危机事件中企业印象管理策略与受众反应--基于归因理论的情境实验

摘要

结合印象管理理论和归因理论，通过情境实验的方法，探索受众对企业的责任推断以及后效反应。研究发现，面对危机事件，企业消极的印象管理策略（漠视）会导致受众更强的内部归因、可控归因和稳定归因，企业会受到更大程度的责任推断，受众更倾向于不能原谅企业的做法；企业积极有效的印象管理策略（道歉、理由）有助于产生较好的后效评价，进而维护甚至提高企业的形象。%Combined the theory of impression management and attribution theory; we explored the responsibility that the audiences respond to enterprise and aftereffects through the scenario simulation method. The research shows that, faced with crisis, enterprise's negative responses (deny, ignore)lead to internal, controllable and stability attribution, enterprises got a greater degree of responsibility judgment, and the audiences showed more intolerable practices; on the contrary, enterprise's positive and effective impression management strategy(apology, reason)could help create a better evaluation, and then maintain or even improve the image of the enterprise.