【摘要】 近年来,产品伤害危机频繁发生,已经成为市场常态。CSR策略是产品伤害危机后企业经常采用的响应方式,而以往研究却较少关注其效果、适用条件和心理机制。笔者结合相关理论和现实案例,提出理论模型和研究假设。为了检验研究假设,笔者通过情景实验法收集研究数据,采用2(危机类型:不可辩解型&可辩解型)×2(CSR策略:有&无)的组间实验设计进行实证研究。研究发现,(1)CSR策略能够有效提升产品伤害危机后的品牌信任;(2)危机类型会调节CSR策略的效果,与不可辩解型产品伤害危机相比,可辩解型产品伤害危机后的CSR策略的效果更好;(3)消费者满意和消费者原谅在CSR策略影响品牌信任的过程中具有完全中介作用。本文研究贡献在于证实了CSR策略修复产品伤害危机后品牌信任的作用,识别了危机类型对CSR策略效果的调节作用,揭示了消费者满意和消费者原谅的中介作用,可为企业精准设计CSR策略提供理论参考。更多还原

【Abstract】 In recent years,product harm crises become normal phenomenon in the market. CSR strategy is adopted by companies after product harm crisis. This paper put forward the research model and hypotheses based on related theories and real cases. This paper applies situational simulated method to collect data to verify the hypotheses,and uses between groups experimental design by 2( crisis type: indefensible & defensible) × 2( CSR strategy: yes & no). The results display that( 1) CSR strategy could improve brand trust after product harm crisis,;( 2) crisis type moderates CSR strategy’s effect,the effect of CSR strategy is better for defensible product harm crisis;( 3) consumer satisfaction and forgiveness have full mediation between CSR strategy and brand trust,The contributions of this paper are that,we confirm the effect of CSR strategy for repairing brand trust,identify the moderating effect of crisis type,and reveal the mediating effect of consumer satisfaction and forgiveness. These contributions provide important theoretical reference for managers to design CSR strategy.更多还原