A Research For The Impact Of Enterprise Behavior On Consumers’ Post Purchase Behavior In The Network Public Opinion Crisis

In the era of transparency of the Internet,the role of the magnifying glass of the Internet makes any mistakes are likely to be unlimited amplification,Internet public opinion will be far-reaching.The accumulation of a large number of negative network public opinion will inevitably evolve into enterprise crisis.The product quality crisis is a watershed of the enterprise,in the era of network public opinion,the scope of its influence is greater,the impact is more far-reaching,and even fatal to the enterprise.The traditional way of crisis response has not been able to effectively solve the enterprise crisis under the background of Internet.The enterprise product quality network public opinion crisis management needs to take the new countermeasure.Therefore,this study has some theoretical and practical significance for enterprises to deal with the crisis of public opinion and the management of the crisis.In this paper,on the basis of combing and summary of the network public opinion crisis,corporate crisis response,consumer behavior and consumer perception of the relevant literature,taking the influence of enterprise network public opinion crisis response on consumer’s post purchase behavior as the research object,introducing of third party variables perceived risk,risk attitude.Through the questionnaire,combing theoretical analysis and empirical analysis。In this paper,we construct a model to analysis the behavior of Internet public opinion crisis-perceived risk-consumer purchasing behavior,to verify the mediating role of perceived risk and the moderating effect of risk attitude.the paper divided Enterprise response behavior into three scenarios to collect questionnaire,in each situation,450 valid questionnaires were randomly selected from the 550 questionnaires.Namely,each of the 150 valid questionnaires.First,through the analysis of reliability and validity,single factor analysis of variance was performed by SPSS19.0,the effects of differentIV coping behavior on consumers’ post purchase behavior were verified.Secondly,the paper uses AMOS21.0 to analyze the path of enterprise response-perceived risk-purchase behavior,to verify the mediating role of perceived risk.Finally,the moderating effect of consumer’s attitude on risk is verified by using hierarchical regression analysis.According to the statistical results,the conclusions of this study:(1)Positive commitment is the best way to deal with crisis;(2)Perceived risk plays an intermediary role in the response behavior of enterprises;(3)Consumer risk attitude plays a moderating role in perceived risk and consumer purchase behavior.At the same time,the paper provides countermeasures for enterprises to deal with the adverse effects caused by the network public opinion crisis,and puts forward some suggestions for the post consumer behavior management after the crisis:(1)The combination of network public opinion analysis and product quality crisis management,with the help of big data technology,make the network public opinion analysis run through all stages of product quality crisis;(2)From repeat purchase,premium payment and word of mouth spread of these three aspects,do a good job of consumer purchasing behavior management.The innovation of this paper:(1)Research angle.In the existing literature at home and abroad,the research of enterprise crisis coping behavior most focused on the impact on consumer purchase intention,brand equity and brand image influence;the research on the network public opinion crisis mainly focuses on the early warning of the crisis;there are few studies on the impact of Internet public opinion crisis on consumer’s post purchase behavior.(2)Research content.In this paper,the network public opinion crisis response was taken as the starting point to the consumer perceived risk change as an intermediary variable.Research on the crisis coping behavior whether or not will affect the three dimensions of consumer purchase behavior through consumer perceived risks,the influence path of enterprise network publicopinion crisis coping mode on consumer’s post purchase behavior is constructed.Through it,we can clearly understand the influence degree of each dimension.In addition,using the method of empirical research,this paper makes a study on the characteristics of the respondents.Through the form of questionnaire survey data and related processing,to further improve the theoretical results.