Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of a Company's Response Type Strategy due to New Product Failure on Consumers' Negative WOMs : The Moderating Roles of both Cause-related Marketing Activity and Message Strategy

신제품 실패에 따른 기업의 대응유형전략이 소비자의 부정적 구전에 미치는 영향: 공익연계 마케팅 활동여부와 메시지전략의 조절역할

  • Received : 2018.04.06
  • Accepted : 2018.04.22
  • Published : 2018.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

The Purpose of This Study is to Investigate Consumers' Negative WOMs due to the Crisis Response Strategy that Companies Perform in Crisis Situations due to the Failure of New Products. To do This, the Crisis Scenarios and Response Strategies were Manipulated Using a Virtual Laptop Company, and then an Experiment was Performed. The Results of This Experimental Design are as Follows. First, According to The Response Type Strategies, It is Found that Apologizing rather than Denying for the Crisis Response Mitigates the Negative WOMs more. Second, It is Found that the Companies that have Engaged in Cause-Related Marketing Activities before the Crisis Caused by New Product Failure Mitigate Consumers' Negative WOMs more than those which have not. Third, It is Shown that the Message Strategy of the Firm does not Affect Consumers' Negative WOMs. Fourth, the Interaction between the Response Type Strategy and the Cause-Related Marketing Activities are Found to Exist, but the Interaction Between The Response Type Strategy and the Message Strategy does not Appear.

본 연구의 목적은 기업이 신제품의 실패로 인한 위기상황에서 실시하는 위기대응 전략에 대한 소비자의 부정적 구전에 대하여 알아보고자 한다. 이를 위해 가상의 기업을 사용하여 위기 시나리오 및 대응전략을 조작한 다음 실험을 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 대응유형 전략에 따르면, 위기 대응전략은 부정보다 사과를 실시하는 것이 부정적 구전을 더 완화시키는 것으로 나타났다. 둘째, 신제품 실패로 인한 위기 이전에 공익연계마케팅 활동을 실시한 회사는 소비자의 부정적 구전 완화에 더욱 효과적인 것으로 나타났다. 셋째, 기업이 실시하는 메시지 전략은 소비자의 부정적 구전에 영향을 미치지 않는 것으로 나타났다. 넷째, 위기대응전략과 공익연계 마케팅의 상호작용 효과는 유의하게 나타났지만 위기대응 전략과 메시지 전략 간의 상호작용효과는 유의하지 않은 것으로 나타났다.

