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| Purchasing Behavior of Products Involved in Product-harm crisis：The Role of Threaten Evaluation and Uncertainty Avoidance |
| TU Ming,JING Fengjie,WANG Xingdong |
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Abstract This article aims to investigate factors affecting consumers purchasing products involved in product-harm crisis. In consideration of the attributie of crisis (harmfulness, cluster, duration) and the threaten concept from protection motivation theory, the present study constructs a theoretical model to predict the buying behavior in product-harm crisis. After a questionnaire survey in the “crash chicken” crisis, and a statistical analysis, this research obtained some conclusions. The attribution of product-harm crisis (harmfulness, cluster, duration) negatively influenced consumers purchasing intention through the full mediation role of threaten evaluation (severity perception and vulnerability perception). The uncertainty avoidance moderated the relationship between threaten evaluation and purchase intention. Furthermore, the effect of severity (vulnerability) perception on purchasing intention trust was moderated by uncertainty avoidance, and such an effect is stronger if the uncertainty avoidance is higher.
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Received: 12 September 2014
Published: 17 November 2014
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Corresponding Authors:
TU Ming
E-mail: tuming586@126.com
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2014, Vol. 
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