. To solve this problem,we distinguish attribute similarity and brand similarity,adopt between groups experimental design by 2（ attribute similarity： high low） × 2（ brand similarity： high low） × 2（ crisis severity： high low）,collect data by applying scenario experiment method to explore the effect of similarity on spillover effect of crisis,and we further discuss mechanism of the spillover effect. The results are as following：（ 1） With the low similarity of product attributes,the higher the brand similarity is,the more positive spillover effect to competing brands occurs,which triggers competitive effect.（ 2） With the high similarity of product attributes,the higher brand similarity is,the more negative spillover effect to competing brands occurs,which triggers contagion effect.（ 3） Severity degree of crisis moderates the effect of interaction between product attribute similarity and brand similarity on spillover effect.（ 4） Psychological risk mediates the effect of interaction between the attribute similarity and brand similarity on spillover effect. Our contribution is that we distinguish the different effects of two types of similarity on spillover effect,and construct the prediction model of spillover effect,which provides important theoretical reference for competitive companies to effectively predict direction of crisis spillover.