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首页> 外文学位 >Consumer Response to Transgression Relevance and Proactive Disclosure in 25 to 45 Year Olds Residing in the Mid-Atlantic and New England Regions of the United States
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Consumer Response to Transgression Relevance and Proactive Disclosure in 25 to 45 Year Olds Residing in the Mid-Atlantic and New England Regions of the United States

机译：居住在美国中大西洋和新英格兰地区的25至45岁年龄段消费者对过犯相关性和主动披露的反应

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摘要

Organizations are not immune to crisis events that result when managers commit transgressions that harm the relationship between the organization and its consumers (Tsarenko & Tojib, 2015). Marketing managers, crisis communication managers, and public relations professionals have a vested interest in understanding how consumers respond to transgressions that are relevant (vs. irrelevant) to the values espoused by the organization. In addition, managers must also consider the timing of their response to transgressions (Coombs, 2015). Claeys (2017) stated that organizations should expect that information about a crisis event will eventually surface. Organizations should seize the opportunity to frame the message around the transgression and rebuild trust by proactively disclosing transgression information before a third party does. The current study examined the relationship between transgression relevance (relevant vs. irrelevant), consumer attitude, willingness to purchase, and willingness to recommend. In addition, it examined the relationship between proactive disclosure, consumer attitude, willingness to purchase, and willingness to recommend. A two-way ANOVA analysis revealed negative relationships between transgression relevance and attitude, willingness to purchase, and willingness to recommend. Additional analyses revealed positive relationships between proactive disclosure and attitude, willingness to purchase, and willingness to recommend. No interaction effect was observed between transgression relevance and proactive disclosure as it related to attitude, willingness to purchase, and willingness to recommend. Under conditions where an organization behaves unscrupulously, organizations should take measures to more effectively assess risk and proactively disclose transgression information.
机译：组织无法幸免于管理者犯下危害组织与消费者之间关系的危机事件（Tsarenko＆Tojib，2015）。市场营销经理，危机沟通经理和公共关系专业人员对了解消费者如何应对与组织所倡导的价值观相关（相对无关）的违规行为有着既得利益。此外，管理者还必须考虑应对犯罪的时机（Coombs，2015年）。 Claeys（2017）指出，组织应该期望有关危机事件的信息最终会浮出水面。组织应抓住机会，在违规行为周围构筑信息，并在第三方之前主动披露违规信息来重建信任。本研究调查了违规相关性（相关性与无关性），消费者态度，购买意愿和推荐意愿之间的关系。此外，它还研究了主动披露，消费者态度，购买意愿和推荐意愿之间的关系。双向ANOVA分析显示，违规相关性和态度，购买意愿和推荐意愿之间存在负相关关系。其他分析显示，主动披露与态度，购买意愿和推荐意愿之间存在正相关关系。违规相关性与主动披露之间没有交互作用，因为这与态度，购买意愿和推荐意愿有关。在组织行为不检的情况下，组织应采取措施更有效地评估风险并主动披露违规信息。

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  • 作者

    Donovan, Lauren M.;

  • 作者单位

    Wilmington University (Delaware).;

  • 授予单位 Wilmington University (Delaware).;
  • 学科 Marketing.;Communication.
  • 学位 D.B.A.
  • 年度 2018
  • 页码 111 p.
  • 总页数 111
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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