The impact of crisis management strategies and corporate reputation on chinese consumers’ purchase intention in e-commerce

Abstract

The main purpose of this research is to study the influence of crisis management strategy on corporate reputation, users' intention to buy on e-commerce platform and corporate e-reputation. This research takes Alibaba as an case study to research and use the Image Restoration Theory after the outbreak of its crisis management. Took 200 samples of Chinese consumers who had at least 6 months of online shopping experience on the website. Using Multiple Regression analysis to test the hypothesis with the significance level was 0.05. Firstly, respondents' attitude towards Alibaba's crisis management strategy was neutral(Mean=2.57,SD= .59).Secondly, Respondents had an positive reputation toward Alibaba products. Descriptive research results showed that samples have high willingness to buy Alibaba products (Mean=3.72, SD=.01).Thirdly， the findings significantly predict their corporate reputation at the rate of 54.7%. And Chinese consumers' perception of Alibaba's corporate reputation in six related aspects had no significant impact on consumers' purchase intention (0.5%). KEYWORDS: Crisis management strategy, corporate reputation, purchase intention, e-commerce , Alibaba