Research On The Consumer Behavior Formation Under Product Crisis Environment

This study focus on the specific field of how is consumer behavior formed and what affect it in process under a product crisis environment. On the base of some crossover theories of psychics and marketing, such as the theory of attitude and the theory of planed behavior, the author works over how perceived risk, perceived responsibility and normal opinion affect consumer attitude and then come into the consumer behavior. In this paper, the outline of theory is the three factors (perceived risk, perceived responsibility and normal opinion)--consumer attitude--consumer behavior.This article testifies the factors of perceived risk and perceived responsibility, and validates the marked factors of consumer attitude and consumer behavior. The author also gives a relationship conclusion of consumer characteristic and consumer behavior, and some advices for enterprise in order to improve their crisis response capability.