Research Of Consumers’ Perceived Risk In Product Harm Crises

In recent years, product harm crisis often found in newspapers, These crisis involved a lot of kind products, such as food, consumer goods, appliances and even public facilities. So many product harm crisis made people dissatisfied with product or service providers. As firms, product harm crisis will do harm to their business. People may don’t buy their product again and don’t trust them again. So for firms, consumer’s attitude toward their firm and their products after product harm crisis is very important. For consumers, they will face huge importations from firms and reports when product harm crises happen. Based on attribution theory and products involvement theory, the paper built a new model under the context of product harm crisis:Consumer’s product involvement-Consumer’s perceived risk; Firm response and media report-consumer’s perceived risk. The paper would like to provide some suggestions to the firms to help them to deal with product harm crisis.The paper is divided into following six parts:The first part is an introduction to describe the background of this study. On the reality of the product harm crisis, we try to introduce the current problems existed in product harm crisis studies. And then the paper will provide the purpose and research ideas.The second part is a theoretical study on the theoretical basis of this article. First reviewed the literature on the product harm crisis at home and abroad, the system description of the various variables involved in this article:Product harm crisis, businesses should model, media reports, perceived risk, product involvement, summarized the relationship between scholars on various variables not conclude study, clearly the product harm crisis, enterprises should, media reports, the perceived risk and product involvement indicators and measurement methods below Empirical Study of the theoretical preparation. The third part is the research model and hypothesis theory review, hypothesis. The fourth part is the study design; draw on the experience of previous studies based on the design of experiments and questionnaires.The fifth part of the statistical analysis of empirical data, according to the model results, and ultimately come to the following important conclusions:The consumer products involved in the different levels will significantly affect consumers’ perceived risk, the higher the involvement of consumer products, higher perceived risk;Response mode and media coverage of the content differences have on consumer perceived risk, resulting in different effects. Specific performance:the more positive response mode, the smaller the risk of consumer perception; media reports more active role in mitigation of consumer perceived risk; enterprises and the media have taken a positive response, consumers perceived risk the least when the enterprises and the media have taken a negative response, the consumer perception of the degree of risk. We also found that, under the enterprise and the role of the media response on the role of consumer perceived risk is even greater.According to the previous findings of this paper, at the end of the article, the paper analysis the innovation and weaknesses of the article and point out the possible future research directions.