Reserch Of Consumers’ Purchase Intent In Defensible Product Harm Crises

In recent years, with the increasingly rapid development of economic and the continuous change of people’s environment and living standard, a series of crisis in this society also continuely erupt, which comes to the public eyes. The crisis event continues to occur not only in the government departments, but also in all walks of life. In this case, some of the products does not exist the corresponding defects or damage, but through this, it turns to the result of declining sales, stagnation or maintain the status quo, which make it worth pondering the problem of enterprises. Meanwhile, many enterprises also do not live in the perspective of consumers and think in personal considerations in order to face the crisis event. According to their enterprises’reputation, it is important to recognize what kind of coping strategies is the right way that the consumer can accept and the impact of the event can be reduced. It is known that the vital interests of consumers really close to the crisis events. Therefore, the research on product harm crisis that has a very practical significance for the small and large enterprises in China.This paper uses the research method of literature and experimental which combines with experimental research, makes the research hypothesis proved by the empirical researches. Experimental study real product crisis case background will be used in experimental study, which draws the research conclusion through different experimental groups on the control variable settings. This study bases on the literature review, introduces the attribution of responsibility as an intermediary variable, In order to research the influcence of the consumer attribution of responsibility in different crisis coping strategies,the future consumers’purchase intention, as well as the effect of different coping styles on attribution with different corporate reputation.It draws a conclusion within the investigation and analysis of the questionnaire to measure the variable data. The conclusions show as follows:1、The more actively enterprises take measures, the more perhaps consumers tend to attribute the crisis to the control point outside the enterprises.2、The more actively enterprises take measures, the more perhaps consumers tend to attribute the crisis to be uncontrollable.3、The more perhaps consumers tend to attribute the crisis to the control point outside the enterprises, the higher purchase intention consumers have.4、The more perhaps consumers tend to attribute the crisis to be uncontrollable, the higher purchase intention consumers have.5、The enterprises that is common but not have a good reputation should stand out and actively take responsibility.