Research On The Impact Of Brand Crisis On Customer Purchase Intention

Brand is the bridge between customers and enterprises.With the deep contact and understanding of customers,the brand has gradually established trust and dependence on the brand.Good brand image and brand reputation are also the guarantee for enterprises to gain advantages in industry competition.In reality,due to corporate decision-making mistakes or pressure from the external market environment,brand crisis events occur frequently,and the negative impact on corporate brands is enormous.After receiving the crisis information,consumers make subjective judgments and evaluate the degree of risk.This subjective judgment and risk assessment also affect their trust in the brand.Once a large number of loyal customers are lost,the business may be in trouble.After the outbreak of the crisis,how to adopt a positive response strategy to restore consumer confidence in the brand is even more important.Taking the HP computer brand as an example,this paper divides the brand crisis into product-functional crisis and value-related crisis based on the review and review of domestic and international brand crisis research literature,and uses consumer brand trust and perceived risk as mediators.Variables,establish a measurement model of brand crisis and consumer purchase intention,and make an empirical analysis based on the survey data.The conclusions drawn from the study are as follows: First,the brand crisis has a significant positive impact on purchase intention and brand trust,and has a significant negative impact on perceived risk,and product functional crisis on brand trust,perceived risk and purchase the degree of influence of will is greater than the value-related crisis.Second,the different dimensions of brand trust and perceived risk are affected by the brand crisis.In the product functional crisis experiment group,the degree of influence of product functional crisis in different dimensions of brand trust is from brand to trust,brand competence trust and brand good faith trust.The degree to which different dimensions of perceived risk are affected is,in descending order,product performance risk,physical risk,financial risk and psychological risk.In the value-related crisis experiment group,the influence of value-related crisis on different dimensions of brand trust is from brand to good faith trust,ability trust and brand quality trust.The degree of impact on different dimensions of perceived risk is,in descending order,physical risk,financial risk,product performance risk and psychological risk.Third,brand trust has a significant positive impact on customer purchase intention,while perceived risk has a significant negative impact on purchase intention.Fourth,consumer brand trust and perceived risk play a mediating role between brand crisis and customer purchase intention variables.The degree of crisis perceived by consumers affects the degree of brand trust and perceived risk,which indirectly affects customers' willingness to purchase.Combined with the research conclusions,the paper puts forward the following suggestions: pay attention to product quality,actively fulfill social responsibility;enhance consumer brand emotions,consolidate brand trust;adopt positive coping strategies to reduce consumer risk perception.