Research Of Difference In Consumers’ Purchase Intention In Various Categoires Of Product Harm Crisis

Authoritative organization of an excuse type product injury crisis after the verdict,consumer products for crisis prevention has a strong psychological crisis, this product maynever withdrawn from the market; Authoritative organizations can excuse type product injurycrisis clarification and notarization, consumer products to crisis will produce different degreeof forgiveness, the enterprise through the market to take measures can also make products tosurvive; But in a crisis of the initial stage, the cause of the crisis is not clear, the crisis has notbeen clear responsibility, consumers do not know what happened, eyes mist. At the same time,different kinds of product damage crisis and have different characteristics, sometimes thedifference is very big. For instance, cosmetics if occurrence quality problem, the most scaremost should be women; If it is food appeared quality problem, the whole country, men andwomen, old and young will feel life is threatened. In this case, the different types of productdamage crisis its crisis products and the fate of the business will be how? Consumer productsto the crisis is to continue the approval or denial completely? The process is very complicated.In addition, different types of product damage crisis to crisis product "brother products" andhow to influence, the impact is there a difference? It is also worth discussing.This article in view of the above two big problems, on the basis of previous studiescontinue to improve the research, by measuring the two kind of product damage crisis"perceived customer risk" and "the customer purchase intention" to compare the twovariables in responsibility has not yet clear, different types of products for customers topurchase damage crisis the influence of difference, and the brand is not with the quality ofsimilar products in the customer purchase intention, namely spillover effect of difference.Based on the theoretical analysis, empirical analysis and statistical analysis methods arerelated literature review, model structure Construction and data collection and analysis.Through a series of research, the three assumptions all verified.1.In the outside world public opinion to liability not yet clear product injury crisis report,consumer’s perception of food risk than to daily shopping goods of the perceived danger.2.In the outside world public opinion to liability not yet clear product damage reports ofthe crisis, consumers to buy food Buy intend to lower than on daily shopping goods purchase intention of the lower level.3.Food crisis with brand products to the other not suspected of quality problem of thesimilar products of negative spillover Effect of choose and buy more products.