Coombs (1999) (SCCT) (SCCT)

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1 Coombs (1999) (SCCT) (SCCT)

2 Abstract Along with the popularization of the internet, the online shopping has gradually replaced the brick-and-mortar store and became an indispensable part of people s ordinary lives. The Institute for Information Industry shows that the annual growth of on-line shopping market increased by nearly forty percent in 2008 and will up to billion NT dollars. Although online shopping plays a vital role in people s ordinary life, consumers still have some considerations. According to Eastern Online and The Institute for Iinformation Industry, selling fake products and disclosing personal data are two of the most important considerations for consumers in terms of online shopping. When the above crisis of the online store happens, how to minimize negative impacts to the lowest level becomes an important and urgent topic. Therefore, this research focuses on how to use Situational Crisis Communication Theory (Coombs, 1999) to help online stores finding the best way to response when they face the crisis of selling fake products and confiding personal information of members. With the use of experiment approach, this research manipulated two crisis (selling fake products and confiding members personal information) and three response strategies (no respon se, admit mistakes and rebuttal) to explore their impacts on consumer s attitude. Company reputation and perceived risk were included as moderating variables. As a result, the research found that crisis of the online store influenced consumer attitude negatively; and selling fake products was more serious than disclosing personal data. Further, admitting the mistake is the most effective response strategy, but it only can remain consumer loyalty in the crisis situation of disclosing personal data. Finally, a well company reputation is helpful in dealing with the crisis situation. And when consumers hold high perceptions of risk, admitting the mistake were suggested as an active way to response. Key Words: Situational Crisis Communication Theory (SCCT), response strategy, company reputation, perceived risk, perceived severity, responsibility attribution, purchase intention II

3 Yahoo! % MIC ( ) Coombs 1999 (Situational Crisis Communication Theory) Laczniak, DeCarlo & Ramaswami (2001) (Lee & Tan, 2003) (Tan, 1999) (, 2004) ()( ) Coombs(1999) (SCCT) ( ) 1

4 ( ) ( ) ( ) () 2

5 (SCCT) (Fearn-Banks, 1996) Coombs(1999) (SCCT) SCCT (Situational Crisis Communication Theory) (Coombs & Holladay,2002) SCCT (Coombs,2006) SCCT SCCT Coombs (2006) McCollough Berry & Yadav (2002) 2008 E-ICP H1 3

6 (Coombs,2006) (Coombs & Holladay, 2002) SCCT (Coombs & Schmidt, 2000 Coombs & Holladay, 2001, 2002 Laufer & Gillespie, 2004) ( ) H2 ( 1) (Purchase intention) (Fishbein & Ajzen, 1975)(2001) Monroe & Krishnan (1985) Tan (1999) H3 4

7 ( 1) (Sherrell & Reidenbach, 1986 ) Coombs (2006) () SCCT Coombs (SCCT) H4-1( 2) H4-2( 2) (Dowling, 1986) Doney & Cannon (1997) Laczniak, DeCarlo & Ramaswami (2001) SCCT (Coombs, 2006) Laczniak, DeCarlo & Ramaswami (2001) 5

8 H5-1( 2) H5-2( 2) Bauer(1960) Bauer An instance of risk taking (Taylor, 1974; Dowling & Staelin, 1994) Baird & Thomas(1985) (Roselius, 1971; Taylor, 1974) H6-1 ( 2) H6-2( 2) 6

9 ( ) ( ) 1 H1 H2 ( 1) H3 ( 1) H4-1( 2) H4-2( 2) 7

10 H5-1( 2) H5-2( 2) H6-1 ( 2) H6-2( 2) ( ) (experiment design) ( ) 1. ( ) ( ) ( ) ( ) ( )

11 (1) (2) (3) 9

12 6~10 (4) ( ) 1. Fearn-Banks (1996). 2. Coombs (1999) (SCCT) (Coombs & Holladay, 2001)SCCT 3. Weun Beatty & Jones(2004) ( )(Likert) ( 7 1 ) 10

13 4. Coombs () 1 ( ) 2 (Likert) ( 7 1 ) 5. (Fishbein, 1975) Dick, Jain & Richardson(1996) 1 ( ) 2 ( ) (Likert) 2 ( 7 1 ) 6. Doney & Cannon (1997) ( / ) 7. Baird & Thomas(1985) SPSS 12.0 t 11

14 % 59.2% 40.8% % 21~ % 12.3% 87.5% 53.0% 27.4% 55.2% 17.3% 10.3% 60.3% 20,000 consistencystability Anastasi,1988internal-consistency reliability α 0.70 (2000 Guielford, 1965) Cronbach s α 0.70 ( ) 12

