패스트푸드 기업의 위기 대응 과정에서 위기책임 귀인요소와 메시지 유형이 고객의 제품태도와 구매의도에 미치는 영향에 관한 연구

Abstract

This study is about the effect on brand attitude and purchase intention of corporate crisis and crisis communication and the difference of the influence on recovery of brand attitude and purchase intention of message types of crisis communication according to attribution of responsibility. Although previous theoretical and operational discussions about crisis and crisis communication highly has been contributed to systematizing theories about crisis management, there was few studies to examine the effects empirically about ‘how to say’with just theoretical consideration. The previous studies were only interested in ‘what to say’ in the crisis situation. This study confirmed that corporate crisis influences significantly on attitude of consumers towards brand, and the strategy of crisis communication has a significant effect on recovery of brand attitude and purchase intention. Also, this study tries to establish strategies of concrete crisis action communication by verifying the difference about how different effects of message types of crisis action appear depending on the attribution of responsibility of crisis. First, when consumers were exposed to corporate crisis, it was expected to influence negatively on brand attitude and purchase intention. Also, if we performed crisis communication strategies, brand attitude and purchase intention would be recovered. This study suggest, by putting message types of crisis communication as a moderator, that when cause of responsibility for crisis lie the inside, explicit messages will influence more positively on brand attitude and purchase intention than implicit messages, when cause of responsibility for crisis lie the outside, implicit messages will influence more positively on brand attitude and purchase intention than explicit messages. To perform this study, we designed 2(attribution of responsibility for crisis: inside vs. outside) x 2(crisis action messages: explicit message vs. implicit message) using between-subject factor for experiments. Before performing this experiment, we carried out pretest 4 times in order to clarify selection of product family and brand and choice of crisis types and crisis message types. Results of this study are as following. First, corporate crisis influences negatively on brand attitude and purchase intention of consumers. Second, when a corporate encounters a crisis, crisis action message strategies have a positive effect on recovery of brand attitude and purchase intention damaged by company crisis Third, when attribution of responsibility for crisis lies the inside, explicit messages will influence more positively on recovery of brand attitude and purchase intention than implicit messages, and when attribution of responsibility for crisis lies the outside, implicit messages will influence more positively on recovery of brand attitude and purchase intention than explicit messages.