소비자 지각관점에서 빅데이터 자동차제품 피해위기가 소비자의 구매의도에 미치는 영향에 관한 연구 : 테슬라 (중국)를 들어보자 = The Influence of Organizational Research on the Impact of Big Data Auto Product Injury Crisis on Consumers' Purchase Intention from the Perspective of Consumer Perception: Take Tesla (China) for example

다국어 초록 (Multilingual Abstract)

This study is about studying the impact of commodity injury crisis onconsumer purchase at the point of consumer perception.
With the rapid development of science and technology, cloud computing, Internet of things, such as a new round of technological revolutionaccelerated to the penetration of the auto industry, promote the newenergyvehicles and artificial intelligence technology integration application, has become the new energy automotive industry important "weapon" of the development of high quality, thus was born the principle of advancedtechnology, with a new technology, new structure of the car. Big data cars such as BYD, Tesla, Xiaopeng and Nio have become "favorites" amongconsumers in China. At present, big data cars are no longer just a means of transportation, but have become the second largest mobile terminal equippe with various applications besides mobile phones. With the powerful
information collection and processing functions of various applicationsoftware, automatic driving, listening to music, watching movies, surfing the Internet, making phone calls and other artificial intelligence is getting higher and higher. By the end of May 2021, There were about 5.8 million newenergy vehicles in China, accounting for about 50 percent of the global total, Xinhua reported. China's auto sales are expected to reach 27.5 million units in 2022, up 5.4% year on year, with passenger vehicles up 8%andnew-energy vehicles sales surging to 5 million units, the China Media Group reported.
Product harm crisis is usually defined as an occasional and widelypublicized event in which a product is defective or harms customers. Although China's big data automobile consumption market is so huge, behind the explosive growth, due to the imperfections in technology, service, information security and other aspects and some other factors, product injurycrises have occurred frequently in recent years. For example, the "brake
failure" incident of Tesla, the "Mercury gate" incident of Ideal car, the "core change door" incident of Aulahao Cat, the spontaneous combustion of Xiaopeng car, and the death of the owner of NiO in a car accident
suspected of being caused by the auxiliary driving function, etc., have beensearched on the Internet for many times, causing the ferment of public opinion and becoming the focus of consumers' attention. Thus to the
enterprise operation and development caused obstacles, corporate image also caused a serious negative impact. Consumers, as direct purchasers and users of products, worry about the quality and safety of products as well as the service guarantee level of enterprises, to a certain extent, will affect the purchase intention. Therefore, how to maintain consumers' purchase intentionafter the product injury crisis of big data vehicles is an important content worthy of our study.
This paper adopts the methods of literature research, questionnaire survey, statistical analysis and so on. Based on the literature, the theories of product injury crisis and consumer purchase intention are elaborated, and the internal logical relationship between consumers' satisfaction with enterprises' crisis response strategy and their identification attitude to enterprises after crisis occurrence and consumers' purchase intention is investigated respectively. At the same time, from the perspective of consumer perception, this paper divides corporate image into two dimensions of corporate social responsibilityand corporate ability, and explores the internal logical relationship betweencorporate image and two attitudes of consumers (including consumer satisfaction and consumer identity) and consumers' purchase intention. Then, this study examines the mediating effect of consumer attitudes on perceivedcorporate image and purchase intention. Finally, the model considers the regulatory mechanism of risk perception between corporate image andconsumer attitude.
In this study, descriptive statistics, factor analysis, common methoddeviation test, reliability analysis, validity analysis and other tests were carried out on the data obtained by issuing questionnaires and usingsoftware such as Excel, Amos24, SPSS23.0, Smart-PLS 3.0 and SPSSAU. The conceptual model of corporate image and purchase intention perceivedby consumers in crisis situation is constructed and verified. This paper conducts a case study on the "brake failure" event of Tesla in April 2021. Through the empirical data analysis of the questionnaire, it finds the influence of consumer perception, consumer satisfaction and consumer identity on consumers' purchase intention. Finally, this study puts forwardsome feasible suggestions based on the data analysis results, which can help the company to improve the management system and improve the
company's ability to deal with product injury crisis. At the same time, it also provides some reference for the risk management of other enterprises' product injury crisis. The contribution of this paper lies in proposing the
concept of big data car and using empirical research method to reveal that consumers' real purchase intention is not only affected by product injurycrisis, but also comes from comprehensive factors of various aspects, whichprovides some reference for enterprises to deal with product injury crisis.