政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153547

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政大機構典藏 > 傳播學院 > 國際傳播英語碩士學程 > 學位論文 > Item 140.119/153547

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题名:	探討企業危機道歉影片之回應策略與影片剪輯之說服效果 Exploring the Effects of Response Strategies and Video Edits in Corporate Crisis Response Videos on Persuasion
作者:	陳加玉 Chen, Chia-Yu
贡献者:	鄭怡卉 Cheng, I-Huei 陳加玉 Chen, Chia-Yu
关键词:	人性化語調注意力情緒起伏資訊處理影片溝通危機溝通 Conversational human voice Attention Arousal Information processing Video communication Crisis communication
日期:	2024
上传时间:	2024-09-04 16:02:10 (UTC+8)
摘要:	隨著社群媒體日益普及，越來越多的企業組織選擇以影片作為危機溝通和傳達資訊的方式。然而，目前對企業危機溝通影片的研究明顯不足，尤其是在人性化語調和影片剪輯對觀眾溝通說服效果的探討方面。為了填補此學術研究上的空缺，本研究深入探討了人性化語調和剪輯風格如何影響觀眾的注意力和情緒波動。本研究採用實驗研究方法，受測者在觀看企業危機回應影片後，於線上填寫問卷以收集數據。研究結果顯示，人性化語調雖無法有效引起觀眾注意，但可以造成觀眾的情緒波動；而影片剪輯無法引起觀眾對影片內容的注意或造成情緒波動。本研究為企業危機溝通提供實務性建議，建議企業在以影片方式回應危機時，更加注重人性化語調的使用。 Along with the rising popularity of social media, organizations increasingly choose to use videos as a means of crisis communication in the industry. Academic research, however, has not yet explored the role of video in crisis communication, or specifically examined the potential impacts of video attributes such as verbal tone and visual editing of the messages. To fill in the gap, the current study delves into how conversational human voice and video edits affect viewers’ attention and emotion of arousal. This study adopted an experimental research method, in which participants viewed corporate crisis response videos and then completed an online questionnaire. The findings indicated that conversational human voice may evoke arousal among audiences, although it did not significantly viewers’ attention level. In contrast, video edits neither captures viewers’ attention to the video’s content nor does it evoke emotional responses. Based on the results, the study provides practical implications for corporate communication, suggesting that video form of crisis communication may be influential and that companies should place emphasis on the use of a conversational human voice when responding to crises with videos.
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