기업 유형에 기반한 위기 유형과 사과문 메시지 순서가 사과문 진정성과 용서의도에 미치는 영향: 중국인 유학생을 중심으로

초록

Corporate association image can be divided into two types: corporate ability (CA) image about product and service quality, and CSR image. When an organization faces a crisis at the area of strong corporate association image and suffers negative perceptions from the crisis, strong corporate association image can worsen the negative perceptions rather than weakened the perceptions. This research examined how the congruence between corporate association image and crisis types can affect consumers’ perceptions. We further examined the effects of apology structure frequently used by Korean companies on the perceived apology sincerity and intention to forgive. This research intended to examine how the order of apology statement with future correction actions and compensation affects the perceived apology sincerity and intention to forgive. This research used 2 (corporate association image: CA vs. CSR) X 2 (crisis types: CA crisis vs. CSR crisis) X 2 (apology statement types: corrective action first vs. compensation first) design and analyzed the interaction effects of independent variables on the perceived sincerity of apology and intention to forgive. Considering the situation of Korean companies expanding into China, this study conducted an experiment targetng Chinese students. The results showed that the congruence between corporate association image and crisis types have significant interaction effects on the dependent variables. When a company faces a crisis at the area of strong corporate association image, the corporate association image works as a boomerang on consumers’s responses. In addition, crisis types and apology statement types showed significant interaction effects on the dependent variables. For the CA crisis type, an apology that showed corrective action first elicited higher perceived sincerity and intention to forgive compared to the apology that showed compensation first. For the CSR crisis type, an apology that showed compensation first elicited higher perceived sincerity and intention to forgive compared to the apology that showed corrective action first.

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