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    题名: 探討社群媒體假新聞之公關危機回應策略
    Discussing the response strategies for fake news crisis on social media
    作者: 王孟琦
    Wang, Mon-Chi
    贡献者: 鄭怡卉
    Cheng, I-Huei
    王孟琦
    Wang, Mon-Chi
    关键词: 攻擊回應策略
    假新聞
    危機管理
    信任
    證據感
    Attack response strategy
    Fake news
    Crisis management
    Trust
    Evidence
    日期: 2023
    上传时间: 2023-08-02 14:14:00 (UTC+8)
    摘要: 　　社群媒體的媒介特性，除了讓資訊傳散更容易，也增加傳播假新聞的可能性，並對企業造成聲譽上的威脅。為了解決假新聞造成的問題，本研究旨在測試在假新聞危機情境底下，回應策略能否有效保護企業聲譽與信任。並以Coombs (2007)的「情境危機傳播理論」的學術假設作為依據，著重探討攻擊回應策略能否幫助企業揭穿假新聞的可信度，增強對回應證據的感知、對企業的信任，以及增加線上支持口碑。

    　　本研究招募128名30歲以上的受試者進行實驗。研究結果顯示，在線上假新聞危機情境底下，攻擊回應策略能有效保護大眾對企業的信任。同時也發現，攻擊回應策略可以增強公司危機回應的證據感知。然而，研究結果並未證實攻擊回應策略能降低假新聞的可信度，或是誘發網上口碑支持。

    　　由於結果表明，在面對線上假新聞時，企業危機回應越立場堅定，對公眾來說也更客觀、有說服力，因此，當線上假新聞危機發生時，本研究仍建議採用相對具攻擊性的策略回應。未來的研究在討論攻擊回應策略時，可考慮結合其他訊息類型進行實驗外。同時也能檢視，使用不同的回應策略與其他變相結合後，在企業假新聞情境下的危機溝通傳播模式。
    　　Due to the ease of disseminating information on social media today, misinformation online can pose threats for corporations. To address this issue, the current study was aimed at testing the effectiveness of the response strategy in safeguarding corporate reputation during fake news crises. Taking insights from scholarly assumptions in the Situational Crisis Communication Theory (Coombs, 2007), the overall study explored whether more attack-oriented responses that are at a higher level of defensiveness to help companies debunk fake news credibility, generate stronger perception of evidence in the response and trust in organizations, as well as increase more supportive online word-of-mouth (WOM).

    　　To test the proposed hypotheses and relevant research question, a factorial experiment with a between-subjects design was conducted with a sample of 128 participants who were aged over 30. The results revealed that the attack response strategy can effectively preserve the corporate trust during an online fake news crisis. It was also found that the attack responses can enhance the perception of the evidence presented in the company`s crisis response. On the other hand, the findings did not confirm the effects of the attack response strategy on lowering the credibility of fake news or eliciting behavioral support in the form of online WOM.

    　　Since the results imply that the more assertive the corporate crisis response is on the face of fake news, the more objective or convincing it may be to the public, adoption of relatively more attack-oriented strategy is still recommended for practices in the event of such online crises. Future research can consider other message appeals or information along with the use of attack strategy and investigate situational factors in crises that may moderate the response outcomes, which can further our knowledge on the process of online crisis communication and on designing the strategic messages in response to fake news targeted at corporations.
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    描述: 碩士
    國立政治大學
    國際傳播英語碩士學位學程(IMICS)
    108461006
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