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https://ah.lib.nccu.edu.tw/handle/140.119/141405| 題名: | 社群危機溝通中組織聲譽之調節效果與背叛感知的中介影響 ——以臉書個資外洩事件為例 The Moderating Role of Organizational Reputation and the Mediating Effect of Perceived Betrayal in Social Crisis Communication: A Case Study of Facebook Data Scandal |
作者: | 汪家盈 Wang, Chia-Ying |
貢獻者: | 鄭怡卉 汪家盈 Wang, Chia-Ying |
關鍵詞: | 危機溝通 社群媒體 危機回應策略 背叛感知 負面口碑 crisis communication social media crisis response strategy perceived betrayal negative word-of-mouth |
日期: | 2022 | 上傳時間: | 1-Aug-2022 | 摘要: | 以臉書個資外洩事件做為背景情境，本研究旨在探討危機溝通中的利益關係人感知與回應的過程。學理概念上，本研究融合了危機情境溝通理論（Coombs & Holladay, 2007）、違反期望理論（Burgoon & Hale, 1988），以及解決問題之情境理論（Kim & Grunig, 2011），探索危機溝通中的心理機制，以了解過去組織聲譽和自我揭露可能交互作用，如何影響社群媒體上負面口碑的傳散。危機情境主要借助2018年臉書執行長於隱私權危機事件發生後的兩篇聲明稿，作為遞減型和重建型不同回應策略的情境。\n\n所搜集的問卷資料透過結構方程模型分析後發現，遞減型回應的危機情境會強化背叛感知，而背叛感知中介咎責歸因與回應感知的失衡，催化了社群媒體上負面口碑的傳播；另一方面，研究結果也印證了組織聲譽的重要意義，扮演了社群危機溝通過程中前端的關鍵調節角色。本研究結果有助解釋過往對於相關變項的矛盾之處，實務上也有助公關管理人員省思危機溝通工作的複雜性，尤其在經營組織聲譽與處理危機事件時，必須協助組織承擔起相對應的社會責任，與回應公眾的期望。 Using the Facebook data breach crisis as a case background, the current study was aimed to explicate the mechanism of stakeholder perceptions and reactions in a corporate crisis. The proposed model integrated the theoretical propositions in the Situational Crisis Communication Theory (Coombs & Holladay, 2007), Expectancy Violation Theory (Burgoon & Hale, 1988), as well as the Situational Theory of Problem Solving (Kim & Grunig, 2011). More specifically, the study examined the process of how corporate reputations and self-disclosure may interact to influence the negative word-of-mouth on social media.\n\nThe survey data was analyzed with structural equation modeling. It was found that diminishing response were likely to elicit stronger sense of betrayal, which served as a mediator for negative word-of-mouth on social media. Meanwhile, the results also indicated the corporate reputation played a pivotal role in the early process of crisis communication. This not only helped explain the inconsistent findings on the impact of pre-existing corporate reputations in crisis communication, but also shed more light on the psychological mechanism of crisis reactions. The findings implied that corporate reputation was a complex task of public relations management and required awareness of corporate social responsibility on par with public expectations. |
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資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0107464007 | 資料類型: | thesis |
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