How Do Product‐Harm Crises Affect Trust: The Role of Perceived Betrayal and Reason for Crisis

ABSTRACT

Based on the number of enterprises involved, product‐harm crisis (PHC) can be categorised into single‐enterprise PHCs and group PHCs. However, most existing studies have predominantly focused on single‐enterprise PHCs, while largely neglecting group PHCs. This study aims to investigate the influence of different PHCs (single‐enterprise PHCs vs. group PHCs) on consumer trust (narrow‐scope trust and broad‐scope trust), specifically examining the mediating role of perceived betrayal and the moderating role of the reasons for crisis. Using a scenario‐based experimental design, we collected 250 adult consumers’ valid data via convenience sampling for quantitative empirical analysis. Statistical analyses, including ANCOVA and regression were adopted to test the proposed hypotheses. The results reveal that, compared to a single‐enterprise PHC, a group PHC triggers lower consumer trust. Crucially, perceived betrayal partially mediates the relationship between PHC and trust in enterprise. Additionally, the reasons for a PHC moderate both the direct effect of a PHC on trust in enterprise and the indirect effect through perceived betrayal. This research contributes to the theory of PHCs and offers practical implications for crisis management.