评估危机外溢风险:中国企业对危机严重性的认知和应对效果的作用

IF 2.6 3区 管理学 Q3 MANAGEMENT
Yijing Wang, Daniel Laufer, Jia Ding
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引用次数: 0

摘要

尽管危机的溢出效应是危机传播研究中一个新兴的关注领域,但在中国这样的新兴市场,消费者对另一家公司的不当行为所导致的危机溢出风险的看法仍未得到充分探讨。本研究旨在通过评估危机的严重程度和企业的战略应对措施如何影响消费者对另一家企业不当行为所造成的危机外溢风险的看法来填补这一空白。预先测试(N = 120)确定了中国汽车行业特有的两种企业不当行为。这些情景被用于在线实验(N = 320),以考察竞争对手汽车制造商的两种危机应对策略(发表否认声明与不做任何回应)的效果。结果表明,当企业的不当行为被认为更严重时,其对行业的危机溢出风险就会更高,这种风险感知介导了危机严重性对负面口碑的影响。做出否认比不做出回应更有效,也会给消费者带来更积极的结果。这项研究揭示了通过溢出效应影响消费者对受危机间接影响的公司的态度的复杂动态。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Assessing crisis spillover risks: The role of perceived severity and corporate response effectiveness in China

Although the spillover effect of crises represents an emerging area of interest within crisis communication studies, the perspective of consumers on the risk of crisis spillover as a result of corporate misconduct by another company remains underexplored in emerging markets like China. This study aims to fill the void through assessing how the severity of a crisis and the strategic responses by companies influence consumer perceptions of spillover risks from corporate misconduct by another company. A pre-test (N = 120) determined two corporate misconducts as characteristic for the automotive industry in China. These scenarios were utilized in an online experiment (N = 320) to examine the effects of two crisis response strategies (issuing a denial vs. giving no response) by a competitor automaker. The results reveal that when a corporate misconduct is perceived as more severe, the perceived crisis spillover risks to the industry is higher; this perceived risk mediates the impact of crisis severity on negative word-of-mouth. Issuing a denial is more effective than giving no response, and leads to more positive consumer outcomes. This research unravels the complex dynamics at play in shaping consumer attitudes towards companies indirectly impacted by a crisis through a spillover effect.

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来源期刊
CiteScore
5.40
自引率
12.90%
发文量
51
期刊介绍: The Journal of Contingencies and Crisis Management is an invaluable source of information on all aspects of contingency planning, scenario analysis and crisis management in both corporate and public sectors. It focuses on the opportunities and threats facing organizations and presents analysis and case studies of crisis prevention, crisis planning, recovery and turnaround management. With contributions from world-wide sources including corporations, governmental agencies, think tanks and influential academics, this publication provides a vital platform for the exchange of strategic and operational experience, information and knowledge.
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