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

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

Yaxiong Wu, Bing Zhao
Copyright: © 2012 |Volume: 4 |Issue: 1 |Pages: 6
ISSN: 1937-965X|EISSN: 1937-9668|EISBN13: 9781466610576|DOI: 10.4018/japuc.2012010103
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MLA

Wu, Yaxiong, and Bing Zhao. "The Impact of Perceived Severity of an Outcome Upon Purchase Intention from the Perspective of Attribution." IJAPUC vol.4, no.1 2012: pp.23-28. http://doi.org/10.4018/japuc.2012010103

APA

Wu, Y. & Zhao, B. (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), 4(1), 23-28. http://doi.org/10.4018/japuc.2012010103

Chicago

Wu, Yaxiong, and Bing Zhao. "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) 4, no.1: 23-28. http://doi.org/10.4018/japuc.2012010103

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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.

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