Research On The Relationship Between Customer Purchase Behavior And Other-Customers’ Repurchase Intention

The number of brand crisis is increasing,which constantly sounds the alarm bell for enterprises and challenges the bottom line of consumers.Brand crisis can be divided into function-leading crisis and morality-leading crisis.Function-leading crisis is related to product performance,which may damage consumers’ health.Although morality-leading crisis will not bring physical harm to consumers,it will aggravate consumers’ trust crisis to enterprises,and then affect consumers’ loyalty to enterprises and their willingness to repurchase products.But in reality,some enterprises have been exposed to function-leading crisis and morality-leading crisis,but only temporarily condemned by the media and the public,then there are still consumers willing to buy their products.This paper attempts to explore the consequences of consumer purchase behavior after brand crisis.This study investigates the purchase behavior of customers after the brand crisis,and explores its influence on enhancing the repurchase intention of other-customers.At the same time,this paper pays attention to the mediating role performed by psychology safety and the moderating role performed by self-monitoring of other-customers and the type of brand crisis.In view of those problems mentioned above,this paper puts forwards six hypotheses and verifies them through two empirical studies.The empirical results show that,compared with no customers’ purchase behavior,when there are customers’ purchase behavior,the brand repurchase intention of other-customers will be significantly improved after the brand crisis.In addition,psychology safety plays a mediating role between customers’ purchase behavior and the improvement of other-customers’ repurchase intention.The occurrence of brand crisis will enhance other-customers’ perception of brand insecurity,customers’ purchase behavior reduces other-customers’ risk perception by providing reference groups and conformity motives,thus enhancing other-customers’ psychology safety.Moreover,for other-customers with low self-monitoring level,the purchase behavior of customers has no obvious effect on their repurchase intention;for other-customers with high self-monitoring level,the purchase behavior of customers has a significant effect on their repurchase intention.From the perspective of crisis,in the function-leading crisis,customers’ purchase behavior has no significant effect on the improvement of the repurchase intention of low-self-monitoring other-customers,but has a significant effect on the improvement of the repurchase intention of high-self-monitoring other-customers;in the morality-leading crisis,customers’ purchase behavior has no significant effect on repurchase intention of low-self-monitoring and high-self-monitoring other-customers.From the perspective of consumers,this paper focuses on the possible impact of customers’ purchase behavior on other-customers’ repurchase intention after brand crisis,and pays attention to the role of the role of self-monitoring,psychology safety and brand crisis types in the above mechanisms.This paper expands the research in related fields and tries to put forward relevant suggestions for enterprises.