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本文研究不同产品伤害危机事件类型下不同补救策略的效果。根据中国传统文化中“情—理—法”的评价标准将产品伤害危机事件分为违法型、违理型和违情型三种类型。研究发现,纠正性补救对三类危机事件具有较好效果,对违法型危机应该采取纠正性、情感性和信息性补救策略,对违理型危机事件应采取纠正性和信息性补救策略,对违情型危机事件应采取纠正性和情感性补救策略。无论采取何种补救措施,外控者比内控者的补救效果更好,品牌承诺度高的消费者补救效果也更好。
This article studies the effects of different remedial strategies under different product injury crisis types. According to the evaluation criteria of “emotion - reason - law” in Chinese traditional culture, the product injury crisis is divided into three types: illegal type, illegal type and illegal type. The study found that corrective remedies have good effect on three types of crisis events, corrective, emotional and informational remedial strategies should be taken for illegal crises, corrective and informational remediation strategies should be adopted for violent crises, Unfair Crisis Events Corrective and emotional remedies should be adopted. Regardless of the remedial action taken, external controls are more effective at remediation than internal controls and consumer remediation at high brand promise is better.