本文選題：人數(shù)效應(yīng)　切入點：道歉　出處：《南開管理評論》2017年04期

【摘要】：企業(yè)在向消費者道歉時,應(yīng)該如何安排道歉者人數(shù),一位還是多位道歉者?本研究通過五個實驗揭示了企業(yè)道歉背景下的"人數(shù)效應(yīng)":(1)相比多人道歉,一人道歉使消費者表現(xiàn)出更高的寬恕意愿(實驗1a、2、3、4)和寬恕行為(實驗1b),且不同人數(shù)的多人道歉對寬恕的影響無顯著差異。(2)情緒共情和責(zé)任預(yù)期中介道歉者人數(shù)對寬恕的影響(實驗2)。具體而言,與多人道歉相比,消費者對一人道歉的情緒共情和責(zé)任預(yù)期更高,進(jìn)而促進(jìn)其寬恕。(3)道歉者的實體性調(diào)節(jié)消費者對一人/多人道歉的寬恕(實驗4),即高實體性可提升消費者對多人道歉的寬恕,從而弱化一人道歉與多人道歉在消費者寬恕上的差異。
[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.
【作者單位】： 中南財經(jīng)政法大學(xué)工商管理學(xué)院;暨南大學(xué)管理學(xué)院;多倫多大學(xué)羅特曼商學(xué)院;暨南大學(xué)經(jīng)濟學(xué)院;暨南大學(xué)深圳旅游管理學(xué)院;
【基金】：國家自然科學(xué)基金項目(71372169) 中央高校基本科研業(yè)務(wù)費專項資金項目(15JNLH005)資助
【分類號】：F274
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本文編號：1729444