豐田汽車召回事件對豐田企業形象之影響

Abstract

豐田汽車自2009年底開始遭遇了一系列的品質問題，因不斷地宣佈進行召回活動，使得豐田形象日漸受損。在短短幾個月內，豐田接連發生油門踏板、腳踏墊及制動系統之缺陷問題，累計近1000萬輛汽車之召回事件讓豐田陷入前所未有的危機，並創下美國史上車廠支付最巨額的民事罰款。故本研究旨在探討豐田汽車召回事件之發生對豐田企業形象之影響，主要以豐田汽車召回事件之發生為自變數，以探討於危機處理之干擾下，豐田汽車召回事件對其企業形象之影響。

本研究之研究問卷主要透過網路問卷及紙本問卷進行發放。其中，紙本問卷發放範圍即從北中南三地區各挑選一地進行問卷發放調查，分別為新竹市、台中市及台南市。研究對象則以駕駛豐田汽車召回車款之駕駛人、駕駛豐田汽車非召回車款之駕駛人以及駕駛其他品牌汽車之駕駛人為主，共蒐集有效問卷398份，有效回收率為88.4%。問卷設計採用李克特量表(Likert scale)，並透過SPSS18.0統計軟體進行資料分析，分析方法則採用敘述統計分析、信效度分析、相關分析及變異數分析等方法。

本研究之研究結果發現，豐田汽車召回事件之發生，實是對豐田企業產生負面之影響，使汽車之駕駛人對豐田汽車企業形象之好感同意度產生負面之看法。然而，在豐田企業採取危機處理之動作後，汽車之駕駛人對豐田汽車企業形象之看法則有顯著之正向提升。

Since the end of 2009, Toyota began to experience a series of quality problems, and continued to announce the recall activities. Toyota’s corporate image was gradually deteriorated by Toyota recalls in a few months. Toyota has issued safety recalls of nearly 10 million vehicles, and has blamed floor mats and sticky accelerator pedals for cars accelerating out of control, and reported braking system problems. Therefore, the purpose of this research is to investigate the effect of Toyota recalls on Toyota’s corporate image. This research takes Toyota recalls as an independent variable, and the objective is to investigate the relationship between Toyota recalls and Toyota’s corporate image based on crisis management as a moderator.

Research data were collected through questionnaires, both online and paper copy. A total of 398 valid responses were recorded in our survey, and the effective return rate was 88.4%. The Likert scale was adopted in the questionnaire design, and SPSS18.0 statistical software was used for data analysis. The analytical methods used in the research are descriptive statistics analysis, reliability and validity analysis, correlation analysis, and the analysis of variance method.

The results of this research showed that Toyota recalls had a negative impact on Toyota’s corporate image, and the drivers have a negative perspective towards Toyota’s corporate image. However, after Toyota implemented crisis management, the drivers’ attitude towards Toyota’s corporate image has significantly improved.