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題名 以情境危機溝通理論檢視AI危機策略與傳播效果：自駕車案例分析
Examining AI Crisis Strategies and Communication Effectiveness Through Situational Crisis Communication Theory (SCCT): An Analysis of Autonomous Vehicle Incidents作者 吳湘雲
Wu, Hsiang-Yun貢獻者 陳憶寧
Chen, Yi-Ning
吳湘雲
Wu, Hsiang-Yun關鍵詞 公關危機
危機溝通
情境危機溝通理論
危機框架
人工智慧失誤
Public relations crisis
Crisis communication
Situational Crisis Communication Theory
Crisis framing
AI failure日期 2025 上傳時間 4-Aug-2025 15:14:54 (UTC+8) 摘要 本研究基於情境危機傳播理論（Situational Crisis Communication Theory, SCCT），探討AI失誤（AI Failure）中的危機傳播與效果，本研究以AI自駕車事故為例，分析當媒體與企業將危機框定為「倫理問題」或「技術問題」時，如何影響公眾對企業危機責任的認知、情緒反應與行為意圖。本研究亦納入個體對AI自駕車議題的涉入程度作為調節變項，檢視其對危機訊息效果的影響。 本研究以2018年Uber自駕車撞擊行人致死事件為背景參考，模擬AI自駕車失誤所引發的危機情境，實驗採用2（媒體報導框架：倫理／技術）×2（企業回應策略：倫理／技術）×2（AI自駕車之議題涉入程度：高／低）之受試者設計，以文字控制媒體與企業如何描述事故原因，並透過問卷測量受試者對企業危機責任認知、所產生的情緒（包括道德義憤、憤怒與同情）以及抵制企業的行為意圖。共蒐集402份有效樣本，並透過結構方程模型（SEM）檢驗各主要變項之間的關係。 結果顯示，媒體與企業框架對危機責任的影響不顯著，可能反映AI危機情境下責任歸屬的模糊性，加上公眾對資訊來源的懷疑態度，認為難以透過簡短敘述評判責任，降低了外部敘事的影響力。而危機責任則對情緒反應具有顯著影響，即企業可控制危機的程度越高，越難喚起同情；危機所造成的損害程度越高，則越易激起憤怒與道德義憤，並進一步正向影響抵制意圖，顯示情緒為認知與行為間的重要中介。 本研究為AI危機情境中的危機管理與傳播策略提供新視角，補足SCCT於AI失誤議題上的應用限制，亦回應近年對AI技術信任與溝通倫理的關注。研究建議，在高模糊性與倫理敏感度高的AI議題中，單一的框架敘事未必能有效引導公眾認知，企業應優先採取透明與高互動性的溝通策略，不僅於危機發生後積極回應，更應於日常營運中逐步建立與利益關係人之間的對話機制與信任。
This study, based on Situational Crisis Communication Theory (SCCT), explores crisis communication in the context of AI failures. Using an AI self-driving car accident as an example, it analyzes how media and corporate framing—whether as an “ethical issue” or a “technical issue”—affects public perceptions of crisis responsibility, emotional responses, and boycott intentions. It also considers individuals’ involvement with the AI self-driving car issue as a moderating factor. Using the 2018 Uber self-driving fatality as a reference, the study simulates an AI self-driving crisis scenario. A 2 (media framing: ethical/technical) × 2 (corporate response: ethical/technical) × 2 (issue involvement: high/low) between-subjects design was used. Written scenarios controlled how the cause was described, and participants completed a questionnaire measuring perceptions of responsibility, emotions (moral outrage, anger, sympathy), and boycott intentions. A total of 402 valid responses were analyzed using structural equation modeling (SEM). Results show that media and corporate framing did not significantly affect perceptions of crisis responsibility. This may reflect the ambiguity of responsibility attribution in AI-related crises and the public’s skepticism toward information sources, which makes it difficult to judge responsibility based on brief statements. However, crisis responsibility perceptions significantly affected emotional responses: higher perceived controllability by the company reduced sympathy, while greater perceived damage severity increased anger and moral outrage, which in turn positively influenced boycott intentions. This highlights the role of emotion as a key mediator between cognition and behavior. This study offers a new perspective on crisis management and communication