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The Impact of Perceived Severity of an Outcome Upon Purchase Intention from the Perspective of Attribution

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  • Yaxiong Wu

    (SouthWest Jiaotong University, and Shijiazhuang University, China)

  • Bing Zhao

    (Hebei University of Technology, and Shijiazhuang University, China)

Abstract

In this paper, the authors study the impact of perceived severity of an outcome in different types of product harm crisis from the angel of consumer attribution-blame. By experimenting the authors found that when the responsibility of product harm crisis is not clear, the higher degree of perceived injury, the more responsibility customer attribute to enterprise; and when the responsibility is clear, the customers won’t have the attribution bias; perceived severity of an outcome to customer blame was regulated by responsibility attribution and intention attribution.

Suggested Citation

  • Yaxiong Wu & Bing Zhao, 2012. "The Impact of Perceived Severity of an Outcome Upon Purchase Intention from the Perspective of Attribution," International Journal of Advanced Pervasive and Ubiquitous Computing (IJAPUC), IGI Global, vol. 4(1), pages 23-28, January.
    • Handle: RePEc:igg:japuc0:v:4:y:2012:i:1:p:23-28
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