A Study On The Impact Of CSR Strategy On Consumer Boycotts In Product Harm Crisis

At present,product harm crisis broke out frequently,and caused serious damage to consumers,enterprise,industry and society.As a result,product harm crisis has drawn the attention of the entire society.Both enterprises and scholars are looking for a kind of practical and effective measures to make the enterprise survive the crisis,even achieve better business performance.As a mainstream repair strategy after enterprises' product harm crisis,the effect of CSR strategy has not formed a unified conclusion in theory and practice.How to make the CSR strategy work effectively to reduce the consumer boycotts needs further researches.The paper has summarized the existing researches,then used the scenario simulation method and collected data by questionnaire survey method.The research based on the attribution theory and cognitive dissonance theory,tried to explore the relationship between CSR strategy and consumer boycotts after product harm crisis.This paper wants to find out the influences of consumers' perceived risk and perceived betrayal in the effect between CSR strategy and consumer boycotts,and considering the effect of relationship strength between consumers and enterprise,a model of moderated mediator was constructed.The results show that: adopting a CSR strategy(vs.not adopting)can significantly reduce consumer boycotts;Relationship strength moderates the impact of CSR strategy on consumer boycotts;CSR strategy affects consumer boycotts by affecting consumers' perceived risk and perceived betrayal;The mediating effect of perceived risk between CSR strategy and consumer boycotts is moderated by the relationship strength.For consumers that have weak affective strength,weak cognitive strength and strong conative strength with enterprise,adopting a CSR strategy(vs.not adopting)can effectively reduce perceived risk and thus reduce consumer boycotts.For consumers that have strong affective strength with enterprise,adopting a CSR strategy(vs.not adopting)will enhance perceived risk and thus enhance consumer boycotts;the mediating effect of perceived betrayal between CSR strategy and consumer boycotts is moderated by the relationship strength.For consumers that have strong conative strength with enterprise,adopting a CSR strategy(vs.not adopting)can effectively reduce perceived betrayal and thus reduce consumer boycotts.The results of this paper try to explore the different relationship between CSR strategy and consumer boycotts after product harm crisis for consumers with different relationship strengths,the purpose of this paper is to provide reference for enterprises to reduce consumer boycotts through relationship management with consumers and to take specific measures for consumers with different relationship strength after product harm crisis.