在現代數位環境中，消費者抱怨變得更加可見、易於搜尋且可被反覆檢索。尤其在 Threads等新興社群媒體平台上，演算法的分發機制可能使與抱怨相關的內容觸及原始抱怨者及其社交圈以外的廣大受眾。因此，品牌處理抱怨的過程不僅被抱怨者看見，也同時暴露於更廣泛的旁觀者面前。本研究旨在探討兩種品牌回應策略（回應透明度與回應個人化）如何影響企業聲譽修復，並進一步檢視感知努力、情緒反應與感知真誠在其中扮演的心理機制。本研究採用2 × 2組間線上實驗設計，並以400位受試者作為研究樣本。研究結果顯示，回應透明度與回應個人化皆有助於修復企業聲譽。具體而言，兩種回應策略皆能影響受眾對品牌回覆的感知努力，並有效降低不滿與憤怒之負面情緒反應，同時提升尊重與溫暖之正面情緒反應。此外，感知努力與四種情緒反應，包括不滿、憤怒、尊重與溫暖，皆會影響感知真誠，而感知真誠也進一步影響企業聲譽。研究亦發現，在高透明度與高個人化的情境下，企業聲譽修復程度最高，然而兩者之間的交互作用並未顯著。最後，本研究針對研究限制與理論及實務意涵進行討論。

In today’s digital environment, consumer complaints have become more visible, easily searchable, and retrievable. On emerging social media platforms such as Threads, algorithmic distribution may expose complaint-related content to a broader audience beyond the original complainant and their social media circle. As a result, the complaint-handling process becomes publicly observable and may shape how these observers evaluate the brand. This study examines how two brand response strategies, response transparency and response personalization, influence corporate reputation recovery and explores the psychological mechanisms underlying these effects through perceived effort, emotional responses, and perceived sincerity. Results from a 2 × 2 between-subjects online experiment (N = 400) show that both response transparency and response personalization were effective in repairing corporate reputation. Specifically, both response strategies would influence perceived effort and successfully reduce negative emotional responses, including discontent and anger, while increasing positive emotional responses, such as respect and warmth. Moreover, perceived effort and all four emotions (discontent, anger, respect, and warmth) were associated with perceived sincerity, which in turn influenced corporate reputation. The highest level of reputation recovery was observed in the high-transparency and high-personalization condition, although the interaction effect was not significant. Finally, limitations and implications are discussed.

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