The Effect Of Crisis Public Relation Strategies On Customers Purchase Intention Research

These years, China’s society and economy are in the transitional period and because of which corporate crises frequently break out. When a crisis breaks out,different enterprises adopt different coping strategies, leading to different results.Some enterprises suffer from deteriorating outcomes such as sales decline and even bankruptcy while the sales volume for other enterprises have not been affected but continue to grow.The present study attempt to analyze how crisis management strategies impact the purchase intention of consumers and tries to form a research model. By reference to research at home and abroad in the field of crisis management, hypotheses are proposed and empirical analysis is carried out. Based on the attribution theory, this study includes consumer attribution of responsibility as an mediating variable and analyzes how crisis management strategies affect the purchase intention of consumers under the background of corporate crisis. Under the setting of corporate crisis,different crisis management strategies are described and put into different groups.Survey is conducted and statistical analysis is carried out to verify the model of crisis management strategies, consumer attribution of responsibility and consumer purchasing intention.(1)Crisis public relations coping strategies response more positive consumer`s purchase intention turns more positive.(2)Enterprise crisis response and consumer psychology attribution was positively correlated, The more positive coping strategies more consumers tend to think of crisis are from the external environment, the crisis can not control, the crisis was accidental.(3)Deny is the most negative coping Strategy, the consumers are most objectionable this coping strategy.(4)Crisis response and consumers purchase intention was significant related.Finally, based on the paper`s discussions and recommendations, this reseach gives some inspirations to managers. Also discussed and analyzed inadequate and limitations of this study, pointing out possible future research directions.