Abstract This study used an experimental design (N = 1,630) to test stakeholder reactions to four apology elements in two data breach scenarios. All four elements, expressing remorse, acknowledging responsibility, promising forbearance, and offering reparations contributed to participants’ perception that the organization had apologized. In a high blame scenario, remorse and forbearance were even more important. Surprisingly, acknowledging responsibility did not have a significant effect on organizational reputation, future purchase intention, or negative word of mouth intentions.

中文翻译：

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测试数据泄露危机后对组织道歉的看法

摘要 本研究使用实验设计 (N = 1,630) 来测试利益相关者在两个数据泄露场景中对四个道歉元素的反应。表达悔恨、承认责任、承诺宽容和提供赔偿这四个要素都使参与者认为该组织已经道歉。在高度责备的情况下，悔恨和忍耐更为重要。令人惊讶的是，承认责任对组织声誉、未来购买意向或负面口碑意向没有显着影响。