Keywords

References

  1. Grappi, S., Romani, S. and Bagozzi, R. P., "Consumer Response to Corporate Irresponsible Behavior: Moral Emotions and Virtues," Journal of Business Research, Vol. 66, No. 10, pp. 1814-1821, 2013. https://doi.org/10.1016/j.jbusres.2013.02.002
  2. Lee, S. K. and Lee, M. C., "The Effectiveness of Coping Strategy for Various Types of Corporate Crises Related to Product," The Korean Journal of Advertising and Public Relations, Vol. 9, No. 3, pp. 186-218, 2007.
  3. Lee, J. K. and Park, J. C., "The Study of Effective Coping Strategy to Corporate Crisis," Korea Research Academy of Distribution and Management Review, Vol. 20, No. 6, pp. 63-74, 2017.
  4. Park, J. C., An, W. J and, Lee, H. J., "The Effects of Corporate Corresponding Time on the Negativity Publicity," Asia Marketing Journal Vol. 12, No. 4, pp. 113-136, 2011.
  5. Lee, B. K., "Audience-Oriented Approach to Crisis Communication: A Study of Hong Kong Consumers' Evaluation of An Organizational Crisis," Communication Research, Vol. 31, No. 5, pp. 600-618, 2004. https://doi.org/10.1177/0093650204267936
  6. Kim, P. H., Ferrin, D. L., Cooper, C. D. and Dirks, K. T., "Removing The Shadow of Suspicion: The Effects of Apology Versus Denial for Repairing Competence-Versus Integrity-Based Trust Violations," Journal of Applied Psychology, Vol. 89, No. 1, pp. 104-118, 2004. https://doi.org/10.1037/0021-9010.89.1.104
  7. Jun, S. Y., Chae, R. and Park, H. K., "The Influence of the Characteristics of the WOM Information on the WOM Communication Intention of a Sender," Journal of Consumer Studies, Vol. 26, No. 5, pp. 71-91, 2015.
  8. Yang, Y .and Kim, M., "The Influence of Construal Level, Message type, and Temporal Distance on Message Attitude and Purchase Intention," The Korean Journal of Advertising and Public Relations, Vol. 23, No. 2, pp. 151-172, 2012.
  9. Lee, A. Y., Keller, P. A. and Sternthal, B., "Value from Regulatory Construal Fit: The Persuasive Impact of Fit Between Consumer Goals and Message Concreteness," Journal of Consumer Research, Vol. 36, No. 5, pp. 735-747, 2009. https://doi.org/10.1086/605591
  10. Cha, H. W., "Study on The Influence of Crisis Type and Relationship Management to The Crisis Communication Strategy," Journal of Public Relations, Vol. 6, No. 2, pp. 189-232, 2002.
  11. Bhattacharya, C. B. and Sen, S., "Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives," California Management Review, Vol. 47, No. 1, pp. 9-24, 2004. https://doi.org/10.2307/41166284
  12. Klein, J. and Dawar, N., "Corporate Social Responsibility and Consumers' Attributions and Brand Evaluations in a Product-Harm Crisis," International Journal of Research in Marketing, Vol. 21, No. 3, pp. 203-217, 2004. https://doi.org/10.1016/j.ijresmar.2003.12.003
  13. Dawar, N. and Pillutla, M. M., "Impact of Product-Harm Crises on Brand Equity: The Moderating Role of Consumer Expectations," Journal of Marketing Research, Vol. 37, No. 2, pp. 215-226, 2000. https://doi.org/10.1509/jmkr.37.2.215.18729
  14. Liu, G., Ko and W. W., "An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives," Journal of Business Ethics, Vol. 100, No. 2, pp. 253-281, 2011. https://doi.org/10.1007/s10551-010-0679-7
  15. Dean, D. H., "Consumer Reaction to Negative Publicity: Effects of Corporate Reputation, Response, and Responsibility for a Crisis Event," The Journal of Business Communication (1973), Vol. 41, No. 2, pp. 192-211, 2004. https://doi.org/10.1177/0021943603261748
  16. Smith, S. M. and Alcorn, D. S., "Cause Marketing: A New Direction in The Marketing of Corporate Responsibility," Journal of Consumer Marketing, Vol. 8, No. 3, pp. 19-35, 1991. https://doi.org/10.1108/07363769110035054
  17. Grau, S. L., Folse and J. A. G., "Cause-Related Marketing (CRM): The Influence of Donation Proximity and Message-Framing Cues on The Less-Involved Consumer," Journal of Advertising, Vol. 36, No. 4, pp. 19-33, 2007.
  18. Coombs, W. T., "Information and Compassion in crisis Responses: A Test of their Effects," Journal of Public Relations Research, Vol. 11 No. 2, pp. 125-142, 1999. https://doi.org/10.1207/s1532754xjprr1102_02
  19. Lee, M. W. and Cho, S. Y., "Effect of Compensation Type on Brand Attachment, Involvement, Trust, and Acceptance of Apology in Crisis Situations," Korean Journal of Journalism & Communication Studies, Vol. 54, No. 1, pp. 153-181, 2010.
  20. Fang, G. Z., "The Effects of Coping Strategy of Corporate Crisis in Corporate Reputation," KOREAN NPO Review, Vol. 15, No. 2, pp. 55-65, 2010.
  21. McDonald, L. M., Sparks, B. and Glendon, A. I., "Stakeholder Reactions to Company Crisis Communication and Causes," Public Relations Review, Vol. 36, No. 3, pp. 263-271, 2010. https://doi.org/10.1016/j.pubrev.2010.04.004
