张莹—-网络负面信息对补救期望影响实证研究.docVIP

网络负面信息对消费者补救期望影响的实证研究 Empirical Study on Negative Internet Information’s Influence Towards Customers’ Crisis Recovery Expectations 摘要 近年来，产品伤害事件频繁发生, 此现象也引起了学者的广泛关注及研究。而随着信息技术的发展，互联网用户量的急剧攀升，互联网在产品伤害危机背景下的信息传播起到了不可替代的重要作用。因此，研究产品伤害危机背景下消费者在面对不同类型网络负面信息时的补救期望对提高企业危机管理能力、促进社会经济稳定具有重要意义。本研究运用实验经济学方法，探讨农产品伤害中网络负面信息类型对消费者补救期望的影响，以及消费者的解释水平对二者关系的调节作用。研究结论如下：面对中心型网络负面信息，消费者更期望纠正性补救措施；面对边缘型网络负面信息，消费者则更期望信息性和情感性补救措施，而消费者的解释水平对于网络信息和补救期望之间的关系起到了部分调节作用。 关键词 产品伤害，解释水平，负面信息，补救期望，社会交换理论 Abstract Product-harm crises（PHC）frequently happen in recent years and this phenomenon has attracted many scholars’ attention. What’s more, with the development of information technology and the number of internet users, internet has played an irreplaceable role in information dissemination during PHC. Therefore, the study on customer’s different expectations of crisis recovery in face of different types of negative internet information is of much significance towards enterprises’ crisis management capacity and economic stability. In this study, the method of experimental economics is used to explain the relationship between negative internet information types and customers’ crisis recovery expectations as well as the regulation function of the customers’ construal level. The results show that customers will have more expectations on corrective remedy when they face central negative internet information while have more expectations on informative and emotional remedy when they face the periphery negative internet information, and that the customers’ construal level regulates the relationship partially. Key words Product Harm Crisis, Construal Level, Negative Information, Expectation of Crisis Recovery, Social Exchange Theory 引言 近年来，产品伤害事件频繁发生（如雀巢奶粉含碘超标、肯德基含有苏丹红、三聚氰胺危机、以及双汇瘦肉精等事件），这也引起了学者的广泛关注及研究。根据中国互联网络信息中心发布的第31次中国互联网络发展状况统计报告，80%左右的网民将互联网作为信息来源的重要工具[1] , 越来越多的消费者在进行消费决定前倾向于寻求网络信息的帮助。不同于线下信息的传播，网络信息传播更迅速，范围更广阔，任何一则网络信息都有成千上万位潜在的接受者并且该信息可能被不断转发，再传播[2]，网络信息的影响力不容忽视。那么产品伤害事件下，消费者面对纷繁复杂的网络负面信息会采取怎样的