工商管理学院知识库

       With the rapid development of social economy, more and more enterprises pursue economic interests more warmly, but pay less attention to the product quality of the enterprise itself, which makes more and more brand crisis events appear in the public view, and the market environment becomes more and more complex. Frequent brand crisis events related to unqualified product quality have caused great harm to the psychology and physiology of consumers, which not only threatens the sustainable development of enterprises, but also poses a serious threat to the brand assets of enterprises. Throughout the academic research on brand crisis, most of them start from the perspective of enterprises and take the type of crisis, the severity of the crisis, the way of crisis handling and other factors as the starting point, but few people deeply cultivate the field of product functional brand crisis and explore the impact of this type of crisis on consumers' purchase intention. It is of great significance to study the consumers' willingness to buy a brand from the perspective of crisis management.

       Based on SOR theory and TRA theory, this paper constructs a research model on the impact of product functional brand crisis response strategies on consumers' purchase intention by taking the severity of the crisis as a regulatory variable and consumer forgiveness as an intermediary variable. Through scenario design, three different product functional brand crisis scenarios are set up: the product functional brand crisis belongs to the situation that does harm to consumers' life safety, does harm to consumers' health, and does not harm consumers' health or life safety, but is simply unqualified in quality or function. A total of 6 groups of scenarios are analyzed and regressed based on 804 questionnaires. The results show that: (1) when the product functional brand crisis belongs to the situation of harming the life and safety of consumers, "acknowledging the misconduct of the enterprise in this event and taking the initiative to bear responsibility" should be the first choice of the emotion oriented strategy, and the measure of "compensating the losses suffered by consumers" should be the first choice of the function oriented strategy; (2) When the product functional brand crisis belongs to the situation of causing harm to consumers' health, "actively recalling problem products" should be the first choice of emotion oriented strategy, "compensating consumers for losses" should be the first choice of function oriented strategy. (3) When the product functional brand crisis is just a simple case of unqualified quality or unqualified function, "the official will investigate the relevant problems immediately after the event" should be the first choice of the emotion oriented strategy, and the measure of "giving gifts" should be the first choice of the function oriented strategy; (4) Crisis coping strategies and consumer forgiveness have a significant positive impact on consumers' purchase intention; (5) Consumer forgiveness plays an intermediary role in product functional crisis response strategies and consumers' purchase intention, and the severity of the crisis plays a regulatory role.

       Finally,according to the attribution theory and the research conclusion of this paper, the management suggestions are put forward from five aspects: (1) pay attention to product quality and actively fulfill social responsibility; (2) Actively respond to the brand crisis and implement the coping strategies; (3) Select appropriate crisis response strategies according to the type of crisis; (4) Pay attention to the causes of crisis events; (5) Establish a positive corporate culture.