“单枪匹马”还是“人多势众”——企业道歉者人数对消费者宽恕的影响

被引：17

作者：

冉雅璇 ^{[1
]}

卫海英 ^{[2
]}

Sam JMaglio ^{[3
]}

黄敏 ^{[4
]}

李清 ^{[5
]}

机构：

[1] 中南财经政法大学工商管理学院

[2] 暨南大学管理学院

[3] 多伦多大学罗特曼商学院

[4] 暨南大学经济学院

[5] 暨南大学深圳旅游管理学院

来源：

南开管理评论 | 2017年 / 20卷 / 04期

关键词：

人数效应; 道歉; 宽恕; 情绪共情; 责任预期; 实体性;

D O I：

暂无

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

企业在向消费者道歉时,应该如何安排道歉者人数,一位还是多位道歉者?本研究通过五个实验揭示了企业道歉背景下的"人数效应":(1)相比多人道歉,一人道歉使消费者表现出更高的宽恕意愿(实验1a、2、3、4)和宽恕行为(实验1b),且不同人数的多人道歉对宽恕的影响无显著差异。(2)情绪共情和责任预期中介道歉者人数对宽恕的影响(实验2)。具体而言,与多人道歉相比,消费者对一人道歉的情绪共情和责任预期更高,进而促进其宽恕。(3)道歉者的实体性调节消费者对一人/多人道歉的宽恕(实验4),即高实体性可提升消费者对多人道歉的宽恕,从而弱化一人道歉与多人道歉在消费者宽恕上的差异。

引用

页码：38 / 48

页数：11

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