요약문

Although companies know that online complaints could damage their reputations, most do not respond to these complaints online, fearing that an inappropriate response would expand the dispute to the Internet users en masse. The companies seem to lack confidence in selecting appropriate response strategies to online complaints.

In this study, the author suggests recommendations on how companies can select an appropriate response strategy to online complaints. He indicates that the appropriate response strategies vary depending on the observer’s judgment of responsibility for the problem. He sets forth recommendations by conducting a preliminary content analysis of a real complaint forum and two experiments of which subjects were undergraduate students.

목차

Preface

Chapter 1​. Introduction

Chapter 2. Psychology and Communication on the Internet

2.1 Type of Users in the Internet Forum

2.2 Internet Forum as a Public Sphere

2.3 Cyberactivism

2.4 Possible Miscommunication in the Virtual Community

2.5 Causal Attribution

2.6 Vividness Effect

2.7 Corporate Response Strategies

Chapter 3. Content Analysis of Web site

3.1 Background of Case

3.2 Method of Analysis

3.3 The Nature of Complaints in the ‘Consumer's Complaint Forum’

3.4 The Dynamics of Discussion in the ‘Consumer's Complaint Forum’

Chapter 4. Conceptual Model and Hypotheses

4.1 Attributions of Responsibility

4.2 Company Evaluation

4.3 Consensus in Complaints

4.4 Vividness in Complaint

4.5 Corporate Response Strategies

Chapter 5. Study 1

5.1 Methods

5.2 Results

Chapter 6. Study 2

6.1 Methods

6.2 Results

Chapter 7. Managerial Implications and Recommendations

7.1 General Discussion

7.2 Limitations

7.3 Theoretical Implications

7.4 Managerial Implications

7.5 Conclusion

References

Appendix

Abstract

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