产品伤害危机后消费者购买意愿的恢复--以“低介入”情境为例

The Research on Consumers'Purchase Intention Recovery after Product-harm Crisis——A Case Study of Low Involvement Situation

在不同的介入情境下,消费者对产品伤害危机的认知和反应会表现出明显的差异。如果是"低介入"购买类型,消费者不会认真考虑品牌之间的差异,一旦发生产品伤害危机,他们会积极寻找替代品。而危机后购买意愿之所以能够恢复,主要是基于对转移成本、感知风险、感知损失的综合权衡。转移成本和购买意愿正相关,感知风险、感知损失和购买意愿负相关,企业形象和外部响应的作用并不明显。

In different involvement situations, there are obvious differences among consumers cognluon and response to product-harm crisis. Consumers don＇t consider the brands＇ differences seriously in low involving commodities purchasing, and they will find the subsifitution when product-harm crisis occurs. Purchase intention recovery after crisis due to considering transfer cost, perceived risk and perceived loss. Transfer cost is positively correlated with purchasing intention, perceived risk and perceived loss is negatively correlated with purchasing intention, and the effect of corporate image and external response is not obvious.