The Impact Of Enterprise Coping Strategies On Consumers' Purchase Intention Under The Context Of Product Harm Crisis

In our social life, with the development of technology and the increasingly strictregulatory measures, the risk of product harm crisis is in a trend of high incidence. It is very important to take appropriate coping strategies to deal with the product harm crisis. The appropriate coping strategies can effectively eliminate the negative impact of product harm crisis. However, few scholars have studied how the product harm crisis affects the moral cognition of consumers, especially in the face of the brand after the crisis. Similarly, how the enterprise's response to the crisis affects the consumer's moral cognition, also has the scholar to explore.This paper defines the types of product harm crisis from two perspectives: attribution theory and moral judgment theory. Then the research defines the product category and puts forward the research framework and hypotheses, and draw lessons from previous research, discussing the influence of enterprise coping strateg on consumer purchase intentionin product harm crisis situations. In this paper, we use the simulation experiment method, It uses two(indefensible product harm crisis vs. defensible product harm crisis) by two(daily necessities vs. durable goods) by four(defensive response vs. accommodativeresponse vs. silence response vs. mixedresponse) in the between-subjects design.The data is collected by means of questionnaire.We use SPSS software to analyze the data.The findings of paper research:(1)Indifferent types of product harm crisis situation,enterprises have to adopt different coping strategies to deal with the product harm crisis. In the face of indefensible product harm crisis, The optimalcoping strategy of the enterprise isaccommodativeresponse; In the face of defensible product harm crisis, The optimalcoping strategy of the enterprise is defensible product harm crisis and mixedresponse.(2) Moral judgment plays an intermediary role in the response of the enterprise coping strategies.The moral judgment consumer is more higher, consumers' willingness to buy product is higher; The moral judgment consumer is more lower, consumers' willingness to buy product is lower.(3) In indefensible product harm crisis of defensive response and accommodativeresponse situation,product categories play a significant impact on consumers, purchase intention; In defensible product harm crisis, product categories also play a significant impact on consumers,purchase intention.In view of the above research, this paper puts forward the corresponding management suggestions. Firstly, the enterprise must analyze the product harm crisis type, taking the best coping strategy; Secondly, the product category should be taken into account, when the coping strategy is carried out. The enterprise should take appropriate way to cooperate with the optimal strategyimplement. Finally, Managers should treat a product harm crisis as an ethical issue and attempt tounderstand moral perceptions of consumers.