Heroes Rise in Tough Times: The Role of Ethical Idealism, Empathy, and Firm Responses to the COVID-19 Pandemic

IF 3.4 4区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Cornell Hospitality Quarterly Pub Date : 2023-12-08 DOI:10.1177/19389655231214706
Y. Kang, T. Legendre, Seonjeong (Ally) Lee, Melissa A. Baker
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Abstract

During crises, hospitality firms practice a range of coping strategies such as laying-off or furloughing employees to cope with financial pressure (denying strategy) to cutting CEOs’ salaries to maintain jobs for employees (rebuilding strategy). While firms are still managing the effects of the pandemic, it is unclear how consumers judge how firms respond to crises. This study applies signaling theory to investigate how consumers’ ethical idealism influences customers emotional and behavioral responses of firm crisis responses. Study 1 conducts a 2 (crisis response: denying vs. rebuilding) × 2 ethical idealism (low vs. high) quasi between-subjects design experiment to examine the two-way interaction effects on purchase intention, brand support, and positive word of mouth. Study 2 examines the effect of empathy as a key mediator, using a moderated mediation model. Study 1 results show that although negative intentions were not observed toward denying strategies, consumers’ purchase intention, brand support, and positive word-of-mouth were elevated when rebuilding strategies are employed among consumers with high ethical idealism. Study 2 results find that consumers with high ethical idealism are more empathetic to the companies’ rebuilding responses, thus greater behavioral intentions were witnessed.
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艰难时刻崛起的英雄:道德理想主义、移情作用以及应对 COVID-19 大流行的坚定措施
在危机期间,酒店公司采取了一系列应对策略,如裁员或让员工休假以应对财务压力(否认战略),削减首席执行官的工资以维持员工的工作(重建战略)。虽然企业仍在应对疫情的影响,但消费者如何判断企业应对危机的方式尚不清楚。本研究运用信号理论探讨消费者伦理理想主义如何影响消费者在企业危机应对中的情绪反应和行为反应。研究1采用2(危机反应:否认与重建)× 2伦理理想主义(低与高)准被试设计实验,考察购买意愿、品牌支持与正面口碑的双向交互效应。研究2采用有调节的中介模型检验共情作为关键中介的作用。研究1结果表明,虽然否定策略没有负面倾向,但在道德理想主义较高的消费者中,采用重建策略时,消费者的购买意愿、品牌支持和正面口碑都有所提高。研究2结果发现,具有较高道德理想主义的消费者对企业的重建反应更感同身受,因此表现出更大的行为意向。
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来源期刊
CiteScore
8.50
自引率
2.90%
发文量
17
期刊介绍: Cornell Hospitality Quarterly (CQ) publishes research in all business disciplines that contribute to management practice in the hospitality and tourism industries. Like the hospitality industry itself, the editorial content of CQ is broad, including topics in strategic management, consumer behavior, marketing, financial management, real-estate, accounting, operations management, planning and design, human resources management, applied economics, information technology, international development, communications, travel and tourism, and more general management. The audience is academics, hospitality managers, developers, consultants, investors, and students.
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