摘要：“如何”实施企业社会责任（CSR）策略以修复产品伤害危机（PHC）是理论界与实务界亟待解决的重要问题。本文立足于中国社会环境，从消费者的CSR怀疑视角出发，结合“说”与“做”两个要素，实证研究了PHC下消费者感知企业CSR修复策略的心理机制与影响因素。研究结果表明：相较于强调“公共服务动机”，企业主动曝光“企业服务动机”更有利于品牌危机修复；CSR怀疑部分中介企业CSR动机的自我曝光对品牌危机修复效果的作用过程：CSR行为调节了企业CSR动机的自我曝光与CSR怀疑的关系及CSR怀疑的中介效应；最后，相较于公德，私德更有利于降低CSR怀疑，促进危机修复。本文的研究结论为企业合理有效地开展PHC后的CSR策略具有一定理论价值及实践指导意义。

Abstract: The “how” of implementing corporate social responsibility (CSR) strategies to repair product harm crisis (PHC) is an important issue that needs to be addressed by both theoretical and practical communities. Based on the Chinese social environment, this paper empirically investigates the psychological mechanisms and factors influencing consumers’ perceptions of corporate CSR repair strategies in PHC from the perspective of consumers’ CSR skepticism, combining the elements of “saying” and “doing”. The results of this study show that: The proactive exposure of “corporate service motives” by corporate are more conducive to brand crisis repair than “public service motives”. CSR skepticism partially mediates the effect of CSR motivation for self-exposure on brand crisis repair. CSR behavior moderates the relationship between CSR motivation for self-exposure and CSR skepticism and the mediating effect of CSR skepticism. Finally, private morality is more conducive to reducing CSR skepticism and facilitating crisis repair than public morality. The findings of this paper are of theoretical value and practical guidance for corporates to carry out CSR strategies after PHC in a reasonable and effective manner.