事件涉入、品牌忠誠與危機溝通

Event Involvement, Brand Loyalty and Crisis Communication

本研究以三星寫手門事件為案例，運用調查法探討涉入程度與品牌忠誠度對危機溝通效果之影響。研究發現在危機情境下，以品牌忠誠度來劃分公眾類型優於以事件涉入程度來劃分。唯面對低忠誠度消費者而言，高涉入比低涉入者有更強烈的情緒反應與更多負面口碑之意圖。因此，企業應該在平時培養高忠誠的消費者，以期望在危機發生時，能用較低的成本或代價度過難關。另外對於品牌忠誠度低的消費者，組織應掌握即時回應原則，盡速讓危機事件落幕，從而降低消費者對危機事件的涉入程度，才能有效減輕消費者的負面情緒以及負面口碑。

This study employed a questionnaire survey to explore the impact of crisis involvement and brand loyalty on the crisis communication effects for the case of Samsung writers event. The results show that the division of consumer type by brand loyalty is better than the degree of crisis involvement in crisis situations. When faced with low-loyalty consumers, high involvement consumers are more likely to engage in more emotional reactions and negative word-of-mouth than those who are less involved. Therefore, corporations should usually cultivate highly loyal consumers in the hope that they will be able to weather the crisis with low costs. In addition, for consumers with low brand loyalty, corporations should grasp the principle of immediate response, as soon as possible to end the crisis, thereby reducing crisis involvement in order to effectively reduce consumer negative emotions and negative word-of-mouth.