The Impact of Product-harm Crisis on Consumer Brand Attitude in Network Environment——Based on the Accessibility-Diagnosticity Theory

Abstract

Abstract:

During product harm crisis, the internet media has more and more impact on consumers and enterprises. Based on the accessibility-diagnosticity theory, this study explores the impact of country-of-origin effect and information credibility on consumer brand attitude during product-harm crisis in the network environment. The results of 207 samples show:country-of-origin effect and information credibility significantly impact the decrease of consumer brand attitude. Health consciousness moderates the relationship between country-of-origin effect and the decrease of consumer brand attitude. The relationship is weaker when health consciousness is high.

Key words: product-harm crisis, country-of-origin, information credibility, health consciousness, accessibility-diagnosticity theory

Wu Jianlin. The Impact of Product-harm Crisis on Consumer Brand Attitude in Network Environment——Based on the Accessibility-Diagnosticity Theory[J]. , 2017, 29(10): 84-94.

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