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消费者对企业的信任是建立和维持长期关系的重要因素。企业的失误或犯错可能会破坏这种信任，导致消费者产生负面情绪和行为，给企业和消费者都会带来巨大的冲击。然而，宽恕意味着消费者消极情绪和行为向积极的转变，对于缓解企业危机，减少损失具有重要的意义。因此，研究信任修复策略对消费者宽恕的影响可以为企业提供有价值的洞察，以修复消费者的信任并维持稳定的关系。

本研究旨在探索不同的信任修复策略对消费者宽恕的影响效果，并根据这种影响的实际意义为企业应对危机事件提供合理化的建议。本研究主要采用了情景实验法和问卷调查法来探究本文的核心问题，设计虚拟品牌Snack，通过两个实验（实验1和实验2）对本文的研究假设进行了多次的验证。实验1用于探究企业的信任修复策略对消费者宽恕的效果差异和感知真诚性的中介作用，实验2用于再次证明实验1的研究结果，并进一步探究消费者内在的人格观念对于修复策略和消费者宽恕之间关系的影响。

本研究深入探讨了信任修复策略在消费者宽恕过程中的积极作用。通过精心设计的情感性修复策略（如致歉）以及切实有效的功能性修复策略，我们能够有效地促使消费者从消极情绪中走出，转向积极的心理态度，进而实现对企业错误或过失的宽恕。值得注意的是，在功能性修复策略的应用下，消费者宽恕的评分显著高于情感性修复策略下的评分。进一步深入剖析发现，消费者的真诚性感知在信任修复策略与宽恕意愿之间起到了桥梁作用。具体而言，当消费者对信任修复策略所展现出的真诚性感知更为强烈时，其对企业宽恕的意愿也相应地增强。此外，消费者内隐人格观在信任修复策略与消费者宽恕之间起到了调节效应。详细来说，在坚持实体论的消费者群体中，情感性修复策略与功能性修复策略在影响消费者宽恕方面的效果并无显著差异。然而，在渐变论消费者群体中，功能性修复策略相较于情感性修复策略，在促进消费者宽恕方面展现出了更为显著的积极影响。

本文扩展了信任修复策略对消费者宽恕的影响机理研究。此外，本研究的结论为企业提供了指导，以便在发生危机事件时采取适当的信任修复策略。通过恢复信任和获得消费者的宽恕，企业能够增强消费者忠诚度、维护声誉和品牌形象。同时可以在制定信任修复策略时充分考虑个体差异，特别是消费者的内隐人格观，以优化宽恕效果。

Consumer trust in businesses is an important factor in establishing and maintaining long-term relationships. Mistakes or mistakes made by enterprises may undermine this trust, leading to negative emotions and behaviors among consumers, which can have a huge impact on both the enterprise and consumers. However, forgiveness means that consumers shift their negative emotions and behaviors towards positive emotions, which is of great significance in alleviating corporate crises and reducing losses. Therefore, studying the impact of trust repair strategies on consumer forgiveness can provide valuable insights for businesses to repair consumer trust and maintain stable relationships.

The aim of this study is to explore the impact of different trust repair strategies on consumer forgiveness, and to provide rational suggestions for enterprises to respond to crisis events based on the practical significance of this impact. Method: This study mainly used scenario experiment method and questionnaire survey method to explore the core issue of this article, designed the virtual brand Snack, and conducted multiple verifications of the research hypothesis through two experiments (Experiment 1 and Experiment 2). Experiment 1 was used to explore the mediating effect of a company's trust repair strategy on consumer forgiveness and perceived sincerity. Experiment 2  was used to further confirm the research results of Experiment 1 and explore the influence of consumer intrinsic personality concepts on the relationship between repair strategies and consumer forgiveness.

This study delves into the positive role of trust repair strategies in consumer forgiveness processes. Through carefully designed emotional repair methods (such as apologies) and practical and effective functional repair strategies, we can effectively encourage consumers to move from negative emotions to a positive psychological attitude, thereby achieving forgiveness for corporate errors or mistakes. It is worth noting that under the application of functional repair strategies, consumer forgiveness scores are significantly higher than those under emotional repair strategies. Further in-depth analysis reveals that consumers' perceived sincerity plays a bridging role between trust repair strategies and forgiveness intentions. Specifically, when consumers have a stronger sense of sincerity towards trust repair strategies, their willingness to forgive the company also increases accordingly. In addition, consumer implicit personality beliefs have a moderating effect on the relationship between trust repair strategies and consumer forgiveness. Specifically, there is no significant difference in the effectiveness of emotional and functional repair strategies in influencing consumer forgiveness among consumers who adhere to the entity theory. However, in the gradient consumer group, functional repair strategies have shown a more significant positive impact in promoting consumer forgiveness compared to emotional repair strategies.

This article extends the research on the impact mechanism of trust repair strategies on consumer forgiveness. In addition, the conclusions of this study provide guidance for businesses to adopt appropriate trust repair strategies in the event of a crisis. By restoring trust and gaining consumer forgiveness, businesses can enhance consumer loyalty, maintain reputation, and brand image. At the same time, when formulating trust repair strategies, individual differences, especially consumers' implicit personality views, can be fully considered to optimize the effect of forgiveness.