Estimating The Influence Of Vehicle Product Harm Crisis On Consumer Purchase Intention

In recent years,China's large-scale automobile recall events have occurred frequently,which has caused wide public concern.Product harm crisis usually leads to recall of products.In the event of a crisis,enterprises will suffer huge losses.On the one hand,enterprises will spend a lot of money to recall defective products.On the other hand,the image of enterprises will be greatly affected.Consumers are the ultimate customers of the product.The recall of defective products will cause consumers to worry about the quality and safety of products,and negatively affect consumers' purchase intention.So how to maintain consumers' purchasing intention after the product injury crisis is an important issue worth studying.In this paper,the relationship between consumers' satisfaction with enterprise crisis management behavior and the identity of enterprises after the crisis and the purchase intention of consumers are investigated.At the same time,this article from the Angle of consumer perception to the corporate image divided into corporate social responsibility and the enterprise ability to two dimensions,respectively,to explore it with two attitudes of consumers(including consumer satisfaction and consumer identity),as well as the internal logic relationship with the consumer purchase intention.Then,this study examines the role of consumer attitudes in consumer perceived corporate image and consumer buying intentions.Finally,the model takes into account the regulatory mechanisms that risk perception plays between consumer-perceived corporate image and consumer attitudes.In this study,SPSS software was used for multi-level regression to construct and verify the conceptual model of consumers' perceived corporate image and purchase intention in crisis situations.A case study was conducted on the recall of faw-volkswagen automobile in May 2017,and the empirical data analysis of 516 questionnaires found that:(1)consumers' perceived corporate image(including corporate social responsibility and corporate capacity)can significantly positively affect consumer satisfaction,consumer identity and consumers' willingness to purchase;(2)consumer satisfaction and consumer identity can significantly affect consumers' willingness to purchase;(3)consumers' satisfaction and consumer identity play some intermediary roles between consumers' perception of corporate image(including corporate social responsibility and corporate capacity)and consumers' purchase intention;(4)risk perception has a significant negative regulatory effect between consumer-perceived corporate image(including corporate social responsibility and corporate capabilities)and consumer attitudes(consumer satisfaction,consumer identity).Finally,the author puts forward relevant coping strategies to the enterprises in crisis.