对产品伤害危机外来根源是否事先知情隐含了当事企业过错的蓄意程度,通过现场实验方法探讨企业“知情与否”对消费者危机产品购买意愿的影响及基于感知风险的作用路径。结果发现,“知情与否”显著影响购买意愿,与“不知”相比,“知情”情形下消费者购买意愿更低,下降幅度更大;“知情与否”还显著影响消费者的风险感知水平,且其作用效应主要由感知风险中介传递。研究表明,危机响应时当事企业开展悲情公关有重要价值。 Whether the external source of product injury crisis is prior knowledge implies the deliberate degree of fault of the enterprise, and discusses the influence of enterprise “know or not ” on the purchase intention of consumers’ crisis products and the action path based on perceived risk through the field experiment. The results showed that “Informed or not ” significantly affected the purchase intention, compared with “I do not know ”, “Informed ” the case of consumers less willing to purchase, a greater decline; “Informed or not ”, It also significantly affects consumers’ level of risk perception, and its effect is mainly mediated by perceived risk intermediaries. The research shows that it is of great value for the undertakings to carry out public relations of tragedies in crisis response.