Research On The Effect Of Responsibility Attribution And Affection On Recovery Expectation Under Product-Harm Crises

In recent years, there were many product harm crises happened in China , many researches of product harm crisis had been done by foreign researchers, but there were few research of product harm crisis in China , especially about the recovery expectation of consumer after the product harm crises ,and there would be some problems if we use foreign research results directly ,so, it is necessary to do the empirical research and rich the theory of recovery expectation according the existing product harm crisis theory and recovery expectation theory.It will bring consumers the loss of material and spiritual when a consumer encounter product harm crisis, then it involved expectations of recovery when the consumer seek the balance to his losses. Consumers will experience different emotional responses under different crisis situations, what is expected to be the link between emotional reactions and expectation of recovery. Therefore, this study focused on the situations of external attribution and internal attribution and situational attributions respectively, and the impact on their emotions and expectation of recovery.Put forward the hypothesis based on the theoretical analysis, and models was verified through empirical research, here are the basic conclusions: Consumer suffered from the product harm crisis, external attribution, internal attribution and situational attribution circumstances ,the level of recovery expectation dropped gradually , while consumers who will have a strong feeling of anger, frustration, and regret; when consumers attributed to external circumstances, the higher of external attribution ,the more consumers expected anger and the higher level of recovery expectation , the feelings of anger is expected to fully mediated between the external attribution and the recovery expectation; in the case of internal attribution, the higher the internal attribution, the more regret consumer experienced and the lower expectation of recovery.