Study On The Attribution Of Responsibility On The Efficiency Of Consumers Trust Repair Under The Product-harm Crisis

Along with the rapid development of the media information technology, thegradually improving consumers’ rights protection consciousness and the increasinglyfierce competition between industry, the product-harm crisis frequently occurs.Spread of product-harm crisis caused consumer panic and psychological anxiety, butalso had a negative impact to the enterprise. The current study of product-harm crisisgradually increased, but most of them are focused on crisis prevention before theevents and the repair measures after crisis event, However, after the implementationof restoration means, consumers will produce what kind of perception, whetherconsumers will continue to trust companies, which will be our urgent concern.Therefore, this paper on the basis of systematically reviewed and summarized ofprevious studies, discussed efficiency mechanism of consumers responsibilityattribution model on confidence repair under the background of the product-harmcrisis.Based on the review of related research at home and abroad, this paperintroduced the responsibility attributed to the studies of trust restoration, anddedicated to the discussion on the internal mechanism of responsibility attributionmodel on the trust repair efficiency. Responsibility attribution theory mainly analyzesfrom three dimensions: the inside, controllability and stability, and the impact of thethree dimensions on trust repair efficiency (perceived credibility, repair satisfactionand willingness to continue to trust).In the empirical research, first of all, determine the object of study andexperiment, this paper chose the Xuzhou citizens as the research object, used real casefor field studies, selected ten cases which occurred in recent years and had extensiveinfluence, finalized four cases conform to the requirements by the network voting;Secondly, data collection, this paper mainly took the form of a questionnaire for datacollection, modified the sophisticated scales think of the specific circumstances of thisarticle, analyzed the reliability and validity after the trial research, then began theformal investigation of collecting data; Finally, data analysis, this paper used SPSS fordata reliability and validity analysis, and used violate estimation and normality test toprocess data abnormal value, and ultimately used AMOS model fitting and pathanalysis, and used the Preacher (2004) SPSS Macro script to test the mediating effect.The results showed that:(1) Impact of three dimensions of responsibility attribution on the perceived credibility is inconsistent, consumers to internalattribution and stability attribution of crises has a significant role in the perceivedcredibility and has a negative impact, the controllability attribution has no significanteffect on the perception of credibility.(2)The stability of attribution has a significantimpact on repair satisfaction; Internal and controllable has no significant effect torepair satisfaction, the reason may be due to controllable and internal resistance are onthe path of perceived credibility to influence restoration satisfaction, which requiresvalidation studies of subsequent scholars.(3)The consumer’s judgment ofcontrollability has significant Eco tropic impact on the judgment of internal andstability attribution.(4)Perceived credibility and repair satisfaction have a significantimpact on the willingness to continue to trust and repair satisfaction exists mediatingeffect between the perceived credibility and willingness to continue to trust.