The effect of different crisis communication channels |
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Institution: | 1. Faculty of Tourism, Wakayama University, Wakayama 640-8510, Japan;2. College of Business Administration, Ritsumeikan University, Osaka 567-8570, Japan |
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Abstract: | This study examines the effect of consumer-to-consumer crisis communication on consumers' safety perception and willingness to travel by comparing consumer-to-consumer communication with business-to-consumer crisis communication in a natural disaster context. The results reveal that consumer-to-consumer crisis communication effectively increases consumers' safety perception and willingness to travel by the equal degree as business-to-consumer communication does for groups with a high perceived risk. The findings also indicate that consumer-to-consumer crisis communication strongly affects consumers' decision-making process in a situation with a low perceived risk. This study extends knowledge of the classic crisis communication theory to a new era and practically contributes to organizations by shedding light on the effect of consumer-to-consumer crisis communication. |
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