“单枪匹马”还是“人多势众”——企业道歉者人数对消费者宽恕的影响

发布时间：2018-04-10 03:21

  本文选题：人数效应　切入点：道歉　出处：《南开管理评论》2017年04期

【摘要】：企业在向消费者道歉时,应该如何安排道歉者人数,一位还是多位道歉者?本研究通过五个实验揭示了企业道歉背景下的"人数效应":(1)相比多人道歉,一人道歉使消费者表现出更高的宽恕意愿(实验1a、2、3、4)和宽恕行为(实验1b),且不同人数的多人道歉对宽恕的影响无显著差异。(2)情绪共情和责任预期中介道歉者人数对宽恕的影响(实验2)。具体而言,与多人道歉相比,消费者对一人道歉的情绪共情和责任预期更高,进而促进其宽恕。(3)道歉者的实体性调节消费者对一人/多人道歉的宽恕(实验4),即高实体性可提升消费者对多人道歉的宽恕,从而弱化一人道歉与多人道歉在消费者宽恕上的差异。
[Abstract]:When companies apologize to consumers, how should they arrange the number of apologizers, one or more?In this study, five experiments were conducted to reveal that the "number effect" of "number effect" in the context of corporate apology is more than that of multiple apologies.One person's apology caused consumers to show a higher willingness to forgive (experiment 1a / 2 / 3 / 4) and forgiveness behavior (experiment 1bn, and there was no significant difference in the effect of multiple apologies on forgiveness among different numbers of people.) the number of emotional empathy and responsibility expectation mediates the number of apologizers.The effect of forgiveness (experiment 2).In particular, consumers expect a higher level of emotional empathy and responsibility for an apology than for multiple apologies.In turn, it promotes the entity of the apologizer to regulate the consumer's forgiveness of one or more apologies (experiment 4, that is, the high materiality can enhance the consumer's forgiveness of more than one apology,This weakens the difference between one apology and more than one apology in consumer forgiveness.
【作者单位】： 中南财经政法大学工商管理学院;暨南大学管理学院;多伦多大学罗特曼商学院;暨南大学经济学院;暨南大学深圳旅游管理学院;
【基金】：国家自然科学基金项目(71372169) 中央高校基本科研业务费专项资金项目(15JNLH005)资助
【分类号】：F274
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本文编号：1729444