  22. Jeong, H. and Choi, Y. H., "The effect of Stakeholder Emotions on Crisis Communications," Advertising Research, Vol. 95, No., pp. 349-371, 2012.
  23. Seol, S. C., Jung, S. G. and Choi, W. Y., "The Impact of Crisis Response Strategy on Brand Attitude: Focus on the Crisis Type and Cause Related Marketing," Management Information Systems review, Vol. 34, No. 5, pp. 251-276, 2015.
  24. Jin, Y. and Lee, J. E., "The Comparing as Crisis Communication Perceptions of Korean and Chinese College Students," Public Policy Review, Vol. 26, No. 4, pp. 115-140, 2012. https://doi.org/10.17327/ippa.2012.26.4.005
  25. Bradford, J. L. and Garrett, D. E., "The Effectiveness of Corporate Communicative Responses to Accusations of Unethical Behavior," Journal of Business Ethics, Vol. 14, No. 11, pp. 875-892, 1995. https://doi.org/10.1007/BF00882067
  26. Park, E. A., Heo, Y. J. and Yoo, H. G., "The Influences of the Brand-Cause Relevance and Participation Type on Cause-related Advertisement Effects," Korean Journal of Broadcasting and Telecommunication Studies, Vol. 19, No. 1, pp. 286-325, 2005.
  27. Folkes, V. S. and Kamins, M. A., "Effects of Information about Firms' Ethical and Unethical Actions on Consumers' Attitudes," Journal of Consumer Psychology, Vol. 8, No. 3, pp. 243-259, 1999. https://doi.org/10.1207/s15327663jcp0803_03
  28. Strahilevitz, M., "The Effects of Prior Impressions of a Firm's Ethics on The Success of A Cause-Related Marketing Campaign: Do The Good Look Better While The Bad Look Worse?," Journal of Nonprofit & Public Sector Marketing, Vol. 11, No. 1, pp. 77-92, 2003. https://doi.org/10.1300/J054v11n01_06
  29. Galan-Ladero, M. M., Galera-Casquet, C. and Wymer, W., "Attitudes Towards Cause-Related Marketing: Determinants of Satisfaction and Loyalty," International Review on Public and Nonprofit Marketing, Vol. 10, No. 3, pp. 253-269, 2013. https://doi.org/10.1007/s12208-013-0103-y
  30. Rossiter, J. R. and Percy, L., "Visual Imaging Ability as a Mediator of Advertising Response," ACR North American Advances, Vol. 5, No., pp. 621-629, 1978.
  31. Sung, Y. S., Kim, S. J. and Kim, M. N., "The effect of a benefit hierarchy in advertising messages -Focusing on a consumer involvement," The Korean Journal Of Consumer And Advertising Psychology, Vol. 8, No. 1, pp. 35-55, 2007. https://doi.org/10.21074/kjlcap.2007.8.1.35
  32. MacKenzie, S. B., Lutz, R. J. and Belch, G. E., "The Role of Attitude Toward The Ad as A Mediator of Advertising Effectiveness: A Test of Competing Explanations," Journal of Marketing Research, Vol. 23, No. 2, pp. 130-143, 1986. https://doi.org/10.2307/3151660
  33. Yoon, K. and Cho, J. S., "The effect of a crisis caused by a negative media publicity on corporate reputation: The role of corporate social responsibility activities," Journal of Public Relations, Vol. 9, No. 2, pp. 196-220, 2005.
  34. Yoon, K. and Suh, S. H., "The Influence of Corporate Advertising and Social Responsibility Activities on Corporate Image and Brand Attitudes," Advertising Research, Vol. 61, No. 1, pp. 47-72, 2003.
  35. Kim, M. K. and Kim, S. J., "The Effects of Corporate Social Responsibility on the Corporate Reputation and Brand Attitude in the Moral Crisis Situation," Advertising Research, Vol. 83, No. Summer, pp. 313-337, 2009.
  36. Trope, Y. and Liberman, N., "Connatural-Level Theory of Psychological Distance," Psychological Review, Vol. 117, No. 2, pp. 440-463, 2010. https://doi.org/10.1037/a0018963
  37. Coombs, T. W. and Holladay, S. J., "Unpacking The Halo Effect: Reputation and Crisis Management," Journal of Communication Management, Vol. 10, No. 2, pp. 123-137, 2006. https://doi.org/10.1108/13632540610664698
  38. Benoit, W. L., "Image Repair Discourse and Crisis Communication," Public Relations Review, Vol. 23, No. 2, pp. 177-186, 1997. https://doi.org/10.1016/S0363-8111(97)90023-0
  39. Marquez, F. T."Advertising Content: Persuasion, Information or Intimidation?," Journalism Quarterly, Vol. 54, pp. 482-491. 1977. https://doi.org/10.1177/107769907705400306
  40. Kim, S. H., "A Study on Relationship of Salesperson's, Relationship Beliefs, Negative Emotion Regulation Strategies, and Prosocial Behavior to Customer," Management Information Systems review, Vol. 34, No. 5, pp. 191-212, 2015.
  41. Kim, D. W and, Yoon, Y. M., "Trust Formed on Social Network Services as a Shield for an Organization in a Crisis : Analysis on the Moderating Effect of Trust between Negative Emotions and Intention of Negative Behavior," Korean Journal of Journalism & Communication Studies, Vol. 59, No. 2, pp. 196-225, 2015.
  42. Kangun, N., Carlson, L. and Grove, S. J., "Environmental Advertising Claims: A Preliminary Investigation," Journal of Public Policy & Marketing, Vol. 10, No. 2, pp. 47-58, 1991