Observer Effects Of Government Punishment Under The Background Of Product Harm Crisis

Nowadays product-harm crisis occurs frequently. It not only caused serious losses to the enterprise, but also endangered the vast consumers' health. How to implement effective control of product quality and safely, becomes the key issue needed to be solved by the government departments. In recent years, reports of punishment of crisis events also repeatedly appeared in the media. But there is rarely no scholar who studyed the direct deterrent effect of punishment on the enterprise in crisis and studyed the effect of punishment on other enterprises' harmful products production decisions.Given that the latter is more conductive for the government to prevent and control product-harm crisis,this article will use it as the research theme.From the perspective of social network and the observers' perception, this article researches after products-harm crisis the impact of government punishment on the other enterprises' harmful products production decisions in the industry. Observers' perception of the government punishment includes two dimensions: perceived severity and perceived fairness. Based on social learning, fairness heuristic, and social network theories, this article constructed a researching framework of the observer effects of government punishment. This research uses experiment method, uses the actual survey data as samples, uses SPSS 19.0 to do descriptive statistical analysis, reliability and validty analysis, at last uses ANOVA to test the proposed hypotheses.The results show:(1) observers' perception of severity can negatively affect their harmful products production decisions;(2) observers' perception of fairness can negatively affect their harmful products production decisions;(3) industry representation of the disciplined enterprise moderated the effect of observers' perception of severity on their harmful products production decisions, specific as follow, when the industry representation of the disciplined enterprise is high, no matter observers' perception of severity is high or low, observers' harmful products production decisions have no difference, when the industry representation of the disciplined enterprise is low, if the observers' perception of severity is higher, the possibility of observers' harmful products production decisions will be lower;(4) political relations moderated the effect of observers' perception of fairness on their harmful products production decisions, specific as follow, when observers' political relations are good, no matter observers' perception offairness is high or low, observers' harmful products production decisions have no difference, when observers' political relations are not good, if the observers' perception of fairness is higher, the possibility of observers' harmful products production decisions will be lower.These results, in theory, from the perspective of product-harm ciris prevention, fill up a blank about the deterrent effect of government punishment on the observers, provide a new perspective for the research of product-harm crisis. In practice, provide reference and advice for the government about how to reduce observers' harmful products production decisions through punishment.