产品危机事件中消费者责任归因的作用机制研究

Abstract

Abstract:

Causal Attribution, which plays a dominant role in consumers' cognition of productharm crises, not only determines the crises' accountability and its degree but also functions as an important guidance to crisis response. Based on Cues Utilization Theory, this essay chooses selfmonitoring and brand image respectively as personality and situational variables, constructs the model of consumers' causal attribution mechanism, which is then tested with Structural Equation Modeling (SEM), and discovers two ways of consumers' causal attribution: personality attribution and situational attribution. Finally, the findings are discussed and some suggestions on management are given.

Key words: causal attribution, self-monitoring, perception of brand image, cognitive dissonance, product-harm crisis

CLC Number:

F270

References

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On Consumers' Causal Attribution Mechanism in Product-harm Crises

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