기업 위기에 대한 심리적 메커니즘 고찰 : 기업신뢰의 매개역할을 중심으로

Abstract

Previous studies have focused on pursuing effective responses(Dutta and Pullig, 2011; Ferrin et al., 2007) and situations(Lei et al, 2012), difference due to corporate brand crisis and individual brand crisis(전성률 등, 2011) according to crisis types. Although researchers such as Silvia et al(2013) focused on exploring victims' crisis responses, they did not study the quality or performance of products crisis that are core to the corporate, only to the moral and ethical aspects of the corporate. Therefore, this study examines the mediate effect of intrinsic reactions of consumers on corporate attitude through trust, and further examines the moderating effects of crisis types. This study is composed of the following frameworks. First, we examine the effects of negative emotions, disappointment and despair on integrity trust, and further examine the effect of integrity trust on corporate attitude. Second, we examine the effects of perceived risk, severity and sensitivity on expertise trust, and then examine the effect of expertise trust on corporate attitude. Finally, we will look at the moderating effects of crisis types. As a result, research hypotheses and questionnaires were conducted and analyzed. Looking at the result of this study, first, consumers's disappointment and contempt about the crisis have a negative effect on corporate's integrity trust. Consumers' sensitivity to crises has a negative effect on corporate's expertise trust. However, the severity did not appear to have affected. Finally, there was no difference between groups according to type of crisis. In other words, emotional and cognitive responses appeared in both competence crisis and integrity crisis. Through this study, it would be most effective to use strategies that weaken negative emotions and risk perceptions regardless of corporate crisis type.