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E10370
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自嘲、涉入與危機溝通效果:動態觀點
Self-Mockery, Involvement and Crisis Communication Effects: a Dynamic Perspective
1.姚惠忠
1.Hui-chung Yao
1.大葉大學人力資源暨公共關係學系
1.Department of Human Resources and Public Relations, Da-Yeh University
001,002,003,004
1.大葉大學人力資源暨公共關係學系
1.Department of Human Resources and Public Relations, Da-Yeh University
002
1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2014-08-01
A.14 計畫執行期間(訖):2015-07-31
2014-12-012014-12-31
A.16 收到日期:2016-12-29
1
以台灣18歲以上民眾為母體,以縣市行政區為分層,按各縣市人口佔全台灣人口數之比例,於各縣市進行比例抽樣。

1

178


178
001,003,004
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C.2 聯絡日期:2016-12-30
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1.大葉大學人力資源暨公共關係學系
1.Department of Human Resources and Public Relations, Da-Yeh University
1
C.7 資料公開日期:2018-08-01
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1,2
1.自嘲
2.涉入
3.危機溝通
4.動態觀點
5.SCCT
1.Self-mockery
2.Involvement
3.Crisis Communication Effect
4.SCCT
本研究以文本分析法探討自嘲策略之歸類與效果,並以4(危機回應策略:合理化、認錯道歉、自嘲昏頭、自嘲數學不好)×2(涉入程度:高、低)之實驗設計,探討自嘲策略在不同涉入消費者之間的危機溝通效果。為期反應實際危機事件的動態過程,本研究預計分兩個時點(事件發生之初、組織採取危機反應策略之後),測量消費者的知覺,藉以觀察不同涉入消費者對不同危機回應策略之知覺變化。其研究成果為:(1)自嘲策略屬讓步類別。(2)自嘲策略對高涉入群才具有優越性對低涉入者而言,認錯道歉仍優於自嘲策略。(3)將涉入程度導入SCCT模型,充實了SCCT理論內涵,並提供危機管理者以證據為基礎之危機決策建議。而有效樣本數共178個。

This study focuses on the category and effects of self-mockery response with regard to differing levels of audience involvement, by using a text analysis and an experiment of 4 (crisis response strategies: justification, apology, self-mockery1, self-mockery2) by 2 (involvement: high, low). In order to reflect the dynamic nature of crisis, this study measured what the participants with different level of involvement perceive at two time points (before crisis response, after crisis response). The results include: (1) Self-mockery should classified as concession. (2) To high- involvement audiences, the effect of self-mockery is better than apology, but to lowinvolvement audiences vice versa. (3) This study validates the role of involvement in SCCT model. These findings enrich SCCT and provide evidence-based suggestions on crisis strategy-making.

D.16 完成檢誤日期:2017-05-19
D.17 預定釋出日期:2018-08-01
D.18 初次釋出日期:2018-08-01
D.19_1 最新版釋出日期:2018-08-01
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10.6141/TW-SRDA-E10370-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10370
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