「無辜」抑「無知」：運動員服用禁藥的起因、危機溝通策略對公眾感知之溝通效果影響

Hui-Chung Yao; Yu-Kai Tsai; Ching-Hui Hsu; I-Ling Ling

doi:10.6547/tassm.202412_24(2).0006

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P349 - 381

社会科学 > 体育学
社会科学 > 管理学

DOI： 10.6547/tassm

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「无辜」抑「无知」：运动员服用禁药的起因、危机沟通策略对公众感知之沟通效果影响

Effects of Causes of Doping and Crisis Communication Strategies on Perceived Sincerity, Public Anger, and Athlete Reputation

姚惠忠(Hui-Chung Yao) ；蔡裕凯(Yu-Kai Tsai) ；徐静辉(Ching-Hui Hsu) ；凌仪玲(I-Ling Ling)

台湾体育运动管理学报； 24 卷 2 期 (2024 / 12 / 01) ， P349 - 381

繁体中文;英文 DOI： 10.6547/tassm.202412_24(2).0006

运动员禁药危机；事件起因；危机沟通策略；危机沟通效果；真诚度； Athlete doping crisis ； crisis causes ； crisis response strategies ； crisis communication effectiveness ； sincerity

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摘要 │ 参考文献 (63)

摘要〈TOP〉

并列摘要〈TOP〉

Purpose: Research is scarce on crisis communication regarding doping incidents among athletes in Taiwan. Therefore, this study explores the effects of the causes underlying doping incidents and the strategies deployed for the communication of such incidents on public cognition and athlete reputation, providing a reference for athletes to stay vigilant. Method: This experimental study examined how crisis triggers and communication strategies influence the effectiveness of communication regarding doping incidents among athletes. Data were collected using a 2 (event cause: dietary supplements, fertility drugs) × 4 (communication strategy: differentiation, instructive information, mortification, no response) between-subjects experimental design. Convenience sampling was used through interpersonal referrals, and each subject was randomly assigned to one of eight scenarios. A total of 430 subjects were recruited to fill in the questionnaire, and 331 valid questionnaires remained after excluding incomplete questionnaires and those that failed to pass the manipulation tests. Results: The study discovered that the public harbored a generally more favorable perception of fertility drugs than of dietary supplements. Accommodative strategies, such as mortification or instructive information, were more effective than defensive strategies, such as differentiation or no response. The perceived sincerity of communication emerged as the most crucial consideration when choosing a communication strategy because sincerity was found to influence athlete reputation through multiple pathways. This study also verified the mediating and moderating effects of crisis cause and communication strategies on athlete reputation. Conclusion: Appropriate crisis communication prompts the public to perceive athletes charged with doping to be potentially innocent; effective communication enhances the sincerity of the message and assuages public anger, thereby protecting the reputation of the athlete. Conversely, inappropriate crisis communication drives the public to perceive athletes charged with doping to be potentially ignorant; poor communication decreases the sincerity of the message and incites public anger, further damaging the athlete's reputation. The findings of this study have theoretical as well as managerial implications. Originality/value: 1. This study demonstrates that crisis responsibility is not the only indicator of threat to an athlete’s reputation. The concept of sincerity was used to explore the effects of crisis communication strategies on the reputation of athletes, leading to the development of crisis communication theory in sports. 2. This study enriches crisis communication theory by presenting a moderated mediation model, which illustrates how causes of crisis and communication strategies affect athlete reputation.

参考文献 ( 63 ) 〈TOP〉

徐谷甫, K.-F.,蔡宗晏, Z.-Y.,林益安,Y.-A.,曾玉华, Y.-W.,黄琼仪, C.-I.,韩毅雄, Y.-S.,许美智, M.-C.(2011)。运动员最常误用禁药之情形。大专体育学刊，13(2)，215-221。
连结：
许美智, M.-C.,曹立妍, L.-Y.,钱桂玉, K.-Y.,林淑芬, S.-F.,张简国平, G.-P.(2011)。1968–2008 年奥运运动禁药阳性率分析。运动研究，20(1)，1-9。
连结：
Bakker, M. H.,van Bommel, M.,Kerstholt, J. H.,Giebels, E.(2018).The influence of accountability for the crisis and type of crisis communication on people’s behavior, feelings and relationship with the government.Public Relations Review,44(2),277-286.
Barkley, K.(2020).Does one size fit all? The applicability of situational crisis communication theory in the Japanese context.Public Relations Review,46(3),101911.
Benoit, W. L.(2015).Accounts, excuses, and apologies: A theory of image restoration strategies.SUNY Press.

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