strategies in AI contexts, addressing limitations in applying SCCT to AI failure scenarios and responding to concerns about trust in AI technology and communication ethics. The findings suggest that in highly ambiguous and ethically sensitive AI issues, a single framing narrative may not effectively shape public perceptions. Companies should prioritize transparent and interactive communication—not only responding actively after a crisis but also building dialogue and trust with stakeholders through ongoing engagement.參考文獻 中文 林文益、鄭安鳳譯。《危機管理與傳播》。風雲論壇出版社。（原書Coombs, W. T. [1999]. Ongoing Crisis Communication: Planning, Managing, and Responding. 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國立政治大學
傳播學院傳播碩士學位學程
112464040資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112464040 資料類型 thesis dc.contributor.advisor 陳憶寧 zh_TW dc.contributor.advisor Chen, Yi-Ning en_US dc.contributor.author (Authors) 吳湘雲 zh_TW dc.contributor.author (Authors) Wu, Hsiang-Yun en_US dc.creator (作者) 吳湘雲 zh_TW dc.creator (作者) Wu, Hsiang-Yun en_US dc.date (日期) 2025 en_US dc.date.accessioned 4-Aug-2025 15:14:54 (UTC+8) - dc.date.available 4-Aug-2025 15:14:54 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2025 15:14:54 (UTC+8) - dc.identifier (Other Identifiers) G0112464040 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158727 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 112464040 zh_TW dc.description.abstract (摘要) 本研究基於情境危機傳播理論（Situational Crisis Communication Theory, SCCT），探討AI失誤（AI Failure）中的危機傳播與效果，本研究以AI自駕車事故為例，分析當媒體與企業將危機框定為「倫理問題」或「技術問題」時，如何影響公眾對企業危機責任的認知、情緒反應與行為意圖。本研究亦納入個體對AI自駕車議題的涉入程度作為調節變項，檢視其對危機訊息效果的影響。 本研究以2018年Uber自駕車撞擊行人致死事件為背景參考，模擬AI自駕車失誤所引發的危機情境，實驗採用2（媒體報導框架：倫理／技術）×2（企業回應策略：倫理／技術）×2（AI自駕車之議題涉入程度：高／低）之受試者設計，以文字控制媒體與企業如何描述事故原因，並透過問卷測量受試者對企業危機責任認知、所產生的情緒（包括道德義憤、憤怒與同情）以及抵制企業的行為意圖。共蒐集402份有效樣本，並透過結構方程模型（SEM）檢驗各主要變項之間的關係。 結果顯示，媒體與企業框架對危機責任的影響不顯著，可能反映AI危機情境下責任歸屬的模糊性，加上公眾對資訊來源的懷疑態度，認為難以透過簡短敘述評判責任，降低了外部敘事的影響力。而危機責任則對情緒反應具有顯著影響，即企業可控制危機的程度越高，越難喚起同情；危機所造成的損害程度越高，則越易激起憤怒與道德義憤，並進一步正向影響抵制意圖，顯示情緒為認知與行為間的重要中介。 本研究為AI危機情境中的危機管理與傳播策略提供新視角，補足SCCT於AI失誤議題上的應用限制，亦回應近年對AI技術信任與溝通倫理的關注。研究建議，在高模糊性與倫理敏感度高的AI議題中，單一的框架敘事未必能有效引導公眾認知，企業應優先採取透明與高互動性的溝通策略，不僅於危機發生後積極回應，更應於日常營運中逐步建立與利益關係人之間的對話機制與信任。 zh_TW dc.description.abstract (摘要) This study, based on Situational Crisis Communication Theory (SCCT), explores crisis communication in the context of AI failures. Using an AI self-driving car accident as an example, it analyzes how media and corporate framing—whether as an “ethical issue” or a “technical issue”—affects public perceptions of crisis responsibility, emotional responses, and boycott intentions. It also considers individuals’ involvement with the AI self-driving car issue as a moderating factor. Using the 2018 Uber self-driving fatality as a reference, the study simulates an AI self-driving crisis scenario. A 2 (media framing: ethical/technical) × 2 (corporate response: ethical/technical) × 2 (issue involvement: high/low) between-subjects design was used. Written scenarios controlled how the cause was described, and participants completed a