Excuse Type Injury Crisis Response On Customer Purchase Intention

Some products which are not defective and dangerous will maintain sales or decline in product sales or stop selling after experiencing defensible product harm crisis. However previous studies can not completely explain why the customers'purchase are such a big different. Therefore, the research on the response approach of defensible product harm crisis to the customers'purchase intention has a positive significance which can help the business to response effectively to crisis and restore the loss of market share.This article establishes the content and concept model of the research to explain the question of the background in the process of research. In the literature, I summary the definition and the classification of response approach of defensible product harm crisis. In this base, by empirical study I approve which responses can be beneficial to the enterprise and maintain the customers'purchase intention. Moreover, referring the research of Siornkos and Kurbzard (1994), I add an intermediate variable---- customer perceived value, which make the logic strict.The definition and classification of product harm crisis has taken a secondary data and literature review method; I use the experimental method which compatible with the experimental in order to test the causal relationship between cause and effect. And this paper chooses to the field experiment to obtain a higher external validity. In the experimental design, we selected factorial design because of needing to look at different levels of the two independent variables.This research has 12 hypothesises. Through empirical analysis we get the conclusions of this study. When we encounter the product harm crisis, enterprise treatment including external address will be better than only enterprise treatment. And when the corporate choose their own coping styles, the active clarify is the best choice. Moreover, when the corporate select the external forces to help it, the best choice is the Government response.