CAJ | 학술논문

从认知-情绪交互的视角出发，考量消费者的认知评价、负面情绪和行为倾向之间的关系。结果表明，危机沟通方式会导致不同强度的负面情绪，而负面情绪则显著地影响被调查者的认知评价以及行为倾向，鉴于此，应将关注消费者情绪提升到企业危机沟通的战略高度。
종인지-정서교호적시각출발，고량소비자적인지평개、부면정서화행위경향지간적관계。결과표명，위궤구통방식회도치불동강도적부면정서，이부면정서칙현저지영향피조사자적인지평개이급행위경향，감우차，응장관주소비자정서제승도기업위궤구통적전략고도。
This paper takes a cognitive-emotion interactive perspective of product harm crisis communication.Then a series of crisis communication scenarios was designed with respect to two types of product harm events and four manners of communication.Finally,manipulation experi-ments were conducted through a field survey and the relationships among cognitive appraisal, negative emotions and behavioral tendencies were investigated.The results show that the commu-nicating manners could result in varied intensity of negative emotions,which would significantly impact the participants'cognitive appraisal as well as behavioral tendencies.