當有危機發生時，公司對於事件的應對處理在於消費者日後對公司的態度極為重要。適合的危機處理可以給予公司一個重新與舊有消費者建立信任和好感的機會，甚至可以藉由良好的處理方式讓品牌正面曝光以吸引新的消費者；相反地，錯誤的危機處理會造成負面的輿論壓力，重挫公司的形象。
過去在公司的危機處理領域中，許多學者研究重在比較不同的公司回覆策略之於消費者在危機後態度的轉變，較少對於單一策略進行深入的探討與分析。且在大部分的文獻裡，在危機發生當下公司採取道歉策略時會促使消費者產生較多對於公司的正面態度。因此，本研究旨在針對道歉策略下融合給予補救措施的承諾是否影響消費者在危機後對公司的態度。此外，此融合道歉與補救措施的策略是否會藉由影響消費者對於公司回覆的認知，進而影響消費者在危機後對公司的態度。本研究選定台灣最常見的手搖飲料店為研究公司並設計網路問卷作為資料搜集方式，開放給大眾進行填答。總共回收404份有效樣本驗證本研究之假設，有效回收率為89.7%。
研究結果發現，道歉融合給予補救措施的承諾之策略對與使消費者在危機後形成對公司正面態度有顯著的影響；此外公司所發佈的訊息會藉由消費者對於訊息認知的可信度、真誠性、模糊性，進而影響消費者在危機後對公司的態度。相關的驗證方法、理論貢獻、實務意涵與未來研究建議在本文中皆有詳述。

Previous work in the areas of crisis response strategies have mostly focused on the comparison between two different strategies. This article reports the results of an experiment designed to (1) test the effects of two different types of apology policies on consumers’ post-crisis attitudes toward the company, and (2) determine what perceptions of consumers mediate the effect of apology policies on consumers’ post-crisis attitudes toward the company.
Results show that including the promise of corrective action in the apology response leads to more positive post-crisis attitudes among consumers than giving responses without the promise. Moreover, results show that the efficacy of the response is fully influenced by consumers’ perceptions of the given response. The company’s response influences consumers’ attitudes by impacting perceived credibility, sincerity, and ambiguity. These results provide empirical evidence for the company to consider the inclusion of the promise of corrective action when releasing an apology announcement, especially in a crisis that the company is responsible for.

Table of Contents
Thesis Validation Letter i
摘要 ii
Abstract iii
Table of Contents iv
List of Figures v
List of Tables v
Chapter 1. Introduction 1
Chapter 2. Literature Review and hypotheses 3
2.1 CRISIS RESPONSE STRATEGIES 3
2.2 A PROMISE OF THE CORRECTIVE ACTION 7
2.3 CONSUMER’S PERCEPTION OF RESPONSE 10
2.4 CONSUMER’S PERCEIVED CREDIBILITY 10
2.5 CONSUMER’S PERCEIVED SINCERITY 12
2.6 CONSUMER’S PERCEIVED AMBIGUITY 15
Chapter 3: Methodology 18
3.1. METHOD AND PROCEDURE 18
3.2. MEASURES 21
3.3. SAMPLE CHARACTERISTICS 25
3.4. RESULTS OF THE DIRECT RELATIONSHIP 29
3.5. BRIEF DISCUSSION 34
3.6. RESULTS OF INDIRECT RELATIONSHIP 35
3.7. BRIEF DISCUSSION 40
Chapter 4: General discussion 41
Chapter 5: Implication 46
5.1. THEORETICAL IMPLICATIONS 47
5.2. PRACTICAL IMPLICATIONS 49
Chapter 6: Limitations and future research 52
Reference 54

List of Figures
Figure 1 Conceptual model…………………………………………………………16
Figure 2 ANOVA result of Hypothesis 1……………………………………………28
Figure 3 ANOVA result of Hypothesis 2, 3, and 4………………………………….29
Figure 4 Overall Mediation Effect…………………………………………………..33

List of Tables
Table 1 Reliability and Validity results………………………………………………21
Table 2 Descriptive Statistics………………………………………………………...22
Table 3 Result of Hypothesis Tests…………………………………………………..34

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