The Effect of Broad-scope Trust on Consumers' Crisis Perception

Abstract

Abstract: Prior researches have focused on the effect of product-harm crisis and firms' response strategies on consumers' perception. This paper explores how broad-scope trust influences consumers' crisis perception. The results indicate that system trust can directly and indirectly influence consumers' perception of crisis severity and firm responsiveness. While industry trust can only influence consumers' perception of crisis severity and firm responsiveness indirectly through the mediating role of firm trust. We also find that both system trust and industry trust can positively moderate the effect of firm trust on consumers' perception of firm responsiveness, whereas they have no moderating effect on the relationship between firm trust and consumers' perception of crisis severity.

Key words: broad-scope trust, system trust, industry trust, firm trust, product-harm crisis

Wang Xiaoyu, Chao Gangling, Wan Guangsheng. The Effect of Broad-scope Trust on Consumers' Crisis Perception[J]. , 2017, 29(2): 208-220.

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