食品危機事件中企業回應方式對品牌的影響

Abstract

不難發現國內這幾年當中，幾乎每年都會出現重大的食品安全危機事件，不僅影響民眾飲食安全，甚至對品牌、對企業的正常營運都直接造成嚴重影響。本研究希望透過深入分析來探討食品危機事件中溝通回應與品牌的關聯性影響，研究品牌企業在不同情境下會導致截然不同的消費者感受和品牌影響。這次研究是採用較特殊的實驗設計研究法，設計2(責任歸因於公司和責任歸因不在公司) X2(提出未來承諾和沒有提出未來承諾)的二因子實驗設計，以責任歸因與回應策略作為自變數，依變數則設定為品牌權益、品牌形象、購買意願，加入探討以品牌信任作為調節變數的影響，並且採用受試者間設計，讓2x2四種組合的情境條件分別給不同的受試者測試，來探究出最後的影響。研究結果發現，食品危機事件的責任歸因會對品牌相關變數造成負向影響，而危機事件的改善承諾則會對品牌相關變數產生正向影響，且透過研究分析得知，品牌信任可以調節企業改善承諾對品牌相關變數的影響。根據研究結果的產出，除了可以在「危機處理」的論文數量上能增加研究貢獻以外，也為危機處理的研究方法，增加更多元的發展可能性。In recent years, it has become increasingly evident that Taiwan experiences major food safety crises almost annually. These crises not only jeopardize public health but also have a direct and severe impact on brands and corporate operations. This study aims to conduct an in-depth analysis of the relationship between crisis communication responses and brand perception, exploring how different crisis scenarios lead to distinct consumer reactions and brand impacts.This research adopts a specialized experimental design, employing a 2 (corporate responsibility attribution: attributed to the company vs. not attributed to the company) × 2 (commitment to future improvements: present vs. absent) factorial experiment. The study examines responsibility attribution and response strategies as independent variables, while brand equity, brand image, and purchase intention serve as dependent variables. Additionally, brand trust is introduced as a moderating variableto assess its influence on the relationship between corporate commitment to improvement and brand-related outcomes. A between-subjects design is utilized, where participants are assigned to one of the four 2×2 experimental conditions to investigate their responses.The findings indicate that responsibility attribution in crisis events negatively affects brand-related variables, whereas corporate commitment to improvement positively influences these brand-related factors. Moreover, the study reveals that brand trust moderates the effect of corporate commitment on brand-related variables. These insights contribute not only to the body of academic research on crisis management but also enrich the methodological approaches in crisis communication studies, offering broader possibilities for future research.