Study On The Effect Of Pruduct Crisis On Post-purchase Behavior

The outbreak of the crisis will not only lead to a sharp decline in the sales amount of the problem products instantly, but also inflict heavy losses to the enterprise brand and reputation. Therefore, it becomes the key to enterprise product crisis management to deal with the product crisis in order to minimize the negative impact. The same product crisis may lead to different results, which proves that the problem product itself is just a fuse, but influencing factors on consumers in product crisis is complex and diverse. Consumers’ negative post-purchase behavior will lead to a huge loss to the enterprise. Therefore, the study of the impact of the product crisis on the post-purchase behavior of the consumer can provide good theoretical support for the enterprise to deal with the crisis.Through sorting out the relevant literature and exploring the context of the previous research, the relevant achievements of the post product crisis behavior and the results of the factors. Based on attribution theory, consumer attitude theory and equity theory, through analyzing the behavior in the product crisis, the relationship model of product crisis, perceived loss and consumer post purchase behavior are established. Then, the main attributes of product crisis and the m ain dimension of the purchase behavior are analyzed, and the perceived loss of equity theory is introduced as the medium variable of this process. The data w as collected by quantitative phenotypic questionnaire, and the data were analyzed by SPSS regression analysis, and the hypothesis and model of the research were tested.Through the empirical test, the impact of the product crisis on post-purchase behavior is concluded from the reasons to the paths and the range. Different attributes of the product crisis have a different impact on the consumer purchase behavior. The effect of product crisis on consumers’ post-purchase behavior is mainly through the mediating role of perceived loss. The impact of the product crisis on the post-purchase behavior of the consumer diverse, especially perform in repeat purchase, premium payment and word of mouth spread.