Considering the circumstance of productharm crisis, this article constructs a model to investigate the relationship among negative emotions, motivation, and coping behaviors based on theoretical analysis. Then it employs structure equation model to analyze the data from questionnaire survey. Anger is found to positively affect the seeking retaliation behaviors (negative WOM and switching) and seeking solution behaviors (company complaint and thirdparty complaint), but the role of helplessness is opposite to anger. The medication role of motivations (retaliation desire and recovery expectation) has also been proved. Retaliation desire can mediate relationships between negative emotions and seeking retaliation behaviors, while recovery expectation can mediate the relationships between negative emotions and seeking solution behaviors.