以往对产品危机的研究关注的是危机特征及企业对危机的响应特征等微观层面的因素如何影响消费者的感知。本研究则开创了另外一种视角,把微观的产品危机嵌入在宏观的社会背景中,探索宏观层面信任水平如何影响消费者对产品危机的感知。研究结果表明宏观层面信任水平的两个维度——制度信任水平和行业信任水平都能产生一定的影响,但影响机制有所差异。其中制度信任水平既能直接影响消费者对产品危机的危险性感知和企业负责任程度的感知,也能通过企业信任水平的部分中介效应而产生间接影响;而行业信任水平只能通过企业信任水平的完全中介效应对这两个变量产生影响。研究还发现制度信任水平和行业信任水平都能够正向调节企业信任水平对企业负责任程度感知的影响,但在企业信任水平对危机危险性感知的影响中没有调节效应。 Previous research on product crisis focused on how the micro-level factors such as the characteristics of the crisis and the response characteristics of the enterprise to the crisis influenced consumers’ perceptions. This study opens up another perspective, embedding the micro-product crisis in a macro-social context and exploring how the level of trust at the macro level affects consumers’ perception of the product crisis. The results show that the macro-level two levels of trust - institutional trust and industry trust levels can have some impact, but the impact of mechanisms vary. The level of institutional trust can not only directly affect consumers’ perceived danger of product crisis and corporate responsibility, but also indirect influence through part of intermediary effect of corporate trust level; while the level of industry trust can only be achieved through the level of corporate trust The complete mediation effect has an impact on these two variables. The study also found that both the level of institutional trust and the level of industry trust can positively influence the level of corporate trust on the level of corporate responsibility, but there is no regulatory effect on the level of perceived risk of corporate trust.