MOST 108-2410-H-037-009 -SSS
Dance with perceptions: Constructing a crisis perception management model
Ministry of Science and Technology
Kaohsiung Medical University
Kaohsiung Medical University
uncertainty, crisis communication, emotion-driven, risk perception, fear, anger
先前的危機傳播文獻較少探討不確定感對於公眾危機相關知覺的影響，本研究目的在了解公眾因危機爆發後的不確定感所引發的危機相關知覺模式。神經科學文獻已經證實不確定將引發公眾恐懼、憂慮與怒氣等負面情緒。循此取徑，本研究以食品廠商添加不明化學物質為刺激材料，運用實驗法探討因不確定感而引發之情緒所驅動的危機知覺模型。研究發現：(1) 不確定感直接引發公眾恐懼情緒，且不確定感將透過恐懼、風險知覺間接引發怒氣情緒。(2) 恐懼情緒會通過風險知覺間接影響負面口碑意圖。(3) 怒氣情緒會通過責任知覺間接影響公眾對組織的聲譽評價。(4)風險知覺將提高公眾的怒氣，此怒氣將強化組織該為事件負責的認知，換言之，怒氣在兩種知覺之間扮演中介作用。(5)不僅責任知覺影響組織聲譽，風險知覺對組織聲譽、負面口碑的影響更大於責任知覺。因此，組織欲進行形象或聲譽修護，真正該重視的可能是公眾的風險知覺而非責任知覺。根據以上研究發現與結論，本研究指出若干對危機傳播理論的貢獻與管理意涵。本研究給危機管理者最大的啟示是：重視並針對公眾風險知覺的危機回應策略，才是真正以公眾為中心的危機傳播思維。
Previous literature on crisis communication has barely explored the impact of uncertainty on public crisis-related perceptions. The purpose of this study is to understand the patterns of crisis-related perception triggered by the public\'s uncertainty after a crisis breaks out. Neuroscience literature has confirmed that uncertainty can trigger negative emotions such as fear, anxiety, and anger in the public. Following this approach, this study uses the addition of unknown chemical substances by food manufacturers as stimulus materials, and uses experimental methods to explore the crisis perception model driven by emotions caused by uncertainty. The study found that: (1) Uncertainty directly triggers public fear, and uncertainty indirectly triggers anger through fear and risk perception. (2) Fear will indirectly affect negative word-of-mouth intentions through risk perception. (3) Anger will indirectly affect the public\'s reputation evaluation of the organization through the perception of responsibility. (4) The perception of risk will increase public anger. This anger will strengthen the organization’s awareness that the organization is responsible for the event. In other words, anger will play a mediating role between the two perceptions. (5) Not only the perception of responsibility affects the reputation of the organization, but the perception of risk has a greater impact on the reputation and negative reputation of the organization than the perception of responsibility. Therefore, if an organization wants to repair its image or reputation, it may really be the public\'s perception of risk rather than the perception of responsibility. Based on the above research findings and conclusions, this research points out a number of contributions and management implications to the theory of crisis communication. The biggest enlightenment of this research to crisis managers is: the crisis response strategy that emphasizes and targets the public\'s risk perception is the real crisis communication thinking with the public at the core.