企業發生產品召回事件對企業品牌權益可能造成重大衝擊，但是企業可以透過與消費者溝通重獲消費者信任。有關產品召回的議題，多數研究大多著重在產品召回管理策略的探討，鮮少有針對消費者對於危機事件、對企業回應方式的實際感受及其反應來進行的研究。本研究透過文獻回顧與對三位專家進行深度訪談後，整理出影響消費者對汽車業之產品召回危機回應策略偏好的因素，並以聯合分析法探討車主在汽車產品召回時，產業回應策略的認知偏好情形。本研究已便利抽樣方式蒐集資料，總計回收283份有效問卷，主要針對經歷產品召回的車主進行問卷之發放。實證結果顯示，發生危機時，企業具有亮眼外表的發言人，並以積極態度處理危機事項，較能爭取消費者好感，但在面對高度與低度危機時，消費者偏好發言人管理位階較高者；在中度危機時，若該公司從未有過召回經驗，消費者接受中階位階發言人負責回應即可。

Product recalls have a significant impact on a firm's brand equity. There are always opportunities for the firm to communicate with the consumers and to gain their confidence, regardless of the severity of the recall. Concerning product recalls issue, a number of researchers have investigated businesses' responsive adjustments in managing the recall process. However, there has been a lack of studies related to consumers' thinking about the event and why it happened basing on the brand's communications before, during and after the crisis.Based on the extensive literature, this study developed several factors related to consumers' preferences for a firm's response strategy and used a naturalistic qualitative approach, collecting opinions and the evaluations of alternatives from three experts. Therefore, conjoint analysis was used to study the response strategy preferences among consumers of the automobile industry. We used convenience sampling method with full-profile approach and collected a total of 283 available questionnaires. The primary criterion for selecting subjects was that they all had cars and experienced product recalls. The results demonstrated that the semblance attraction of the spokesman and proactive attitude in dealing with crisis issues have the definite influence on customers' positive purchase intention. But consumers prefer senior manager as the spokesman in the high or low crisis environment. In contrast, consumers in the middle crisis environment prefer middle manager as the spokesman if the firms never recalled their products before.