Effect Study Of Product Harm Crisis Type On Consumers’Recovery Expectation

Now, product-harm crisis had occurred frequently, which made the enterprise a big loss. At the same time, these events also caused great physical harm and psychological harm to consumers, which had serious negative social impacts. The enterprises would adopt some remedial measures after the crises, among which, some remedial measures worked out and made the enterprises to ride out the crisis, but other remedial measures were improper, or insufficient leading to remedy failure and direct bankruptcy of the enterprises, or excessive leading to enterprise serious losses. The question is, for the product-harm events of same impact, why did some enterprises collapse after the events happened once, while other enterprises can still standing in the world after the events happened over and again?This paper divided product-harm crisis into two categories:Accidental product-harm crisis and Repeatedly product-harm crisis, and divided consumers’recovery expectation into three categories:Informational remedies, Affective remedies and Corrective remedies. Through empirical analysis, we explored the effect of different types of product-harm crises on consumers’ recovery expectation through two types of consumers’ negative emotions (anger and helplessness). At the same time, the brand commitment adjusted the relationship between crisis types and consumers’ emotions.Using experimental method combined with questionnaires to collect data, and using SPSS17.0to do the data processing and data analysis,finally choose ANOVA to verify hypothesis and draw conclusions and and provide the management implications.The result shows:(1) Consumers were more likely to feel anger emotion when suffered from accidental product-harm crisis and feel helplessness emotion when suffered from repeatedly product-harm crisis.(2) Consumers who had a stronger feeling of anger were more willing to get informational remedies, while who had a stronger feeling of hopelessness were more willing to get affective remedies, and both of them expected to get corrective remedies.(3) Meanwhile, the brand commitment adjusted the relationship between crisis types and consumers’emotions:the effect of product-harm crises’type on consumers’ anger emotion was greater in the situation of affective commitment t han rational commitment while the effect of product-harm crises’type on consumers’ helplessness emotion was lesser in the situation of affective commitment t han rational commitment.Besides,this study also comfirmed consumers’anger and helplessness emotion play a completely intermediary rolo in the relationship of the crisis types and consumers’recovery expectations.This study has a certain theoretical and practical significance. It proposed a new classification standard on product-harm crisis which was split into accidental product-harm crisis and repeatedly product-harm crisis based on frequency, and also proved its feasibility and practicality.This article enriched the theory of enterprise crisis management and proposed some management inspirations based on the perspective of enterprise according to the assumes:reminding enterprises should give full consideration to consumer’s emotion in the crisis management. In addition, the enterprise should try to gain as many recognitions and trusts from consumers as possible in the formulation of brand strategy, and make consumers generate emotional commitment to the brand.