Dynamic Effect of Unexposed Enterprises’ Response on Consumer Purchase Intention in Cluster Product-harm Crisis: from the Explanation of the Construal Level Theory
Following the basic logic of construal level theory, this article systematically analyzes the dynamic change process and inner mechanism of unexposed enterprises’ response influencing consumer purchase intention in and after cluster product-harm crisis. The results of two experiments reveal that in the dynamic change process of cluster product-harm crisis, concerning intervention time, compared with passive intervention after being reported by media, when the relevant enterprise actively intervenes before being reported, consumers show higher brand purchase intention in and after the crisis. Concerning coping styles, unexposed enterprise compensation strategy and service strategy can make a difference in consumer purchase intention. Concerning scope of the crisis, different intervention time and coping styles of unexposed enterprises will have differentiated effects on consumer purchase intention.
冯蛟 卢强 李辉 吕一林. 群发产品危机中企业应对策略对购买意愿的动态影响——来自解释水平理论的解释[J]. 商业经济与管理, 2015, (8): 44-55.
FENG Jiao LU Qiang LI Hui LV Yilin. Dynamic Effect of Unexposed Enterprises’ Response on Consumer Purchase Intention in Cluster Product-harm Crisis: from the Explanation of the Construal Level Theory. Journal of Business Economics, 2015, (8): 44-55.