The Impact Of The Crisis Severity And Response Strategies On Consumer Attitudes And Behavior

Food safety related to the corporate conscience, government regulation andmany other issues, the paper based on the perspective of corporate crisiscommunication; apply on the theory of situational crisis communication andexperimental method to explore the crisis severity, crisis response strategies of theimpact on consumer attitude and behavior.The study found that: the higher the severity of the crisis lead to higherconsumer attribution of responsibility, and lower purchase intention. Responsestrategies of the different degree of responsibility to consumers due to the enterprisewill have a significant difference due to the crisis level, the crisis is less severe, toshirk its responsibility to reduce the extent of consumers attributed to the enterprise,recognize the apology is to increase its corporate responsibility attribution; the crisisis more serious, shirk their responsibilities but to make consumers attributed thedegree of increase in the enterprise. Responsible strategies still be able to producehigher than shirk responsibility Corporate Reputation evaluation and purchaseintention.