懲罰效果對於消費者信任恢復的影響機制

Abstract

本研究主要目的在建立一個完整的概念性模型，藉此來描述消費者遭遇廠商的信任背叛後其信任恢復的機制為何。過去文獻針對違法企業經第三方懲罰後，消費者與其關係恢復機制的探討甚少。至今為止，我們仍對懲罰效果對消費者後續認知與情感反應的影響為何知之甚少。本研究透過整合報應正義理論與威懾理論，提出一個概念性模型，藉此幫助我們了解上述問題。除此之外，本研究還同時考慮了不同層次的條件因素，對整個恢復機制的影響，從而成功地消除了過往研究結果的不一致。總體來說，本研究為懲罰與重建信任之間的關係提供了一個合理的解釋，可以適度填補此領域的研究缺口。同時，本研究成果也延伸現有負面事件和消費者反應的相關知識，為該領域未來的研究發展奠定了基礎。

This study aims to establish a completely integrated model that describes the consumer’s trust-recovery mechanism after trust transgressions. So far, little is known regarding the consumers’ relationship-recovery mechanism following government-imposed punishment on law-violating firms, let alone the effect of punishment on consumers’ subsequent cognitive and emotive response. By integrating retributive justice theory and deterrence theory, the conceptual model presented by this study could help us understand consumers’ cognitive reactions to subsequent penalty imposed on unethical corporate conducts after trust transgressions. In addition, this study also considers the influence of conditional factors at different levels on the entire recovery mechanism, thereby successfully eliminating the inconsistency of previous literature results. That is, the study provides a reasonable explanation for the relationship between punishment and reconstructive trust. The results of this study can fill the research gap in this field. Meanwhile, the findings also deepen the extant literature in negative events and consumers’ responses and lay the basis for future extended research in this discipline.