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    题名: 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
    贡献者: 鄭怡卉
    汪家盈
    Wang, Chia-Ying
    关键词: 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
    上传时间: 2022-08-01 19:02:47 (UTC+8)
    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。

    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.

    The 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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    描述: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    107464007
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    数据类型: thesis
    DOI: 10.6814/NCCU202200766
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