The Influence Of Corporate Crisis Response To The Purchase Intention Under Different Harm Level

There are a lot of brands in the clothing market of China,but some famous clothing brand have been reported by there product harm problem recently, product harm crisis have damage effect on the clothing brand image seriously,leading companies can ’ t operate well.The question that the influence of product harm crisis response to the purchase intention is always a hot issue in academia.Product Harm Crisis often happens in apparel industry,and previous studies have mostly focused on the problem that what means can be used to deal with this risk.And corporate crisis response is the problem that how to do to affect consumers’ purchase intention,The paper selects various types of product harm crisis that derived from the famous clothing brand event as a case based on the previous research, the paper explore the following questions that the influence of corporate crisis response to the Purchase Intention under different harm level by regarding clothing brand image as mediation variable.We intend to use realistic scenarios and measurement scales to measure the people in Wuhan and demonstrate the rationality of the scale by survey,after that we take back556 valid questionnaires by Large scale questionnaire.using SPSS 17.0 and AMOS7.0 data processing software analysis, exploratory analysis of three dimensions of clothing brand image’S influence to consumer purchase intentions by regarding harm level as moderating variables.Through the analysis of questionnaire data,using factor analysis,regression method,Path model fitting approach, we come to a series of conclusions.The positive corporate crisis response has significant influence on the various dimensions of clothing brand image and customer purchase intention,The improvement of clothing brand image in different dimensions can enhance the customer’s purchase intention effectively.Service image and product image play part of the intermediary role between corporate crisis response and purchase intention,harm level has a significant moderating effect between corporate crisis response and dimensions of clothing brand image,Finally, the paper puts forward the corresponding proposal according to the research results.