恐懼與生氣情緒在危機溝通中的角色

The Role of Fear and Anger in Crisis Communication

10.6195/cjcr.2014.25.07

姚惠忠(Hui-Chung Yao)

生氣 ； 危機溝通 ； 固定連續樣本研究 ； 恐懼 ； 塑化劑 ； anger ； crisis communication ； panel study ； fear ； plasticizer

中華傳播學刊

25期（2014 / 06 / 01）

193 - 222

繁體中文

本研究以塑化劑事件為例，運用固定連續樣本研究法（panel study）蒐集資料，探討恐懼與生氣情緒在危機溝通中的成因與作用。主要研究發現包括：（1）危機事件對組織的影響可能持續約半年時間； （2）生氣會在危機責任與組織聲譽之間扮演完全中介角色；（3）恐懼在塑化劑事件中應屬結果型情緒；（4）恐懼對購買意圖的影響，遠大於生氣情緒；生氣對組織聲譽的影響則大於恐懼情緒。（5）建構包含恐懼與生氣情緒的SCCT再修正模型。

To investigate the antecedents and consequences of two types of emotion (fear and anger) in crisis communication from a longitudinal perspective, this study used a panel study to monitor respondents' emotions, perceptions, and behavioral intentions during a plasticizer crisis. The findings are listed as follows. (1) The impacts of a plasticizer crisis on an organization can persist as long as 6 months. (2) Anger fully mediates crisis responsibility and organizational reputation. (3) Fear is identified as an outcome-dependent emotion in times of crisis. (4) Fear exerts a stronger effect on purchasing intentions than anger does. Conversely, anger exerts a stronger effect on reputation than does fear. (5) The SCCT model containing the emotions of fear and anger is refined.

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