探讨消费者感知自利和指控可信度对企业道德失当应对策略有效性的影响

IF 2.2 3区 管理学 Q3 MANAGEMENT
Ma Liang (Lindsay)
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引用次数: 0

摘要

许多因道德问题而受到严厉批评的公司仍在蓬勃发展。消费者为什么继续支持和购买一些不道德的公司的产品,这一点还不太清楚。本研究利用道德判断中的自利偏见,探讨了消费者自利感知和指控信息可信度感知如何影响企业应对策略的有效性,以减轻消费者对企业道德不端行为的负面反应。在一项在线受试者间实验中,共有638名参与者提供了可用的问卷。结果表明,无论企业采取何种应对策略,消费者感知到的自身利益都会减轻他们对企业不当行为的负面反应。此外,当指控被认为是可信的时,消费者感知到的自利对感知到的企业能力的影响减弱。道歉能更好地保护消费者的态度、感知到的企业能力和信任;当指控的可信度较低时,它也会减轻负面口碑的意图。然而,当指控具有较高的可信度时,否认和攻击指控者可能更有效。本文进一步讨论了其理论和实践意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Exploring the Roles of Consumers' Perceived Self-Interest and Accusation Credibility on the Effectiveness of Response Strategies in Corporate Ethical Misconduct

Many companies that are heavily criticized for their morally questionable conduct keep thriving. It is not well understood why consumers continue supporting and purchasing from some morally wrong companies. Using self-interest bias in moral judgments, this study explored how consumers' perceived self-interest and perceived message credibility of the accusation influence the effectiveness of corporate response strategies to mitigate consumers' negative reactions to corporate ethical misconduct. A total of 638 participants provided usable questionnaires in an online between-subject experiment. The results showed that consumers' perceived self-interest mitigates their negative reactions to corporate misconduct, regardless of the corporate response strategies. Furthermore, the effects of consumers' perceived self-interest on perceived corporate ability were mitigated when the accusation was perceived to be credible. Apology better protects consumers' attitudes, perceived corporate ability, and trust; it also mitigates intentions of negative word-of-mouth when the perceived credibility of the accusation is low. However, denial and attack-the-accuser can be more effective when the accusation has high perceived credibility. The theoretical and practical implications were discussed further in the paper.

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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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