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The Effect of Corporate Apology on Corporate Evaluation Recovery in CSR Activities to Overcome Corporate Crises : The Moderating Effect of Gender
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기업의 위기 극복을 위한 CSR 활동시, 기업의 사과가 기업 평가 회복에 미치는 영향: 성별의 조절 효과를 중심으로

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Type
Academic journal
Author
Park Eunyoung (국민대학교)
Journal
The Korean Psychological Association 한국심리학회지: 소비자·광고 한국심리학회지: 소비자·광고 제23권 제2호 KCI Accredited Journals
Published
2022.5
Pages
87 - 103 (17page)

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The Effect of Corporate Apology on Corporate Evaluation Recovery in CSR Activities to Overcome Corporate Crises : The Moderating Effect of Gender
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This study explores gender differences in relation to the effect of corporate apology on corporate evaluation recovery when implementing corporate social responsibility (CSR) to overcome corporate crises and the interaction effects thereof. Additionally, as a psychological mechanism of this effect, we examined the mediating effect of forgiveness. A 2 (apology: with apology and without apology) × 2 (gender: male and female) subject design was employed to examine the interaction effect of apology and gender. The data of 246 participants were collected through a questionnaire. Through the experiment, the following results are obtained. First, we found that the interaction effect between apology and gender for recovering corporate evaluation was significant. Second, the effect of apology on corporate evaluation was greater for women than men. Third, forgiveness mediated the interaction effect between apology and gender on corporate evaluation. Through this result, we confirm that when CSR is employed as a reactive crises management tool, the level of consumer forgiveness was higher when the apology strategy was employed than when not used. Additionally, women responded more to apologies than men because they exhibited more empathy for others. Therefore, when women are the primary agents of consumption and purchase, a sincere apology from a company may be important.
#대응적 위기 관리 #CSR #사과 #용서 #성별 #기업 평가의 회복 #responsive crisis management #CSR #apology #forgiveness #gender #recovery of corporate evaluation

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