经济与管理2024，Vol.38Issue(2)：68-74,7.
产品伤害危机可辩解性对购买意愿的影响及修复策略
The Influence of Defensibility of Product Injury Crisis on Purchase Intention and Repair Strategies
摘要
Abstract
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.关键词
产品伤害危机/产品类型/广告修复策略/购买意愿Key words
product injury crisis/product types/advertising repair strategies/purchase intention分类
管理科学引用本文复制引用
于贞朋,龙正琴,曾慧..产品伤害危机可辩解性对购买意愿的影响及修复策略[J].经济与管理,2024,38(2):68-74,7.基金项目
国家社会科学基金项目(23BGL143) （23BGL143）
四川省哲学社会科学基金项目(SCJJ23ND198) （SCJJ23ND198）
