产品伤害危机下消费者-品牌关系断裂研究

Research on Customer-brand relationship breakdown UnderProduct-Harm CrisisAbstractIn recent years,Product-Harm Crisis incidents such as 2018 Yunnan Baiyao toothpastewere accused of containing prescription drug ingredients,2019 Mercedes-Benz oil spillcaused severe public opinion effects,and consumer-brand relationship breakdown caused byProduct-Harm Crisis have become more frequent.Therefore,this study aims to understand thepath and mechanism of the consumer-brand relationship breakdown caused by theProduct-Harm Crisis incidents.The study used McDonald's consumers as the survey object,collected 191 valid samples through the questionnaire survey method,and use SPSS for dataanalysis to verify the hypothesis.The results show that:(1)The brand relationship quality has a positive and significantimpact on brand trust and customer perceived value;(2)The brand relationship quality has anegative and significant effect on customer-brand relationship breakdown;(3)The customerperceived value has a positive and significant impact on brand trust;(4)Customer perceivedvalue and brand trust can negatively affect on customer-brand relationship breakdown;(5)Customer perceived value has a partial intermediary effect in the original brand relationshipquality and customer-brand relationship breakdown,brand trust;(6)Brand trust has a partialintermediary effect in the brand relationship quality,the customer perceived value and thecustomer-brand relationship breakdown.Keywords:Product-Harm Crisis;Brand relationship quality;Customer perceived value;Brand trust;Customer-brand relationship breakdown