Research On The Influence Of Consumers' Attachment Style On Revenge Behavior In Ambiguous Product-harm Crisis

Due to the impact of safety supervision,poor management and other internal factors or external environmental factors,companies will always inevitably occur various product-harm crisis.In the past,the main point of academic research is to explore the impact of product crisis on business from the perspective of the enterprise or the event itself,such as the corporate reputation,the response,the severity of the crisis,the product category and so on.Although some scholars have studied the product crisis from the perspective of consumers,such as consumer consideration set,demographic characteristics,perceived risk,purchase intention,but there are still many problems to be further explored.First of all,consumers' behavior and attitude is often set up on the basis of self-awareness.In the early stages of the crisis,because responsibility of the event is not clear,consumers will not attribution rationally based on fact reasoning.Past studies were based on clear responsibility of the accident,ignoring the state of product damage crisis.Secondly,in the face of the same enterprise product crisis,some consumers' attitude are relaxed,but some consumers' attitude are more intense and they even take extreme actions to retaliate enterprises.Previous studies have paid less attention to the characteristics of consumers.Therefore,the paper takes ambiguous product-harm crisis as the research background and consumers' attachment style as independent variable.Besides,we take attribution of responsibility and negative emotions as mediators to explore the influence mechanism of consumers' attachment style on revenge behavior.Using SPSS19.0 and AMOS20.0 to analyze the sample data,the paper verifies the rationality of the model and assumptions.The results of this study show that:(1)the level of consumer attachment anxiety and attachment avoidance has a significant positive impact on blame attribution and negative emotion;(2)blame attribution and negative emotion have a significant positive impact on revenge behavior;(3)in terms of the influence of consumer attachment style on the revenge behavior,blame attribution and negative emotion all play a role of mediation.The innovations of this study are as follows:(1)perfect study on the ambiguous state of product harm crisis;(2)the introduction of attachment style into the domestic marketing situation and the analysis of the characteristics of consumers;(3)to explore the internal mechanism of the behavior of consumers' different attachment styles in the face of the same ambiguous stimulation factors.Therefore,this study will provide a new perspective for understanding consumer behavior and it can provide useful guidance for the consumer market segmentation and crisis management.