Product Failure Impact On Consumer Sentiment As Well As Repeat Purchase Intention

There still lack empirical research about how the time of product defects affect customer's emotion and behavior intention. Therefore, this research focuses on this question. Based on the reviews of abundant literature, the thesis summarizes the research production home and abroad. Meanwhile, the model and hypotheses are put forward.A total of 300 students (42.9%male) participated in the test. This paper collects research data through questionnaires investigating to personal computer. SPSS are adopted to do the reliability and validity analysis, factor analysis, confirmatory factor analysis, regression analysis, variance analysis and hypotheses.The first, this research studies on how the time of product defects affect customer emotion; The second, this research studies on how the time of product defects affect customer's behavior intention; The third, this research studies on how customer's emotion affect customer's behavior intention; The fourth, this research studies on how customer's attribution affect customer emotion; The fifth, this research studies on how customer's attribution affect customer's behavior intention.The conclusions are following as:1,The time of product defects has a significant influence for customer's emotion.2,The time of product defects has a significant influence for customer's repurchase intentions.3,There is a positive correlation between the customer's motion and customer's repurchase intentions.4,Attribution has a positive regulating role, whether between the time of product defects and the customer's emotion,or between the time of product defects and customer's repurchase intentions.For conditions and time limits,this thesis has some limitations. There is no discussion about the emotion's intermediary role between the time of product defects and repurchase intention. In further study, this can be an interesting research topic.