Research On The Consumer Confidence And Behavior After Product Harm Crisis

The issues of product safety are related with human health and happiness. The quality of products not only is closely related with the consumer's survival and interests, but also reflects the level of product safety of a country and affects the international trusts. With the high frequency of product harm crisis events, the consumers'positivity and confidence have been severely affected, and the enterprise and its market have also been hit significantly. It is the primary task to rebuild the consumers'confidence to the product in the strategy of recovery after product harm crisis.The studies on product harm crisis have focused on crisis prevention and crisis treatment, while the study on the recovery of the market in the stage of post-crisis is less. The studies on consumer confidence have focused on the conditions about food safety, lacking researches in the consumer confidence to product. Consult large number of documents and references, summarize them in detail, and then look for the breakthrough point of the research on product harm crisis and consumer confidence.From the viewpoint of consumers, this paper will analyze and research the factors of consumers' confidence and positivity of their behavior, combining with related literature, giving suggestions in the recovery strategy. With the research point of consumer psychology, study the factors affecting consumer confidence; with the main line of information and perception, discuss the process of the formation of consumer confidence and decision-making of their behavior. And using the method of Logistic regression analysis based factorial analysis, select the most important variables, obtain the characteristics factors and then form the theory about product harm crisis management based the viewpoint of consumer confidence.