导　　师： 龚荒

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 中国矿业大学

摘　　要： 在媒体信息技术迅速发展、消费者的维权意识逐渐提高、行业之间的竞争越发激烈的今天，产品伤害危机频频发生。产品伤害危机的传播，引起消费者恐慌，造成心理不安，同时也给企业造成了负面影响。目前针对产品伤害危机的研究逐渐增多，但大多数都集中在危机事件发生之前的预防以及危机事件发生之后的修复措施，而对于修复手段实施之后消费者会产生怎样的感知，消费者是否还会继续信任企业，这将会成为我们亟待关注的课题。因此作者系统回顾和总结前人研究，探讨在产品伤害危机背景下的消费者责任归因对信任修复效能的影响。 本文通过对国内外相关研究的回顾总结，把责任归因引入信任修复的相关研究中，致力于探讨责任归因作用于信任修复效能的内在作用机理。责任归因理论的分析主要从内部性、可控性、稳定性三个维度进行，具体分析这三个维度对信任修复效能（感知可信度、修复满意度、继续信任意愿）的影响。 在实证研究中，首先，确定研究对象和实验案例，本文选择了徐州市民作为研究对象，利用真实案例进行现场研究，选取近几年发生并且影响广泛的十个案例，由网络投票最终确定四个符合要求的案例；其次，数据收集，本文主要采用调查问卷的形式进行数据收集，利用成熟量表结合本文具体情况进行修改，先试调研进行信效度分析后，开始正式调研收集数据；最后，数据分析，本文利用SPSS对数据进行信效度分析，然后利用违犯估计和正态性检验对数据进行异常值处理，最终利用AMOS进行模型拟合和路径分析，采用Preacher/(2004/)设计的Spssmacro脚本进行中介效应检验。 研究结果发现：（1）责任归因的三个维度对感知可信度的影响是不一致的，消费者对危机事件的内部性归因和稳定性归因� Along with the rapid development of the media information technology, thegradually improving consumers' rights protection consciousness and the increasinglyfierce competition between industry, the product-harm crisis frequently occurs.Spread of product-harm crisis caused consumer panic and psychological anxiety, butalso had a negative impact to the enterprise. The current study of product-harm crisisgradually increased, but most of them are focused on crisis prevention before theevents and the repair measures after crisis event, However, after the implementationof restoration means, consumers will produce what kind of perception, whetherconsumers will continue to trust companies, which will be our urgent concern.Therefore, this paper on the basis of systematically reviewed and summarized ofprevious studies, discussed efficiency mechanism of consumers responsibilityattribution model on confidence repair under the background of the product-harmcrisis. Based on the review of related research at home and abroad, this paperintroduced the responsibility attributed to the studies of trust restoration, anddedicated to the discussion on the internal mechanism of responsibility attributionmodel on the trust repair efficiency. Responsibility attribution theory mainly analyzesfrom three dimensions: the inside, controllability and stability, and the impact of thethree dimensions on trust repair efficiency /(perceived credibility, repair satisfactionand willingness to continue to trust/). In the empirical research, first of all, determine the object of study andexperiment, this paper chose the Xuzhou citizens as the research object, used real casefor field studies, selected ten cases which occurred in recent years and had extensiveinfluence, finalized four cases conform to the requirements by the network voting;Secondly, data collection, this paper mainly took the form of a questionnaire for datacollection, modified the sophisticated scales think of the specific circumstances of thisarticle, analyzed the reliability and

关 键 词： 产品伤害危机 责任归因 感知可信度 修复满意度 继续信任意愿

领　　域： [经济管理] [经济管理]