기업 범죄 위기 유형, 위기 주체, 위기 커뮤니케이션 전략이 공중의 부정적 위기 감정, 부정적 행동 의도, 구매 의도에 미치는 영향

This study attempted to classify corporate crisis into two types by applying the concept of corporate crime. It investigated the effects of characteristics of crises and crisis communication strategy on publics’ negative emotions (disappointment and anger), negative behavioral intentions (negative word-of-mouth [WOM]) and brand switching intention), and purchase intention. This study conducted a 2 (crisis type of corporate crime: gapjil vs. tax evasion) × 2 (locus of responsibility: corporation vs. CEO) × 2 (crisis communication strategy: apology vs. no response) between-subjects experiments with 325 participants. It found that crisis types of corporate crime significantly affected anger, negative WOM, and brand-switching intention. It also indicated that gapjil crisis elicited stronger negative anger, negative WOM, and brand-switch intention than did tax evasion crisis. Regarding locus of responsibility, when the locus of crisis responsibility was the CEO, participants showed stronger disappointment and anger than when the locus of crisis responsibility was a corporation. When the corporation apologized for the crisis, participants showed less negative emotions, less negative behavior intentions, and more purchase intention than when the corporation showed no response. Finally, the results of this study emphasized the significance of crisis communication strategy over the characteristics of crises in initiating less negative emotions, less negative intentions, and more purchase intention.