초록 열기/닫기 버튼
With security incidents due to product defects is increasing, Chinese enterprises have shown more concern toward product recalls ever since. These product recalls not only affect the safety of consumers, but also the reputation or survival of enterprises. The product recall can easily break the trust and attention of consumers. In order to keep consumers’ trust and strengthen their loyalty, enterprise should select remedial measures cautiously according to consumers’ different reactions after the recall incidents. This paper studies the relationships among product recall characteristics such as the seriousness of product recall and the controllability of enterprise, cognitive and emotional response of consumers and their retaliation behavior. Perceived risk, perceived trust and perceived betrayal were considered as mediating variables between the characteristics of product recall and consumer retaliatory behavior. Results indicate that managers need to identify the seriousness or controllability of product recall as well as the response of consumers. Companies should establish corresponding remedial measures according to the attitudinal changes as well as cognitive or emotional reactions of consumers.
