The Mechanism Research Of The Influence Of Product-harm Crisis On Consumer Trust And Corporate Reputation

Because of the frequently broke out of Product-harm crisis,consumers have been come out severe crisis of confidence to the enterprise ability,products and service,corporate reputation and etc.As the bridge of transaction behavior between trust and trusted,trust has been cracked under a barrage of crisis hit.The theme that what measures to take can get a minimum loss when a company in product-harm crisis always has been a hot topic of scholars both at home and abroad.While the topic that if corporate social responsibility could become a strategic resource to release the negative effect of corporate reputation caused by crisis is also the problem that we will discuss in this paper.For the research of these questions,we select the severity of crisis and corporate reaction to crisis as the independent variables,consumer trust and corporate reputation as the dependent variables,and we also introduce perception of enterprise competence for mediation variable,and corporate social responsibility for moderating variable to build structural model.We use the empirical analysis to discuss the relationship between the variables.This paper selects the mobile phone industry as the research object,and use the method of experimental condition between groups(2×4×2)to simulate product-harm crisis.We use structural equation model to verify hypothesis and the relationship between variables.And we also use SPSS 21.0 software to get mean multiple comparison between groups for corporate social responsibility,corporate reaction and corporate ability.Through the comparison between means in different groups,we discuss which corporate reaction could be the optimal choice in high and low CSR situation.Through the construction of the structural equation model,the study found that crisis severity has no significant effect on the perception of corporate ability and consumer trust,while corporate reaction has significant effect on perception corporate ability,consumer trust and corporate reputation.Consumer trust and corporate reputation in this model are indirectly affected by corporate reaction via the mediation of perceived corporate ability.While perceived corporate ability doesn't have mediate effect on the relationship between crisis severity,consumer trust and corporate reputation.The influence of corporate reaction on perceived corporate ability is moderated by corporate social responsibility.While the influence of crisis severity on perceived corporate ability is not moderated by corporate social responsibility.For thechoice of corporate reaction,super efforts is always the optimal choice no matter in positive CSR condition nor negative CSR condition.While in the positive corporate social responsibility,there is no significant difference for corporate to take denial or involuntary recall strategy.The above research not only give an theoretically explains of the influence mechanism of crisis severity and corporate reaction on consumer trust and corporate reputation,but also shows us that corporate social responsibility has a strategic role in product-harm crisis.Also the research gives theoretical support for the problem how to choose the right corporate reaction for corporate in product-harm crisis.