The Influence Of Psychological Distance On Purchase Intention In The Situation Of Product-harm Crisis

The globalization of trade and the gradual acceleration of industrialization in some countries have made companies face increasingly brutal competition.At the same time,the rapid innovation of Internet has caused the product-harm crisis to be spread and amplified at an amplified speed.The product-harm crisis becomes deadly blow to enterprises.Since the occurrence of product-harm crisis cannot be completely avoided,how to eliminate the impact of product-harm crisis on consumers' purchase intention has become the most concerned issue for enterprises.Apologies and financial compensation are the simplest and most direct methods to restore consumer trust.However,these simple methods have problems such as difficulty in grasping the apology degree and complication in quantitative compensation.Inappropriate methods may not only have less effect,but may even anger consumers.Studying the response of different types of consumers in the context of product-harm crisis can make compensation methods targeted and obtain higher cost performance.How to divide consumers abstractly and systematically in the context of product-harm crisis,and analyze the impact of crisis events on the purchase intention of different consumers is still a bottleneck.The concept of psychological distance under the framework of Construal-level theory is a psychological theory that divides the "man-event" relationship into multiple dimensions.In recent years,it has been introduced into the field of management marketing.Based on the theory of psychological distance,this paper abstracts the relationship between consumers and product-harm crisis events as time distance and social distance.And explores the impact of psychological distance differences on consumer purchase intentions in the situation of product-harm crisis.In order to analyze the specific influence of different dimensions of psychological distance on consumers' purchase intention,and explore the internal mechanism,three experiments are designed in this paper: Experiment 1 mainly explores whether time distance and social distance have any influence on consumers' purchase intention.Experiment 2 explores the internal mechanism of the influence of psychological distance on consumers' purchase intention.Experiment 3 verifies whether the company can adjust the purchase intention of consumers with different psychological distances by adopting a trust repair strategy,and examines its adjustment effect.The results show that in the situation of product-harm crisis,consumers show higher purchase intentions with longer time and social distances,and the forgiveness plays a part of the mediating role.Trust repair achieves the effect that influences consumers' purchase intentions by regulating forgiveness.Enterprises can judge the degree of consumer's resistance by the time and social distance between the target consumer group and the product-harm event.At the same time,based on the trust repair adjustment mechanism,the company can accurately adopt emotional / functional repair strategies to deal with consumption at different psychological distance,and reduce the ineffective means.