제품의 부정적 정보에 대한 공중의 커뮤니케이션 반응 행동 연구 기업 명성과 접촉 매체 유형(포털 사이트, 페이스북)을 중심으로

초록

In the area of crisis management communication, the development of new media and the public’s activeness are receiving considerable attention. In the past, information was delivered in one direction through a limited number of media channels. However, with the new developments in media, the public is playing a role as an actor in the crisis communication situation rather than simply receiving information. Focusing on the developmental process of crisis formation, this research examines how a corporation’s reputation(high/low) and the contact media type(web portal/Facebook) may affect the public’s reactive communication behavior(defensive/offensive/avoidance) to negative product information of the corporation. Apart from the expected main effect of communication behaviors on the corporation’s reputation and contact media type for negative product information, a verification of interaction effects of the two independent variables(corporate reputation/contact media type) on the dependent variable(reactive communication behavior) was also conducted. For this verification, four different analyses based on the independent variables(reputation and contact media type) were implemented through an inter-group factor analysis. The survey was conducted online and utilized data from 242 samples via the stratified proportional allocation sampling method considering for the target’s gender, age, and location. With the collected data, Multivariate Analysis of Covariance(MANCOVA) was completed using SPSS 22.0. According to the results, first, the corporation’s reputation(high/low) had meaningful differences from ‘defensive’ and ‘offensive’ reaction behaviors. When receiving negative product information of a corporation with high reputation, the public tended to show ‘defensive’ communication behavior in support of the corporation. On the other hand, when it was about a corporation with low reputation, the public tended to show ‘offensive’ communication behavior in criticisms of the corporation. These results confirmed that the public tends to show different reactive communication behaviors to negative product information based on the corporation’s reputation rather than simply accepting it. Second, different reactive communication behaviors(defensive/offensive) occurred based on the contact media type. The comparison of the public’s reactive communication behaviors when negative product information was delivered on a web portal and when on Facebook showed that both ‘defensive’ and ‘offensive’ behaviors were higher on Facebook. That is, the public tended to have more voluntary and active reactive communication behaviors, either in support or criticisms, through Facebook rather than the web portal. Last, a meaningful interaction effect was found for one of the reactive communication behaviors, ‘avoidance,’ between the corporation’s reputation and contact media type. Specifically, the public tended to show ‘avoidance’ behavior when facing negative product information of a corporation with high reputation through Facebook. However, for a corporation with low reputation, the public seemed to show high avoidance when facing negative product information from the web portal. This study has practical significance because it is suggesting positive evidence that could be applied when establishing an effective strategy for corporate crisis management communication.

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