SNS 루머에 대한 패션 기업의 대응전략은 효과적인가? : 루머 대응전략, 소비자 감동, 신뢰 및 기업 명성에 관한 연구

Abstract

This study analyzed effect of fashion company"s SNS rumor response strategy on consumer delight and trust and effect of consumer delight and trust on company reputation. Accordingly, this study proposed an effective strategy for responding to SNS rumor crisis. A survey was conducted with fashion consumers in their 20s and 30s who used SNS in consideration of the proportion by gender and age. Results showed that the SNS rumor response strategy could be classified into silence, denial, rebuttal, favor, and excuse strategies. Among these strategies, the favor and excuse strategy positively affected gladness and warmth. Denial strategy positively affected joy of consumer delight. The rebuttal strategy positively affected joy, but negatively affected gladness. In addition, the rebuttal and favor strategy in response to SNS rumor positively affected trust. Company reputation was classified into company management ability, communication and identity, and consumer delight and trust positively affected the reputation of fashion company. In conclusion, this study reveals that a fashion company"s SNS rumor response strategy is an effective strategy to move consumers" hearts and impress them or lead to trust. Results of this study can contribute to sustainable development of companies by emphasizing the importance of establishing a strategy to respond to rumors and suggesting effective response strategy to SNS rumors.