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产品伤害危机的频繁爆发,已经使消费者对企业能力产生了严重的信任危机。本文选取手机行业为研究对象,采用实验情境法,从企业社会责任角度,揭示了产品伤害危机中四种企业反应策略对消费者感知企业能力的影响。研究结果表明:在企业反应的选择上,无论企业采取积极还是消极的企业社会责任策略,积极承担责任都是最优选择,而在积极企业社会责任中,企业采取坚决否认和强制召回策略并无显著差异。
The frequent outbreak of product injury crisis has caused consumers to have a serious crisis of trust in their business capabilities. This article selects the mobile phone industry as the research object and adopts the experimental situation method to reveal the impact of four kinds of business response strategies on the consumer-perceived ability in the product injury crisis from the perspective of corporate social responsibility. The results show that: in the choice of business response, regardless of whether the enterprise adopts a positive or negative corporate social responsibility strategy, it is the best choice to assume responsibility actively. However, in the active corporate social responsibility, the firm adopts a firm denial and mandatory recall strategy Significant differences.