The Influence Of Corporate Crisis Public Relations On Consumer Ambivalence Attitude And Purchase Intention

Consumer ambivalence attitude means that consumers have both positive and negative cognitive evaluation and emotional experience of the target in the consumer situation,which not only affects the impression of the consumer on the enterprise brand,but also affects the consumer's purchase intention.The development of product-harm crisis research provides a new direction for the study of consumer attitude and behavior intention.On the basis of combing consumer ambivalence attitude,product-harm crisis and crisis corresponding strategy,advertising appeal and other related theories and research,this paper uses the experimental method to manipulate consumers' ambivalence attitude.This paper discusses the influence of crisis public relations on consumer ambivalence attitude and purchase intention,we hope we can provide reference and help for corporate crisis public relations.In order to explore the impact of crisis corresponding strategies on individuals with different ambivalence attitude,experiment 1 was carried out by a pretest-posttest design,and it was found that the individuals with low ambivalence attitude were more affected by defense strategies.The negative and ambivalence attitudes are significantly decreased and the purchase intention is higher.For the individuals with high ambivalence attitude,both negative and ambivalence attitude are decreased after accepting the reconciliation strategy and the defense strategy,positive attitude and purchase intention have no significant difference.In order to further study the impact of crisis public relations on ambivalence attitude and purchase intention,experiment 2 adds advertising appeal factors to the experiment 1.The results show that: for the individuals with low ambivalence attitude,after accepting the defense strategy and rational advertising appeal,The positive attitude of the individual increased significantly,the negative and ambivalence attitude also decreased significantly,and the individual purchase intention was higher under the rational advertisement appeal,the positive attitude of the individual under different corresponding strategies and advertising appeal was higher for the high ambivalence attitude individuals.Negative attitude and ambivalence attitude are all changed,but under emotional advertising,positive attitude changes significantly,negative attitude and ambivalence attitude have no significant difference,and there is no significant difference in purchase intention under different corresponding strategies and advertising appeal.To sum up,this study shows that,for different crises,enterprises should adopt different strategies to carry out crisis public relations,and individuals with low ambivalence attitude are more affected by the types of corresponding strategies.Moreover,the effect of crisis public relations will be better if advertising is added after the crisis corresponding strategy.This study also found that high ambivalence attitude did not promote the individual to conduct elaborative processing of information.