A Study On The Risk Communication Mechanism Of Product Harm Crisis

In the process of manufacture or production sale, the enterprise maybe encountered all kinds of problems. If the enterprise solved the problem as soon as possible after finding the quality problem, this maybe just an internal management issue. But if the quality problem is reported by the media, it possibly turned into a product harm crisis. In the life cycle of the enterprise, most of them may encounter the product harm crisis, which not only cause loss to the enterprises themselves, but also even cause harm to the consumers. With the rapid development of the network and the universal application of more network communication tools, the reports of the issue of product quality on the network are not uncommon. Because the information dissemination has the extensive, timely, participatory characteristics, so it has great differences with the information dissemination of the traditional channel media, which requires enterprise cannot follow the inertia of thinking and the traditional response mode to handle the product harm crisis in the network environment.At present, the previous researches of product harm crisis mainly focus on moderating factors which have the impact on the crisis dissemination effect, and the researches of the risk communication mechanism also focus on the individual characteristic, the mass media, and the network dissemination structure and so on. Based on the previous researches, the paper takes21crisis events which are all about the food and drug as the research subject and analyzes the characteristics of the risk communication mechanism of the product harm crisis under the network context.Firstly, author collected the related news and online reviews about the21product harm crisis events in some news portal websites. Taking the21product harm crisis events as subject, author use the statistical methods to analysis the statistical regularities and the characteristics of the news reports and online reviews. We find that the number of online reviews about the crisis events not all show the significant relationship with the number of news reports in time. The number of online reviews is impacted significantly by the number of the news reports on the whole. In addition, in the crisis event, the majority of internet users show a tendency to not purchase the product of the crisis brand, but the purchase predisposition of internet users in each event there is a big difference.Secondly, taking the Shuanghui event as example, the paper divides online reviews into three categories: positive online reviews, negative online reviews and rational online reviews. Based the Vector Auto Regression, we use the Granger Causality, Generalized Impulse Response Function, the variance decomposition to analyze the dynamic relationship of the three categories of the online reviews, and find that the positive and rational have a positive impact on the negative reviews, and the contribution of the positive reviews to the change of negative reviews number is more than the rational reviews.Finally, the paper summarizes and analyzes the response ways and paths qualitatively which the21enterprises used in the product harm crises, and use the nonparametric tests to analyze the impact of the crisis type on the tendency of the online reviews and the purchase intention of them. This paper found that companies usually use one or more crisis response way in the product harm crisis that belong to the same type. In addition, the paper also finds that the crisis type has significant impact on the online reviews intention and the purchase intention.