questionnaire measuring perceptions of responsibility, emotions (moral outrage, anger, sympathy), and boycott intentions. A total of 402 valid responses were analyzed using structural equation modeling (SEM). Results show that media and corporate framing did not significantly affect perceptions of crisis responsibility. This may reflect the ambiguity of responsibility attribution in AI-related crises and the public’s skepticism toward information sources, which makes it difficult to judge responsibility based on brief statements. However, crisis responsibility perceptions significantly affected emotional responses: higher perceived controllability by the company reduced sympathy, while greater perceived damage severity increased anger and moral outrage, which in turn positively influenced boycott intentions. This highlights the role of emotion as a key mediator between cognition and behavior. This study offers a new perspective on crisis management and communication strategies in AI contexts, addressing limitations in applying SCCT to AI failure scenarios and responding to concerns about trust in AI technology and communication ethics. The findings suggest that in highly ambiguous and ethically sensitive AI issues, a single framing narrative may not effectively shape public perceptions. Companies should prioritize transparent and interactive communication—not only responding actively after a crisis but also building dialogue and trust with stakeholders through ongoing engagement. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機與目的 4 第二章 文獻回顧 7 第一節 危機溝通研究 7 一、危機溝通研究的兩大傳統與代表學者 7 二、危機溝通研究的實務應用 8 三、危機溝通的研究方法 8 第二節 危機溝通與AI應用 9 一、應用於危機溝通下的人工智慧 9 二、AI失誤中的名聲修復與應對策略 10 第三節 自駕車作為AI失誤的情境案例 13 一、自駕車的技術分級 13 二、自駕車的倫理權衡 14 第四節 情境危機溝通理論 15 一、 媒體報導框架 17 二、 回應策略框架 18 三、 危機的分類 20 四、 危機責任 23 五、 情緒及行為傾向 24 六、 議題涉入程度 26 第三章 研究方法 28 第一節 研究架構與假設 28 第二節 實驗設計 29 第三節 操作型定義與研究變項 30 一、 媒體報導框架 31 二、 企業回應框架 32 三、 檢測題 33 四、 危機責任 34 五、 情緒 35 六、 抵制行為 36 七、 議題涉入程度 37 八、 人口變項 37 第四節 研究操作說明 39 第五節 預試問卷結果與修正 39 第四章 研究結果 41 第一節 基本人口變項與議題涉入程度說明 41 第二節 信度分析 44 第三節 整體結構模型分析 46 一、測量模型與修正 46 二、研究假設之檢定結果 49 第四節 中介效果分析 50 第五節 調節效果分析 51 第六節 研究假設驗證結果 52 第七節 研究問題分析結果與其他發現 53 第五章 結論與建議 55 第一節 研究結果討論 55 第二節 研究貢獻 57 第三節 研究限制與未來展望 58 參考書目 60 附錄一 前測描述性統計與信效度分析表 71 附錄二 正式問卷 76 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112464040 en_US dc.subject (關鍵詞) 公關危機 zh_TW dc.subject (關鍵詞) 危機溝通 zh_TW dc.subject (關鍵詞) 情境危機溝通理論 zh_TW dc.subject (關鍵詞) 危機框架 zh_TW dc.subject (關鍵詞) 人工智慧失誤 zh_TW dc.subject (關鍵詞) Public relations crisis en_US dc.subject (關鍵詞) Crisis communication en_US dc.subject (關鍵詞) Situational Crisis Communication Theory en_US dc.subject (關鍵詞) Crisis framing en_US dc.subject (關鍵詞) AI failure en_US dc.title (題名) 以情境危機溝通理論檢視AI危機策略與傳播效果：自駕車案例分析 zh_TW dc.title (題名) Examining AI Crisis Strategies and Communication Effectiveness Through Situational Crisis Communication Theory (SCCT): An Analysis of Autonomous Vehicle Incidents en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文 林文益、鄭安鳳譯。《危機管理與傳播》。風雲論壇出版社。（原書Coombs, W. 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