Study On The Corporate Crisis Response On The Purchase Intention Under The Product Harm Crisis

The product harm crisis erupted more frequently in recent years. Along with the development of Internet and communication technology, people have more channels to get the crisis information. So, the crisis information spread more easily among the consumers, the corporate crisis response is more and more important. In this paper, we based on the consumer perspective, studying the influence of corporate crisis response on product purchase intention.By using the method offield investigation, we start our research with a real case. And use SPSS and AMOS software as the data analysis tools. Then we use Structural Equation Model(SEM) to constructed the model, and use the regression method to verify the existence of the intermediary effect.First of all, we introduct the attribution theory to constructs the corporate crisis response, the attribution of responsibility and the purchase intention model。Then we think that the corporate crisis response will have an impact on the thr ee degrees of attribution of responsibility, and ultimately affect the consumer purchase intention. This point has been verified in this paper: positive corporate crisis response have a significant negative effect on the three degrees of attribution。Secondly, on the basis of spillover effect theory, we consider the corporate crisis response will have an impact on the competitors response, and this will affect consumer attribution of responsibility in the crisis event. So, we introduce the variable competitors response as a mediating variable between corporate crisis response and the three degrees of attribution. This assumption has been partially verified in this paper through empirical analysis: corporate crisis response has a negative effect on the competitors response. The competitors response does not play an intermediary role between corporate crisis response and the locus of the behavior. But it has a partial mediating effect between corporate crisis response to stability and controllability.Finally, Based on the review of related research, in this paper we study on the attribution of responsibility to the product purchase intention, and we think the locus of the behavior, the stability of the behavior, the controllability of the behavior will negatively influence consumers’ purchase intention to negative This hypothesis has been partially verified: the path between the locus of the behavior and the purchase intention is not significant; the stability and the controllability assumption has been verified.