由於產品設計趨於複雜，政府單位與公司嚴格把關產品品質，加上媒體的監督下，使得有害性產品的企業危機(Product-harm crises)層出不窮。根據2010年美國消費品安全委員會(Consumer Product Safety Commission)網站公告表示，其有害性消費產品申訴已多達400起案件。對於此議題的探討，國外學術研究投入較多資源。
近年來，透過經濟部標準檢驗局商品安全資訊網的揭露，可得知台灣亦有知名品牌的除濕機、洗碗機、電暖器等自願召回與強制召回的資訊。然而，台灣的學術界卻鮮少投入該議題之研究。
本研究目以奶茶為例，實驗設計為方法，探究一般消費者對有害食品報導之反應，包括對事件責任之歸咎、對公司之不信任感、以及後續消費行為之影響。所探討的因子則包括事件對身體傷害之輕微/嚴重度、高/低公司商譽、以及公司主動/被動式的回應策略，因此是一2×2×2 三因子的實驗設計。
實證結果顯示，三項因子對於消費者的反應皆有顯著影響：其中，輕微事件、高商譽、與主動式回應策略，對被報導公司之傷害--包括責任歸咎、對該公司之不信任感、與對該公司後續消費意願與形象的傷害--顯著較低。另外，商譽與公司的回應策略具有顯著交互作用：在降低公司的不信任感與後續購買意願及形象傷害的效果比較上，低知名度採取主動策略者所獲得的效果，比高知名度採取主動策略者所獲得的效果，顯著較佳。最後，雖然公司商譽可消弭一些消費者對事件的責任歸屬，但有害食品事件仍會顯著影響公司形象與消費者後續購買意願。因此，對於有害食品報導，公司應採取積極、主動的回應策略，並需嚴格管控品質管理計畫，避免有害產品事件的發生。

Product-harm crises occur ever more frequently and visibly due to the increasing complexity of products, stringent scrutiny by manufacturers and policy makers, and demanding customers, as well as vigilant media. According to information revealed by the U.S. Consumer Product Safety Commission, over 400 products were recalled in 2010 due to safety concerns. As a result, researchers and practitioners have explored the theory and practices for product-harm crisis preparation and response.
There are many product-harm crises in Taiwan, but existing academic journals relating to them are lacking in contrast to foreign countries. Using milk tea as the experimental example, this study investigates three factors: low and high firm reputation, passive and proactive firm’s response strategies, and mild and severe level of event severity, which impact consumers’ blame attribution, distrust and reaction due to food product-harm publicity. The research procedure therefore constitutes a 2×2×2 three way experimental design.
The results demonstrate that the main effects of firm reputation, response strategies, and the severity of event are significant. Most importantly, the interaction of firm reputation and response strategies indicates that negative impact on distrust and purchase intention for a company with a low reputation could be mitigated when the company takes a proactive strategy. When a company encounters a product-harm crisis, market penalties would decrease if a responsible response is initiated.
Since food products strongly relate to consumers’ health, consumers blame the company for product-harm crises no matter what the reputation or response is. As a result, the best approach for a company is to have an aggressive plan of product quality and safety prevention in place.

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