Impact of perceived risk on purchase intention in product-harm crisis

The perceived risk plays an important role in customers´ buying decision. For increasing the customer´s purchase intention ,decreasing the customer´s perceived risk is the most usual way. Most of the previous researches related with the perceived risk focused on the normal buying environment, while this article mainly discusses the specific dimensions of the perceived risk including: financial risk, function risk, the body risk, the social risk and the psychological risk which have significant influence on the customer´s purchase intention in the context of the product-harm crisis, thus validated the hypothesis that the perceived risk were made of the above five dimensions and made targeted marketing suggestions for enterprises to deal with the product-harm crisis.