危机沟通策略对公众愤怒情绪与组织名誉的影响

发布时间：2018-05-07 17:14

本文选题：危机 + 危机沟通策略　；参考：《天津师范大学》2014年硕士论文

【摘要】：公众愤怒情绪是与危机责任关系最为强烈的情感因素,公众愤怒情绪影响公众判断危机的责任,因此企业如何选择合适的回应策略缓解公众愤怒情绪至关重要。组织名誉是保护企业资源的一种财产,是在对公众有意或无意的行为中形成的,来源于组织与公众互动过程,在沟通中扮演重要角色,所以分析危机对于组织名誉的破坏变得越来越重要。国内关于危机与组织名誉的结合研究还很少见,本研究采用情境实验法以危机情景沟通理论(SCCT)为理论基础,研究一中以组织回应策略(否认,转嫁责任,纠正措施,降低敌意,道歉),危机严重性(不严重,严重)为自变量,公众愤怒情绪与组织名誉为因变量,采用5×2被试间实验设计。通过实验来探讨组织回应策略与危机严重性对缓解公众愤怒情绪以及提升组织名誉的影响作用。在研究一结论的基础上,为了进一步探讨道歉方式对组织名誉以及公众愤怒情绪的影响设计了研究二,单独拿出道歉策略来探讨对组织名誉以及公众愤怒情绪的作用。以道歉内容接受责任(主动接受责任,被动接受责任)与表达同情(表达高同情,表达低同情)为自变量,因变量同研究一。采用2×2被试间实验设计,相互结合形成4种道歉方式。本研究通过被试阅读不同实验材料后测量并比较被试愤怒情绪以及组织名誉。研究结果显示：①危机在不严重水平时企业可以选用防御性回应策略,在严重水平时选用调整性回应策略。②不管危机严重与不严重调整性回应策略在缓解公众愤怒情绪与组织名誉都优于防御性回应策略。③完全道歉是缓解公众愤怒情绪与提升组织名誉最佳道歉方式。
[Abstract]:Public anger is the most strongly related emotional factor to crisis responsibility. Public anger affects the public's responsibility to judge the crisis, so it is very important for enterprises to choose appropriate response strategies to alleviate public anger. Organization reputation is a kind of property that protects enterprise resources. It is formed in intentional or unintentional behavior to the public. It comes from the process of interaction between the organization and the public and plays an important role in communication. So it is becoming more and more important to analyze the crisis for the damage to the reputation of the organization. Domestic research on the combination of crisis and organizational reputation is rare. In this study, the situational experiment method is based on the theory of crisis situational communication theory (SCCTT), and the organizational response strategies (denial, transfer of responsibility, corrective measures, and reduction of hostility) are adopted in the first middle school. Apology, the severity of the crisis (not serious, serious) as independent variables, public anger and organizational reputation as dependent variables, using 5 脳 2 experimental design. The effects of organizational response strategies and crisis severity on relieving public anger and enhancing the reputation of the organization were investigated through experiments. On the basis of a conclusion, in order to further explore the impact of apology on the reputation of the organization and public anger, the second study designed a single apology strategy to explore the role of organizational reputation and public anger. Taking apology content acceptance responsibility (active acceptance responsibility, passive acceptance responsibility) and expressing sympathy (expressing high sympathy, expressing low sympathy) as independent variables, dependent variables are the same as research 1. The experimental design of 2 脳 2 subjects was used to form 4 kinds of apology methods by combining with each other. In this study, the anger and reputation of the subjects were measured and compared after reading different experimental materials. The results of the study show that companies can choose defensive response strategies when the crisis is not serious. When in serious level, choose adjustment response strategy .2 No matter the crisis is serious or not serious adjustment response strategy is superior to defensive response strategy in relieving public anger and organization reputation. 3. 3 completely apology is to alleviate public anger. The best way to apologize for anger and promote the organization's reputation.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：C912.3

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