An Empirical Research On Enterprise Promotion Strategy Influence On Consumer Purchase Intention After Product Harm Incident

Product harm incident broke out frequently in recent years, such as the2013Nongfu spring standard events, Taikang hepatitis B vaccine event, Fonterra Botox and so on. The product harm incidents that broke out in a certain extent can hurt consumer health and mental health, it will also damage the enterprise brand image and reduce the enterprise’s market share. Weibo and micro letter with its characteristics of transmission immediacy, interactivity make product harm incident faster and more widespread. Once consumers know the relevant information of product harm incident, consumer trust will instantly reduce, perceived risk will increase. Based on solving the problem, this paper discusses how to avoid consumers’ perceived risk, carry outing the promotion strategy to win the trust of consumers in order to cope.Therefore, this paper design four groups of different marketing strategies (price promotion, promotional gifts, product advertising, enterprise advertising), with a defensible product harm incident as the research object using the empirical research method. That puts forward the research model of enterprise promotion influence on consumer purchase intention on the basis of literature review at home and abroad. Among them, the promotion strategy is served as independent variable, purchase intention as dependent variable, perceived risk and consumer trust as the intermediate variable. And then this paper discusses whether enterprise marketing strategy could influent consumer purchase intention after a product harm incident. Not verify the effect of a single promotion strategy, but to find out what kind of strategies will produce positive far-reaching influence on consumers’ purchase behavior among four different sets of sale promotion strategies. The study refers to two variables of consumer trust and perceived risk, analyzing how enterprise promotion strategies influence consumer trust and perceived risk.The paper studies the effect of different promotion strategy impact on consumer purchase intention. Through data analysis, it is concluded that after product harm incident, the enterprises’ advertising and price promotions have a significant influence on consumers’ perceived risk, consumer trust and purchase intention. Compared to the product advertising, enterprise advertising can win consumers trust and reduce risk better; promotional gifts make consumer perceived risk lower and purchase intention more intense that price promotion. After product harm incident, and male consumers’ trust is more than women, female consumers’ perceived risk is more than the male; Young consumers’ trust is higher than the elderly and young children, and young and middle-aged consumers’perceived risk is lower than the elderly and children.Finally, according to the research conclusion, this paper puts forward management implications and points out the limitations of the study and the prospect for further research.