應用危機情境溝通理論(SCCT)探討網路商店危機回應策略

隨著網路的普及，網路購物正逐漸取代實體商店，成為人們生活中不可或缺的一部分。資策會資料顯示，今年線上購物市場以近四成的年增率成長，2008 年將達2529億元。雖然網路購物在生活中已扮演極重要的角色，但消費者在網購時卻仍有疑慮。根據東方線上與資策會的調查，網購族上網購買商品時，最擔心的二項為因素分別為「販賣假貨」及「個人資料外洩」。當網路商店發生此類問題時，該如何處理使傷害降至最低是一重要且具迫切性的議題。本研究鎖定網路購物商店，探討當發生「個資外洩」與「販賣假貨」危機時，如何應用Coombs (1999)之危機情境溝通理論(SCCT)，為企業尋找較佳的回應方式。本研採用實驗設計法，分別操弄兩種危機型態（個資外洩及販賣假貨）及三種回應策略（不回應、承認錯誤與反駁）研究其對消費者態度的影響，並加入公司聲譽與知覺風險進行干擾效果分析。研究結果發現：網路商店發生危機對於消費者的態度將會造成負面影響；販賣假貨的負面影響較個資外洩嚴重；「承認錯誤」是最佳的回應方式，但僅在個資外洩情境下，較能明顯挽回消費者的態度。最後，良好的企業聲譽對危機處理有幫助；以及消費者知覺風險愈高的情況下，企業愈要採取「承認錯誤」策略。

關鍵字

危機情境溝通理論SCCT ；回應策略；公司聲譽；知覺風險；知覺嚴重性；責任歸因；購買意願

並列摘要

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 252.9 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 Information 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 response, 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.

並列關鍵字

Situational Crisis Communication Theory SCCT ； response strategy ； company reputation ； perceived risk ； perceived severity ； responsibility attribution ； purchase intention

國際替代計量

應用危機情境溝通理論(SCCT)探討網路商店危機回應策略

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