产品伤害信息来源可信度对感知风险的影响

摘要

通过引入心理学领域中“心理距离”的概念，本文探索了产品伤害危机事件下信息来源可信度对消费者认知和评价的影响。研究发现报道产品伤害危机的媒体可信度越高，消费者的感知风险越强；消费者对产品伤害危机事件的心理距离，能调节来源可信度对消费者感知风险的影响。由于心理距离中空间距离、时间距离和社会距离维度起同样的作用，距离的增大都能削弱产品伤害危机信息来源可信度对消费者感知风险的影响，这就为企业界提升产品危机沟通能力、挽回消费者信任提供了一个新的视角。%By introducing the concept “psychological distance” in the field of psychology , this paper examines the effect of source credibility on consumers′cognition and evaluation in product -harm crisis.The results show that the more reli-ability of media reporting product -harm crisis, the more violent perceived risk that consumers own; the psychological distance that consumer to the product harm crisis can moderate the effect that information source credibility on consumers ′perceived risk .This article also finds that the space distance , time distance and social distance work in the same way as psychological distance , increasing distance will impair the influence of information source credibility on consumers ′per-ceived risk , which provides a new angle of view for the business community to improve product crisis communication a -bility, and restore consumers′confidence.