The Impact of Fitness between Consumers and Product-harm Crisis on the Online Dysfunctional Customer Behavior

With the popularization of the Internet, this technology has changed the form of information dissemination. The information will spread quickly when food product harm crisis happens, and the phenomenon that information of product-harm spills over is very common. This article is based on “Frustration-Misbehaving” research paradigm, combined with the information dissemination motivation theory, discusses that the fitness between the consumers and the crisis will promote consumers' dysfunctional customer behavior. The study found that the fitness between the consumers and the crisis has significant effect on consumers' dysfunctional customer behavior, perceived social damage has a mediator effect between fitness and consumers' misbehavior, and the moderating effect of consumers' aggression tendency is significant, but not the emotional tendency. The theoretical contribution and valuable implications of findings for communication of crisis management are discussed at last.