The Demonstration Study For The Impact On The Oversea Consumer's Willingness Of Buying The Small Home Appliance Which Is In Safety Crisis Situation

The safety crisis usually relate to the product defective, the hidden trouble, the physical and mental safety, which imperil the consumer.If the safety crisis can't be overcome properly, it will cause huge lost.Because the oversea consumer has more safety sense compare with the domestic end user. Some company didn't handle it correctly cause the bad reputation in the social market, which weaken the confidence of the oversee consumer and his buying willing, and then decrease the sales turnover.According to the writer's opinion, the purchasing behavior should be investigated. It need to identify the key factor enable to well understand the change of the buying willing and finally provide the proof for the solution of the crisis incident. The writer studied the product safety crisis impact the oversee consumer's buying willing by consumer's behavior based on the Howard-Shetch mode. The expositive ability of the Howard-Shetch mode is verified, and it proffer the study of oversea buying willing under the abnormal situation.The writer study and absord the literature and based on the Howard-Shetch mode, add the variable for the risk sense of the oversee consumer, the company's solution and the external comments, and then come to the theoretic mode of the oversea consumer behavior. Further more the writer study the reaction of the oversea consumer's buying willing under the safety crisis of small home appliance. It is helpful for the company to work out the right strategy and appease the consumer and improve the company's image in the oversea market. It make reality sense to help the company promote the stable developing business.