企业社会责任沟通策略如何缓解产品伤害危机? 沟通策略与危机类型的交互作用

How Does CSR Communication Strategy Mitigate the Harm of PHC? Interaction Effect Between CSR Communication Strategies and Crisis Types

探讨企业如何选择适宜的社会责任沟通策略来缓解产品伤害危机造成的负面影响。共计开展两项实验,结果发现,危机类型与企业社会责任沟通策略之间存在交互作用,具体而言,当危机被消费者认为是有意为之时,反应型企业社会责任沟通策略能够获得消费者更加积极的企业态度;反之,当危机被消费者认为是无意造成时,前瞻型企业社会责任沟通策略能够获得消费者更加积极的企业态度。进一步分析显示,感知企业利他性中介了产品伤害危机类型与企业社会责任沟通策略对消费者企业态度的交互作用。

The current research aims to investigate how companies select the proper CSR communication strategies to mitigate the negative impact of crisis.Two lab experiments were conducted.The results show that there is an interaction effect between PHC type and CSR communication strategy.Specially,when the crisis is perceived as intentional,reactive strategy is leads to more positive corporate attitude.In the contrary,when the crisis is perceived as unintentional,proactive strategy is better.In addition,the mediation effect of perceived corporate altruism was examined.Thus,the author suggest that CSR communication strategy need to match PHC type to get higher perceived corporate altruism,which further increase consumer corporate attitude.