可辩解型产品伤害危机应对方式对顾客购买意愿的影响研究的中期报告.docx

可辩解型产品伤害危机应对方式对顾客购买意愿的影响研究的中期报告 【Abstract】In recent years, product safety incidents have emerged frequently, which have seriously affected consumers trust in brands and their purchasing willingness. In order to explore the impact of different crisis response strategies on consumers purchasing willingness, this study conducted a mid-term report on the research on the impact of justifiable product harm crisis response strategies on consumers purchasing willingness. The results show that compared with ignoring or concealing the harm caused by the product, taking responsibility and apologizing for the harm caused by the product can effectively reduce consumers negative emotions and restore their trust in the brand, thereby enhancing their purchasing willingness. 【Keywords】product harm crisis; justifiable response strategy; purchasing willingness 1. Introduction Product harm crisis refers to the occurrence of incidents caused by the harm or potential harm of products, which may lead to various negative consequences such as damage to corporate reputation, loss of consumer trust, and decline in sales performance. Therefore, how to effectively handle product harm crisis and restore consumer trust has become an important issue for companies. Studies have found that the way companies respond to product harm crisis can have a significant impact on consumer perceptions and behavior [1]. In particular, taking proactive and justifiable measures to respond to the crisis can effectively reduce the negative impact of the crisis and restore consumers trust in the brand [2]. However, different response strategies may have different effects on consumer perceptions and purchasing willingness. Therefore, this study aims to explore the impact of different justifiable response strategies on consumers purchasing willingness in the context of product harm crisis, and provide theoretical support for companies to effectively handle product harm crisis and restore consumer trust. 2. Research hy