产品伤害危机事件的发生会影响消费者的态度和行为,其中消费者品牌转换行为是决定企业能否留住顾客的重要因素之一。本文通过文献研究,提出了产品伤害危机发生后消费者品牌转换的影响因素,为危机企业挽留消费者提供了理论指导。 Product Injury Crisis incidents affect the attitudes and behaviors of consumers. Consumer brand conversion is one of the important factors determining whether an enterprise can retain customers. This paper puts forward the influencing factors of consumer brand transformation after the product injury crisis through literature research, which provides the theoretical guidance for the crisis enterprise to retain consumers.