Abstract The occurrence of product injury crisis will cause psychological and physical harm to consumers, so it is necessary to study the behavior in appealing consumer rights under this situation. This study took the social media as data source and the product harm crisis as research object, and aimed to study the influencial factors and the specific interactive mechanism of consumer rights in product harm crisis. After collecting the posts related to the product-harm events of cars from the forum Auto Home, a systematic theory called grounded theory was applied to analyze the posts of the forum. Moreover, theories such as planned behavior, organizational support etc. were introduced to construct an influencial factor model of consumers’ right-safeguarding act in automobile product harm crisis, and a concrete analysis of interactive mechanism was made after that. The conclusion indicated that the main factors influencing the intention of consumers’ right-safeguarding contains rights attitude, subjective norm and perceived behavioral control. Actually, the intention of right-safeguarding was influenced by the regulating effect of organizational support, and thus affected the production of the actual behavior of right-safeguarding. Accordingly, the study provided several strategies and referencing suggestions from the aspects of both car owners and government to ensure consumers’ legal rights and interests.
2016, Vol. 13 
