摘要：隐私泄露事件发生后，企业应采取有效的沟通策略以获得消费者宽恕。基于信息加工理论，本文探讨了不同隐私泄露类型(内部无意泄露vs.内部恶意泄露vs.外部泄露)与补救沟通策略(分析型vs.叙事型)之间的匹配效应及其对消费者宽恕的影响和作用机制。通过三个实验，本研究发现：(1)消费者对内部恶意泄露的宽恕意愿相对较低，对内部无意泄露和外部泄露的宽恕意愿相对较高；(2)分析型补救沟通对内部恶意泄露事件更为有效，叙事型补救沟通对外部泄露事件更为有效，而这两种补救沟通策略对内部无意泄露事件的影响无显著差异；(3)感知透明度中介了分析型沟通与内部恶意泄露的匹配效应对消费者宽恕的影响，感知同理心中介了叙事型沟通与外部隐私泄露匹配效应的影响。研究结论丰富了沟通策略在隐私泄露情境中的有效应用，为相关涉事企业实现有效沟通提供了建议与指导。

Abstract: After a privacy breach incident, companies should adopt effective communication strategies to gain consumer forgiveness.Based on information processing theory, this paper explores the matching effects of different types of privacy breaches(internal accidental breaches vs.internal malicious breaches vs.external breaches) and remedial communication strategies(analytical vs.narrative), as well as their impact and mechanisms on consumer forgiveness.Through three experiments, the study finds that:(1) consumers have a relatively lower willingness to forgive internal malicious breaches and a higher willingness to forgive internal accidental and external breaches;(2) analytical remedial communication is more effective for internal malicious breach incidents, while narrative remedial communication is more effective for external breach incidents.No significant difference is found in the effectiveness of these two strategies for internal accidental breaches;(3) perceived transparency mediates the effect of the matching between analytical communication and internal malicious breaches on consumer forgiveness, while perceived empathy mediates the effect of the matching between narrative communication and external privacy breaches on consumer forgiveness.The study's findings enrich the research on the effective application of communication strategies in privacy breach situations and provide suggestions and guidance for companies involved in such incidents on how to communicate effectively.