Research Of Effect Of Corporate Response Strategies On Consumer Purchase Intention In Product Harm Crisis

In this society, product harm crisis occurs even frequently. When facing these crises, Enterprise often can not respond timely and effectively. When product harm crisis occurs, different companies have adopted different coping strategies, which lead to different results. Some enterprises made the situation worse and worse, sales dropped faster and faster, and even got to bankrupt; other enterprises has not been affected, but also continue to grow. On the other hand, product-harm crisis directly affect the consumers, the consumer’s reaction is critical for businesses. In this case, the enterprise must be from the consumer point of view, to develop effective strategies to deal with crisis.This paper is based on product-harm crisis, referred to domestic and foreign scholars those determined the content of this study, established a research model and hypothesized and made empirical analysis. Based on attribution theory, the research instructed customer attribution as mediating variables, in the context of product-harm crisis to research the influence companies coping strategies made on consumer purchase intention. Through situational setting, it will describe the different coping strategies, as a basis for grouping survey, and validate this model of corporate response strategies---customer attribution--consumer purchase intention by counting and analyzing of the data.This paper included six parts in total. The first part is an introduction of the current situation of product-harm crisis, and a brief discussion of the research background, which presents the research content and purposes, as well as research ideas and methods. The second part is relevant to the study of theoretical research. This part included the variables related to the product-harm crisis, such as companies coping strategies, attribution theory and consumer purchase intention to make the theory foundation for empirical research. The third part is about the research model and hypotheses. This part proposed hypothesis based on review of the literature. The fourth part is about the research design and variable measurement. In the Summary of the previous studies of scholars’ at home and abroad, this part determined the situational settings and questionnaires. The fifth part statistically analyzed the data from the large sample survey to verify hypotheses, and made the following conclusions:when product-harm crisis occurs, the more active companies are. then the more intense consumer’s willingness to buy is; enterprises coping strategies affect customer attribution, and also affects consumer purchase intention. To cope with the product harm crisis, companies should take customers’attribution into consideration and deal with the crisis timely and effectively.Finally, it’s discussions and suggestions. According to the study’s conclusions, this part made suggestion on future research, and also gave some suggestion to companies which are facing the product harm crisis. In this paper, the innovation points are as follows:(1)The first is innovation in research point. This paper does the research of product harm crisis from the perspective of consumer. This article analyzes how the response strategy to product harm crisis affects on consumer purchase intention by quantitative research methods.(2)The second is to introduce customer attribution as mediating variables. Scholars at home and abroad have introduced the attribution theory into the marketing, but in view of the product harm crisis, the research in the impact of customer attribution on consumer purchase intention is not yet mature, the mediation role of customers attribution in the relationship between enterprise strategy and consumer purchase intention has not been confirmed and research of this paper maybe make up for the incompleteness of the related theory.(3)In the backgrounds of having no way to do field survey of enterprise product harm crisis, this paper adopts the method of scene settings to do questionnaire through the different situation of the enterprise strategy set, and complete the required research.