15 t ( ) ( ) ( ) t (t = p =.002) 1 ( ) t (t = p =.001) 2 ( ) 13

16 t (t =2.185 p =.030) t t p.002**.001**.030** ** p.05 * p.10 ( ) F p F 6.70 p III F (A) * (B) ** A*B ** p.05 * p.10 14

17 5 2 III F (A) ** (B) ** A*B ** **p.05 *p p

18 ( ) III F (A) ** (B) ** (C) * A*B A*C B*C A*B*C ** ** p.05 * p p H p

19 2 p p H5-2 ( ) p.898 H6-1 17

20 7 2 III F (A) ** (B) ** (C) ** A*B ** A*C B*C A*B*C * ** p.05 * p p H p p

21 4 2 19

22 ( ) ( ) ( ) ( ) ( ) ( 1) ( 1) ( 2) ( 2) ( 2) ( 2) ( 2) ( 2) (1) 20

23 (2) 2 (3) (4) (1) (2) 21

24 (3) (1) SCCT Coombs (2006) SCCT (2) (1) (2) (3) ( ) (1) (2) 2006 (3) 22

25 ( ) (1) (2) (3) 23

26 querytext Baird, I. S. & Thomas, H. (1985). Toward a contingency model of strategic risk taking. The Academy of Management Review, 10, Bauer, R. A. (1960). Consumer Behavior as Risk Taking, in R. S. Hancock(Ed.),Dynamic Marketing for a Changing World. Chicago: America Marketing Association, Coombs, W. T. (1999). Ongoing crisis communication: Planning, managing, and responding. Thousand Oaks, CA: Sage Publications. 12. Coombs, W. T. (2006). The protection powers of crisis response strategies: Managing reputational assets during a crisis. Journal of Promotion Management, 12(3/4), Coombs, W. T. & Holladay, S. J. (2001). An extended examination of the crisis situation: A fusion of the relational management and symbolic approaches. Journal of Public Relations Research, 13, Coombs, W. T. & Holladay, S. J. (2002). Helping crisis manager s 24

27 protect reputational assets: Initial tests of the situational crisis communication theory. Management Communication Quarterly, 16(2), Coombs, W. T. & Schmidt, L. (2000). An empirical analysis of image restoration: Texaco s racism crisis. Journal of Public Relations Research, 12(2), Dick, A., Jain, A. K. & Richardson, P. (1996). The Influence of Store Aesthetics on Evaluation of Private Label Brands. Journal of Product & Brand Management, 5(1), Doney, P. M. & Cannon, J. H. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), Dowling, G. R. (1986). Managing your corporate images. Industrial Marketing Management, 15, Dowling, G. R. & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1), Fearn-Banks, K. (1996). Crisis Communications: A Casebook Approach. Mahwah, N. J.: Lawrence Erlbaum Associates. 21. Fishbein, M. & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading MA: Addison-Wesley. 22. Guielford, J. P. (1965). Fundamental statistics in psychology and education (4thed.), New York: McGraw-Hill Inc. 23. Laczniak, R. N., DeCarlo, T. E. & Ramaswami, S. H (2001). Consumers responses to negative word-of-mouth communication: an attribution theory perspective. Journal of Consumer Psychology, 11, Laufer, D. & Gillespie, K. (2004). Differences in consumer attributions of blame between men and women: The role of perceived venerability and empathic concern. Psychology & Marketing, 21, Lee, C. H. & Tan, W. (2003). E-retailing versus Physical Retailing: A Theoretical Model and Empirical Test of Consumer Choice. Journal of Business Research, 56, McCollough, M. A., Berry, L. L. & Yadav, M. S. (2002). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Services Research, 3(2 ), Monroe, K. B. & Krishnan, R. (1985). The effect of Price on Subjective Product Evaluations. Lexington Book, USA, Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1) Sherrell, D. L. & Reidenbach, R. E. (1986). A Consumer Response 25

28 Framework for Negative Publicity: Suggestions for Response Strategies. 30. Taylor, J. W. (1974), The role of risk in consumer behavior. Journal of Marketing, 38(4), Tan, S. J. (1999). Strategies for Reducing Consumers Risk Aversion in Internet Shopping. Journal of Consumer Marketing, 16(2), Weun, S., Beatty, S. E. & Jones, M. A. (2004). The impact of service failure severity on service recovery evaluations and post-recovery relationships. Journal. Service Marketing. 2004, 18(2),

穨webj05-06

穨webj05-06 Vol. 5, No. 5, Dec 2002 WEB JOURNAL OF A Study Of The Website Content For Securities Brokerage Firms http://www.baf.cuhk.edu.hk/ocrd/cmr.htm Vol. 5, No.5, Dec 2002, 94 * A Study Of The Website Content