CAJ | 학술논문

本研究通过一项2×2×2的控制实验,检验了在微博的使用情境中,消费者的品牌承诺（高vs.低）、品牌危机信息的诊断性（高vs.低）,以及消费者的自我呈现满足（自我形象提升vs.非自我形象提升）三者之间的交互作用对于危机信息转发意愿的影响。结果表明,对于低品牌承诺的消费者来说,危机信息的诊断性作为“中枢路径”因素,对消费者的信息转发意愿产生主要的影响;而对于高承诺的消费者来说,由于品牌情感的抵抗作用,信息诊断性的加强并不足以显著提升其转发意愿,只有当转发行为能满足消费者的自我呈现需求,即有助于提升其自我形象时,他们才更愿意转发高诊断性的品牌危机信息。
본연구통과일항2×2×2적공제실험,검험료재미박적사용정경중,소비자적품패승낙（고vs.저）、품패위궤신식적진단성（고vs.저）,이급소비자적자아정현만족（자아형상제승vs.비자아형상제승）삼자지간적교호작용대우위궤신식전발의원적영향。결과표명,대우저품패승낙적소비자래설,위궤신식적진단성작위“중추로경”인소,대소비자적신식전발의원산생주요적영향;이대우고승낙적소비자래설,유우품패정감적저항작용,신식진단성적가강병불족이현저제승기전발의원,지유당전발행위능만족소비자적자아정현수구,즉유조우제승기자아형상시,타문재경원의전발고진단성적품패위궤신식。
Based on a 2×2×2 experiment, this article aims to explore how in the context of micro blogs consumers commitments toward the brand （high vs. low）, the diagnosticity of brand crisis message （high vs. low） and consumer＇s desire of self-presentation satisfaction （self improving vs. non-self improving） influence their willingness of forwarding the message. Our findings reveal that for low brand commitment consumers, message diagnosticity plays the role of central route and affects forwarding willingness of crisis message to a greater extent. By contrast, for those high-commitment consumers, whether the message is diagnostic or not is insufficient in encouraging them to forward it, and they are more willing to forward the high- diagnosticity message only when forwarding behavior satisfies their desire of self-presentation.