標題: 組織形象修護之效果:檢視危機歷史與危機回應策略之影響
Examining the Effect of Crisis History and Crisis Communication Strategies on Organization's Reputation: A Perspective from Coombs' Situational Cirsis Communication Theory
作者: 黃怡芳
Huang, Yi-Fang
李秀珠
Li, Shu-Chu
傳播研究所
關鍵字: 情境式危機傳播理論;SCCT;危機管理;危機歷史;危機情境;危機溝通;Situational Crisis Communication Theory;SCCT;crisis management;crisis history;crisis situation;crisis communication
公開日期: 2010
摘要: 現今科技日新月益,造就高科技產業蓬勃發展,人們也因科技發展而使生活受惠,但是快速發展也形成種種的環境變遷,使得組織更容易受到危機威脅,高科技產業一方面立基於科技發展而為自己獲利;另一方面若危機發生時,新傳播科技也加快傳播速度,擴大高科技產業的危機衝擊面向,讓組織遭受的壓力也越大。 本研究援引Coombs的情境式危機傳播理論(SCCT),探討高科技產業公司如何因應危機,採用實驗法檢驗危機情境要素中的危機歷史特性,以及危機情境與危機回應策略搭配之關聯性,尋找組織在何種危機情境特性下,該如何選擇危機回應策略,才得以消減危機帶來的傷害、儘速修護組織的形象。 本研究發現組織過去擁有不同類型的危機歷史,相較於相同類型者,會使關係人對組織有較正面的聲譽評價;組織發生可預防型危機情境時,採用重建性回應策略(如道歉、承擔責任及提出改善行動)會比使用否認策略,讓關係人對組織有較正面聲譽評價及潛在支持性行為。 最後,根據研究結果,本研究建議危機管理者在危機發生時要掌握媒體發言權,主動提供當前危機與過去危機為非一同類型事件說明,以減低危機責任增強之機會;若發生可預防型危機情境,回應策略則要同時併用多種重建性策略,才有機會減弱危機所帶來的損傷。
This study adopted Coombs’ Situational Crisis Communication Theory (SCCT)to investigate the effect of crisis history and crisis communication strategies on the reputation of the crisis organization. An experiment with a 2(same type╱different types crisis history)X 2(paired╱unpaired communication strategies)was conducted to collect data for this study. 160 undergraduated students were recruited for this study and they were randomly assigned to one of the four experimental conditions. The results of this study show that a similar type of crisis history resulted in a lower score in the crisis organization’s reputation than did different types of crisis history. Moreover, the use of paired crisis communication strategies had a significant effect on the organization’s reputation.
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT079641505
http://hdl.handle.net/11536/43116
Appears in Collections:Thesis


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