Abstract: The impact of crisis response strategies on the purchase intentions is measured on 197 samples participating in a between-subjects experiment design which includes 3 response strategies (denial strategy, reticence strategy and recall strategy) and 2 reputations (good or bad). The results show that different response strategies have different effects on purchase intentions. However, the reticence strategy is the worst one. The enterprise reputation plays a moderating role in the relationship. The denial strategy is the best practice to the enterprise which has good reputation, while the recall strategy is the best practice to the enterprise which has bad reputation.

Key words: crisis response strategy, purchase intention, enterprise reputation