中文摘要：

消费者口碑是影响消费者态度的重要信息源。本研究检验了产品危机过程中口碑方向对消费者态度的影响。通过对两次实验数据的分析，我们发现关于产品危机的口碑方向能显著影响消费者态度，而负向口碑比正向口碑的影响力显著要大，即存在“负向信息效应”。企业对危机处理后，处理方式会影响到口碑方向“负向信息效应”的大小，处理方式体现的企业努力程度越低，“负向信息效应”越大。同时我们检验了产品危机过程中口碑方向对消费者态度的影响机制，发现在危机发生而消费者没有接触到企业处理方式的信息时，感知风险是口碑方向影响消费者态度的部分中介变量，而当消费者接触到企业处理方式的信息后，感知风险和负向情绪都是口碑方向影响消费者态度的部分中介变量。

英文摘要：

Word-of-Mouth （WOM） communication is an important source of information that influences consumers＇ attitude in the market. In this paper, we focused on the impact of valence of WOM on consumer attitude during a product harm crisis. Through two experimental studies,we found that WOM communication of the crisis could lead to consumer attitude to change toward the target brand. Valence of WOM had a significant effect on consumer attitude,and consumers showed a greater attitudinal change in response to negative WOM compared with positive WOM, which was called ＂negativity effect＂ . We found the way in which firms responded to a crisis would influence the negativity effect. In low-effort response, negativity effect was greater than that after high effort response. We also examined the mechanism under which valence of WOM influences consumer attitude during a product-harm crisis,and found perceived risk was a mediator in two studies with negative emotion only having mediating effect in study 2.