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Consumers' Confidence and Purchase Intentions for Product Recalls Based on Recall Spontaneity and Communication - Interaction Effects of Product Types and Consumers Sociological Characteristics -

  • Crisisonomy
  • Abbr : KRCEM
  • 2014, 10(10), pp.243-263
  • Publisher : Crisis and Emergency Management: Theory and Praxis
  • Research Area : Social Science > Public Policy > Public Policy in general

JUN SANG MIN 1 최은실 2

1호서대학교
2한국소비자원

Accredited

ABSTRACT

In order to find successful product recalls for both consumers and businesses, this study tested the level differences of consumers’ confidence and purchase intentions for product recalls according to recall spontaneity and communication. We also tested the interaction effects of product types and consumers’ sociological characteristics upon the consumers’ confidence and purchase intentions for product recalls. A web-based survey was conducted among 1,000 Korean consumers for car, industrial product, and food recalls. It was found that the levels of consumers' confidence and purchase intentions for spontaneous recalls are higher than that of mandatory recalls among all product types. The purchase intention levels for spontaneous recalls among the lowest income brackets is lower than that of higher income brackets. Additionally, the levels of consumers' confidence and purchase intentions for public recall communication is higher as compared to that of individual recall communication and closed recall communication. The levels of consumers' confidence and purchase intentions for food recalls is higher than that of car and industrial product recalls. People in their twenties have higher purchase intentions for individual and closed communications among industrial product recalls, and people in their forties and fifties have higher purchase intentions for public recall communications among all types of products than other age groups. Men have lower confidence levels on closed recall communications , but have higher confidence levels and purchase intentions on public recall communications than women among car recalls. Our results provide useful data for government agencies, businesses, and consumer education agencies on recall implementation plans which enhance the levels of confidence and purchase intentions for product recalls.

Citation status

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