본 연구는 소비자의 개인성향과 사과문의 메시지 초점유형이 사과문에 대한 소비자반응에 미치는 영향을 분석했다. 기업의 사과문에 대한 소비자의 반응에 미치는 요인들에 대한 모형을 탐색하기 위해 본 연구는 최근 소비자행동 분야에서 활발하게 논의되고 있는 조절초점이론을 기업의 위기관리에 적용시켰고, 소비자 반응은 사과문에 대한 반응과 기업평가로 구분되었다. 그 결과 본 연구는 사과문에 대한 반응은 소비자의 조절초점에 대한 성향에 따라 달라지고, 사과문의 메시지 프레이밍과 소비자의 조절초점과의 적합성에 따라 달라진다는 가설을 제시했다. 이와 같은 연구모형을 검증하기 위해 본 연구는 2(예방성향 vs 향상성향) × 2(예방초점 메시지 vs 향상초점 메시지) 실험디자인을 설계하였고, 이 두 가지 요인들은 모두 개체간 요인으로 처리되었다. 본 연구는 응답자들의 조절초점에 관한 성향을 파악하기 위해 12개의 설문항목을 개발했고, 이들 항목들에 대한 응답을 바탕으로 예방성향 소비자와 향상성향 소비자가 구분되었으며, 기업의 사과문은 예방초점 메시지와 향상초점 메시지로 구분되어 제작되었다. 실험 결과 향상성향의 응답자들은 예방성향의 응답자들보다 기업의 사과문에 더 호의적으로 반응하였고, 조절초점에 대한 성향과 사과문의 메시지 프레이밍과의 적합성이 높을수록 그렇지 않은 경우보다 사과문에 대한 소비자 반응이 더 호의적으로 나타나고 있음이 확인되었다. 본 연구의 결과는 기업이 접하게 되는 위기 이벤트를 처리하는 방법에 대한 매우 유용한 관리적 시사점들을 제공하고 있다. 기업 관리자들은 이해관계자의 조절초점 성향에 맞춰 기업의 사과문에 대한 메시지 프레이밍을 개발할 필요가 있다. 마지막으로 본 연구의 기여도 및 한계점과 그에 따른 향후 연구방향이 논의되었다.
This study analyzed the effects of regulatory fit between individuals' regulatory focus and message framing on consumer responses to company's apologia. We applied regulatory focus theory to crisis communication strategies to develop a hypothetical model about the antecedents that may influence consumers' responses to company's apologia about unexpected crisis events, and specified consumer responses into reponses to the apologia and responses to the company. We suggest that consumers' reponses to company's apologia are influenced by their regulatory goal and are influenced by the fit between their regulatory focus and message framing. To test the hypothesized model, we used a 2(prevention versus promotion regulatory focus) × 2(prevention-focused versus promotion-focused message framing) experimental design, in which both variables are manipulated as between-subjects factors. Twelve items were developed to measure participants' regulatory goal. We classified participants into prevention focus or promotion focus based on their responses to regulatory goal and we developed prevention-focused and promotion-focused messages. We found that participants with promotion goal gave more favorable evaluations toward the company's apologia than those with those with prevention goal. In addition, we confirmed the regulatory fit effects in participants' responses to company's apologia. The results of this study provide very useful managerial implications about how to handle the crisis events that a company may face. Company managers need to develop message framing for apologia, considering stake-holders' regulatory goal. Lastly, we discussed contributions and the limitations of this study, and suggested future research directions.
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