导　　师： 袁登华

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 广东外语外贸大学

摘　　要： 经济飞速发展，信息化浪潮快速卷来，企业面临的生存环境带有越来越多的不确定性，导致危机频发，不少企业已经背负着沉重的危机历史。本文通过以往对产品危机、道歉声明、公众愤怒、责任归因的研究回顾，梳理产品危机和企业道歉道歉与责任归因及公众愤怒的关系，并在此基础上结合当下企业危机频发的实情，提出本文假设和研究问题。 本文一共有5组假设和一个研究问题，均围绕一个研究主题——在危机历史背景下，不同要素组合的企业道歉对责任归因和公众愤怒情绪的影响。研究采用情境实验法，进行组间对比。共两组实验，实验一有6个被试组，实验二有3个被试组，共444人参与实验，最后得到311份有效数据。通过对数据进行协方差分析、相关分析等，对假设进行检验，并对研究问题进行讨论。整个研究得到的结论如下： /(1/)在危机历史的影响下，完整的包含认错、同情//悔恨、补偿、承诺四要素的企业道歉声明比只包含任何三要素的企业道歉声明缓解公众愤怒的程度更大。 /(2/)在危机历史影响下，不同要素组成的道歉声明对责任归因变化的影响不同。完整的道歉声明情境中，责任归因三要素的得分均出现明显下降，相对其他缺少任一元素的道歉声明情境具有显著差异。 /(3/)在危机历史影响下，责任归因三要素和公众愤怒呈现正相关，归因要素变化时，公众愤怒也同方向变化，归因要素和公众愤怒正相关。 /(4/)在危机历史影响下，企业道歉声明中各要素对于道歉效果的影响程度不同，有的要素更有影响力。 /(5/)在危机历史背景下，同是完整的道歉声明，积极认错和担责对比消极认错和担责对归因过程和公众愤怒情绪的影响具有显著差异，积极认错和担责的完整道歉声明情境中，责任归因和公众愤怒变化幅度更大。 As economic rapidly developing and informationization tide voluming, moreand more enterprise face the survival environment with a lot of uncertainty. Frequentbusiness crisis leads many companies saddled with heavy crisis history. Based on theliterature review of product crisis,corporate apology, public anger, attribution ofresponsibility, carding the relationship of product crisis and enterprise apology withattribution of responsibility and public anger, and combining with the present fact ofthe frequent enterprise crisis, we put forward hypothesis and research questions in thispaper. In this paper,a total of five assumptions and a research question are proposed,all built around a research topic-Under the background of crisis history, the influenceof different elements combination of corporate apology on attribution of responsibilityand the public anger. This reseach adopt situational experiment method and comparebetween groups.There are two experiments, the experimental1has six subjectsgroups, and the experiment2has three subjects group. A total of444people took partin the experiment, finally get311valid data. Through the data analysis of covariance,correlation analysis and so on, the hypothesis can be tested, and research questionswill be discussed. The valuable results we got are as followed: /(1/)Under the impact of the crisis history, the apology which contains fourelements-acknowledge of mistake, sympathy//remorse, compensation, andcorporate commitment can greater ease public anger than any of the three elements ofthe corporate apology. /(2/)Under the impact of the crisis history, the impacts of different elementscomposition elements of apology on responsibility attribution are not same. In the fullapology scenario, the scores of three elements of responsibility attribution weresignificantly declined relative to other apology scenario which lack one of the fourelements. /(3/)Under the impact of the crisis history,the three factors of responsibilityattribution and public anger are positively correlated.When the factors ofresponsibility attribution change, public anger also change in the same direction, dueto the positive correlation between responsibility attribution and the public anger. /(4/)Under the impact of the crisis history, the influence of different elementsof corporate apology to the effect of apology are different, some elements are moreinfluential. /(5/)Under the impact of the crisis history,with a full apology, the impact ofbearing active aknowledgement of mistake and responsibility contrast to bearingpassive aknowledgement of mistake and responsibility on the attribution process andpublic anger has significant differences. In the scenario of active and full apology,attribution of responsibility and public anger have greater magnitude of change.

关 键 词： 危机历史 责任归因 企业危机道歉 愤怒缓解

分 类 号： [F270]

领　　域： [经济管理] [经济管理]