The Study On Consumer Trust Repair Srategy Under The Product-Harm Crisis

Nowadays, with the development of mass media, the rapid dissemination of information, the enhancement of consumer rights awareness and the fierce competition in the industry, the frequency of product-harm crisis is increasing. The outbreak of crisis not only affects the enterprise sales and income etal, but also consumers'attitude toward the brand and product of the company. One of the immediate dangers is the violation of consumer trust. How to recover consumer trust immediately and effectively is the top priority for the companies that have broke product-harm crisis after the consumer trust breach. Based on the background, this study is to investigate how to repair the destroyed trust when the product-harm crisis occurs. Which strategies are more effective? Especially, which repair strategy is better under different trust transgression type?The paper sorted out previous research review mainly using literature analysis. Then consumer trust repair model of the study was constructed on the basis of qualitative analysis of interviews and expert consultation. The independent variable of repair strategy was summarized as informational repair, emotional repair and corrective repair. The moderating variable of trust violation type was classified into competence-based and integrity-based violation. The dependent variable of consumers' trust is comprised by trust beliefs and trust intention. At the same time the trust propensity is explored as a covariate. We obtained the required primary data through scenario simulation experimental method. Specific data analysis is conducted quantitative analysis using statistical software SPSS17.0, involving descriptive statistics analysis, item analysis, reliability analysis, factor analysis, and analysis of variance.The following conclusions are obtained by empirical analysis:(1) the consumer trust repair questionnaire is applied to the measurement tool for the study. (2)Informational repair, emotional repair and corrective repair positively impact on consumer trust beliefs, trust intention and the general trust. Overall, the corrective repair and informational repair have better remedial effect than the emotional repair. Though the corrective repair is slightly higher than the informational repair, the difference is not significant. (3) The moderating effect of trust violation type partly exists. The repair effect of corrective strategy is best and the emotional strategy is the worst under the competence-based violation. Though the emotional strategy can improve the destroyed trust according to the data under the integrity-based violation, the difference of three repair strategies is not significant statistically. (4) Consumers trust propensity has positive impact on trust beliefs, trust intention and the general trust.According to the above research conclusion, this article proposed some management implantations based on trust propensity, repair strategy and trust violation type from the perspective of enterprise crisis management.