Crisis Situations Consumers Reputation Affect The Mechanism Study

The reputation is the extremely precious resources for the corporate .The good reputation is all depends on long-term accumulation and the careful maintenance. But improper handled crisis will thoroughly destroy corporate reputation, causes the enterprise laboriously with diligently to put to the running water.Domestic and foreign very is also rare about the crisis and the corporate reputation union research, this article based on the Attribution Theory, the severity of crisis, the causal attribution, and crisis response strategies which represents corporate wish for undertaking crisis responsibility is the independent variable, the consumer perceived organizational responsibility for crisis is the intermediary variable, corporate customer reputation and its three constitutions factors (product/service, credit, prospect and attraction) is the dependent variable, has constructed the structural model, studied through the real diagnosis explores the relations between them.This research adopts scenario experimental method, conducted with 2 (crisis severity: severe and extremely severe) × 2 (causal attribution: internal and external) × 6 (corporate crisis response: excuses, Justification, compensation, corrective actions and apology) between-subject experimental design. Additionally, we employ SPSS13.0 to analysis the data, following results was discussed.Crisis more serious, the consumer perceived corporate crisis responsibility is bigger, corporate customer reputation and it's the constitution factor received the injury is also bigger; (2) The crisis reason lies in the enterprise much (enterprise has a stronger controlling force to reason), the consumer perceived corporate crisis responsibility is bigger, corporate customer reputation and it's the constitution factor received the injury is also bigger; (3) The corporate undertakes the crisis responsibility wish intensely, the consumer perceived corporate crisis responsibility is smaller, corporate customer reputation and it's received the injury obtains more counterbalances; (4)consumer perceived corporate crisis responsibility is bigger, corporate customer reputation and it's the constitution factor received the injury is also bigger; (5) The consumer perceived corporate crisis responsibility plays the partial intermediary roles. Three independent variables also direct influence corporate customer reputation and it's the constitution factor; (6) Crisis severity, causal attribution and corporate crisis response had Varying degree influence on consumer perceived organizational crisis responsibility, and corporate customer reputation andits constitution factors( product/service, credit, prospect and attraction).