产品危机事件中消费者责任归因的作用机制研究

责任归因在消费者的产品危机认知过程中居于主导地位，它不仅决定了危机的责任归属与责任程度，而且必将对危机处理实践引发重要的启示。文章以线索利用理论为基础,以自我监控、品牌形象感知分别作为人格特质和情境变量，构建了消费者责任归因的作用机制模型，并运用结构方程模型方法进行了验证，进而发现了“特质归因”和“情境归因”两条消费者责任归因路径，最后对研究结果进行讨论并指出相应的管理启示。

On Consumers'Causal Attribution Mechanism in Product-harm Crises

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.