Research on the Influence of Brand Crisis Types of Catering Takeout Platforms on Consumers'Purchase Intention——Mediation Role of Consumer Perceived Value
Internet platforms bring convenience to consumers'lives,but frequent platform brand crises greatly affect their purchasing intentions.The article takes food and beverage delivery platforms as the object,collects data through scenario experiments,and uses a group of people who are familiar with the delivery platform as the sample.A question-naire is distributed on social media platforms and 278 valid questionnaires are collected.Statistical methods such as analy-sis of variance are used to empirically test theoretical hypotheses,and the impact and mechanism of platform brand crisis types on consumer purchase intention are studied.The research has found that,relatively speaking,ethical brand crises in companies have the least impact on consumer perceived value and purchase intention;The moral performance composite brand crisis has the greatest negative impact on consumer perceived value and purchase intention;Consumer perceived val-ue plays a partial mediating role in the impact of platform brand crisis types on consumer purchase intention.Based on this,the article proposes suggestions for crisis response of food delivery platforms:food delivery platforms need to strengthen brand crisis monitoring,identify types of brand crises,take targeted and effective measures to enhance con-sumer value perception and reduce the negative impact of brand crises.
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