The Impact Of Business Strategy On Consumers' Purchase Intention Under The Product Harm Crisis

In recent years,the frequency of product damage crisis is getting higher and higher,At the same time,driven by the mobile internet,Consumer access to information continues to increase,The impact of product harm crisis is also increasing.Therefore,it is becoming more and more important for the crisis enterprises to adopt the correct strategy in the product harm crisis.In this paper,we introduce the spillover effect theory and the self construction theory of social psychology,From the consumer point of view,considering the product harm crisis,The impact of crisis coping strategies and competitive brand response strategies on consumers' crisis attribution and purchase intention.The paper utilizes a method of simulating experiment,adapted as stimulus information through real case materials,SPSS software analysis using data as the analysis tool,by means of regression analysis and variance analysis data verify the mediating effect and moderating effect of existence.The main contents and conclusions are as follows:(1)In this paper,the attribution theory is introduced into the product harm crisis model,and the author holds that the consumer attribution is affected by the coping strategies of the crisis enterprise,and the consumer's purchase intention is affected by the consumer's attribution.In this paper,the hypothesis is verified by the analysis of this paper: it is found that the more active the coping strategies are,the more consumers tend to make the attribution of the crisis enterprises(internal,stable and controllable).(2)According to the theory of spillover effect and literature,that response strategy brand competition of product harm crisis will make the impact of perceived attribution strategies of crisis enterprises to consumers,and this perception will affect consumer attribution after product harm crisis in responsibility.This paper examines the mediating effects of competitive brand response strategies on coping strategies and consumer attributions in crisis firms.This assumption has been partly verified by data analysis in this paper:Competitive brand response strategy will have a negative impact on the coping strategies of crisis enterprises;There is no mediating effect between competitive strategy and the place of attribution;There exists a partial mediating effect on the stability of consumer attribution and the controllability of attribution.(3)This paper studies the effect of attribution effect on consumers' purchase intention,and argues that consumer attribution has an intermediary effect on consumer purchase intention.This hypothesis has been partially verified in this paper.It is found that the stability and controllability of consumer attribution have a negative impact on the willingness of consumers to buy the product.At the same time,this paper verifies the mediating effect of attribution in coping strategies and purchase intention,and finds that there is an intermediary effect between the three dimensions of coping strategies and consumer purchase intention.(4)This paper introduces the self construction theory,because of consumer heterogeneity,consumer self construction has a moderating effect on crisis coping strategies and enterprise brand competition reaction strategy,different types of consumers on the construction enterprise crisis and competition brand strategies of perception is not consistent,this conclusion has been verified and found independent self orientation of consumers are more easily influenced by positive coping strategies.