The Influence of Defensibility of Product Injury Crisis on Purchase Intention and Repair Strategies
It is worth studying how the enterprise product injury crisis will affect consumers and how enterprises should choose appro-priate coping strategies for repair.Therefore,two studies are conducted to explore the different effects of the dependability of product injury crisis on consumers'purchase intention,as well as the advertising strategies for different defendable product injury crises(public service advertising Vs.commercial advertisements)that have the best repair effect on consumers'willingness to buy.In Study 1,it is found that the indefensible product injury crisis is more negative than the excusable product injury crisis,resulting in lower purchase in-tention of consumers.However,this relationship is moderated by product types:for food products closely related to consumers'health,whether the product injury crisis is defensible or not has no significant influence on consumers'purchase intention.For non-food prod-ucts,consumers'purchase intention caused by an indefensible product injury crisis is lower than that caused by an excusable product injury crisis.For product injury crises with different defensible characteristics,Study 2 finds that for indefensible product injury crises,public service advertisements had a better repair effect on consumers'purchase intention than commercial advertisements.However,for the defendable product injury crisis,there is no significant difference between the two types of advertising repair strategies on the repair effect of consumers'purchase intention.
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