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The present study has concentrated on online crisis response strategies that stimulate online purchase and the acceptance of online purchase intention (OPI) in the marketplace. However, few studies have examined the online crisis response strategies undertaken to alleviate the online crisis. Therefore, on the basis of the Stimulus Organism Response framework and online crisis response strategies, this study offered and tested a model that inspected the effect of online crisis response strategies on OPI through online brand attitude (OBA). Brand perceived usefulness (BPU) was observed as a borderline condition between OBA and OPI. We recruited 392 working professionals undertaking the Master of Business Administration program at a large public university in China. The results suggest that OBA mediates the association between online crisis response strategies and OPI. Similarly, BPU moderates the association between OBA and OPI. The responses with high BPU maximize the effect of online crisis response strategies on OBA. On the basis of the study outcomes, contributions to theory and practice, limitations, and future guidelines are well discussed.

Impact of Online Crisis Response Strategies on Online Purchase Intention: The Roles of Online Brand Attitude and Brand Perceived Usefulness