신제품 실패에 따른 기업의 대응유형전략이 소비자의 부정적 구전에 미치는 영향

Abstract

The purpose of this study is to investigate consumers’ negative WOMs due to the crisis response strategy that companies perform in crisis situations due to the failure of new products. To do this, the crisis scenarios and response strategies were manipulated using a virtual laptop company, and then an experiment was performed. In this experimental study, a 2(a company that has been engaged in caused- related marketing active vs. has not been)✕2(apology vs. denial)✕2(concrete vs. abstract) between-subject factorial design for analysis of variance was done focusing on 360 college and graduate students. The results of this experimental design are as follows. First, according to the response type strategies, it is found that apologizing rather than denying for the crisis response mitigates the negative WOMs more. Second, it is found that the companies that have engaged in cause-related marketing activities before the crisis caused by new product failure mitigate consumers' negative WOMs more than those which have not. Third, it is shown that the message strategy of the firm does not affect consumers' negative WOMs. Fourth, the interaction between the response type strategy and the cause-related marketing activities are found to exist, but the interaction between the response type strategy and the message strategy does not appear. Finally, we provide the theoretical and practical implications of our findings and suggest the limitation of the research and future directions.