Study On The Impact Of Enterprise Brand Reputation And Coping Strategies On Consumers' Purchase Intention

In recent years,China's dairy harm crisis events have constantly increased,which not only causes serious losses to the enterprise,but affects the purchase intention of consumers to dairy products.Due to effective Internet information communication,product information grasped by consumers is more and more rich,information related to harm crisis events of agricultural products can timely be obtained by consumers,which makes negative news of the enterprise expand in the society.It is worth noting that in real life,similar dairy harm crisis events may have an opposite media network reaction,which will affect consumer to form different purchasing intention and take different buying behavior,the specific influence factors are worth studying.Many researchers at global enterprises analyze the negative effect of harm crisis of products from crisis type,corporate crisis response,brand reputation,attribution of responsibility.Although research results are fruitful,there still some deficiencies: most research on product harm crisis are relatively broad,but there are less research on agricultural product harm crisis.As a very important component of agricultural products,there are less research on harm crisis of dairy products.The research starts from events or enterprises,and is lack of research on purchase intention of consumers.Taking the dairy industry as an example,this paper studies effect of countermeasures adopted by enterprises to purchasing intention of consumers as well as builds the corresponding theoretical models.Through the experiment,the paper adopts design of 2(brand reputation: high brand reputation vs.low brand reputation)x 3(corporate response strategies: defense strategy vs.reconciliation strategy vs.silence strategy),2(brand reputation: high brand reputation vs.low brand reputation)x 2(negative public opinion consistency: negative public opinion consistency vs.negative public opinion inconsistency),questionnaires are issued first,then models are tested and demonstrated through the statistics and analysis data,finally conclusions are summarized and related suggestions are put forward.The study has found that:(1)After occurrence of dairy products harm crisis,brand reputation may cause significant effects on consumers' perceived risk.(2)After occurrence of dairy products harm crisis,the enterprise adopts the same tactics.For enterprises with high brand reputation,consumers' perceived risk is smaller.(3)After occurrence of dairy products harm crisis,the enterprise adopts the same tactics.For enterprises with high brand reputation,consumers' purchasing intention is higher.(4)Negative public opinion consistency plays the role of regulation in brand reputation and perceived risk.(5)In the dairy harm crisis,the perceived risk has the mediation effect.Besides,on the basis of the above conclusion,importance of coping strategies and brand reputation for the enterprise is analyzed after occurrence of dairy products harm crisis,related suggestions and management implications are put forward.