摘要
聚焦全球多国市场不同产品召回方式,从公平感知偏差视角对全球市场产品召回双重标准,即一视同仁和区别对待展开分析。通过两个实验及来自中国和美国样本的对比分析,结果发现:与参照国的消费者相比,当事国的消费者对一视同仁和区别对待两种召回方式所产生的公平感知、决策合理性感知和品牌评价的正向差异都更大。与西方文化背景下的美国消费者相比,东方文化背景下的中国消费者对一视同仁和区别对待两种召回方式所产生的公平感知、决策合理性感知和品牌评价的正向差异都更大。研究结论不仅有助于完善全球市场产品召回应对策略相关理论,而且还将为全球市场产品召回提供重要的参考和指导。
Focusing on the different product recall patterns in the global markets,this paper conducts an analysis of the double criteria of product recall,i.e.,the equal treatment and the differential treatment,in global markets from the perspective of biased perception of fairness.Through the two experiments and a contrastive analysis between the samples from China and America,the findings show that,compared with the consumers in the reference country,the consumers in the country involved have a rather bigger positive difference in their perception of fairness,perceived decision-making rationality and brand evaluation generated from the two recall patterns of the equal treatment and the differential treatment.Compared with American consumers in the context of western culture,Chinese consumers in the context of oriental culture have a much bigger positive difference in their perception of fairness,perceived decision-making rationality and brand evaluation generated from the two product recall patterns of the equal treatment and the differential treatment.This research conclusion can not only be conductive to perfecting the relative theory for the product recall coping strategy in the global markets,but also provide important reference and guidance for the product recall in the global markets.
作者
王新刚
李祖兰
WANG Xin-gang;LI Zu-lan(Zhongnan University of Economics and Law,Wuhan 430073;Wuhan University,Wuhan 430212,China)
出处
《江西财经大学学报》
CSSCI
北大核心
2022年第2期12-27,共16页
Journal of Jiangxi University of Finance and Economics
基金
国家自然科学基金面上项目“品牌丑闻跨国非对称溢出效应研究:国家形象构成要素视角”(71572193)。
关键词
产品召回
一视同仁
区别对待
公平感知
product recall
equal treatment
differential treatment
fair perception
