Research Of Consumers’ Purchase Intent In Indefensible Product Harm Crises

In recent years, product harm crisis events receive a lot of attention lately. In such acircumstance, most enterprises still haven’t put crisis management in significantposition. Therefore, this study has practical significance for Chinese enterprises.On the basis of relevant literature review, I introduce the attribution of responsibilityas mediator, in order to study how crisis coping styles affect the attribution ofresponsibility, and how to affect the consumers’ future purchase intention, and howthe crisis history of an enterprise affects the influence of different coping styles onattribution. By the questionnaire survey and analysis I accomplish the measurementof the variables and draw the conclusion.The analysis results indicate that crisis coping styles have a significantly positivecorrelation with consumers’ future purchase intention. The two dimensions ofresponsibility attributions (Locus and Controllability) play intermediary role.Whether crisis coping style is positive or negative, the crisis happens on the enterprisewhich has a similar crisis history will lead consumers to make negative evaluation onthe enterprise. All the hypotheses have been proven well.This study does some supplement to domestic quantitative research of crisis publicrelations, provides theoretical support to explain the phenomena appears in the realityand helps to guide crisis management practice. Therefore, the conclusion of this studyhas theoretical and practical significance.