發(fā)布時(shí)間：2018-05-07 17:14

  本文選題：危機(jī) + 危機(jī)溝通策略��； 參考：《天津師范大學(xué)》2014年碩士論文

【摘要】：公眾憤怒情緒是與危機(jī)責(zé)任關(guān)系最為強(qiáng)烈的情感因素,公眾憤怒情緒影響公眾判斷危機(jī)的責(zé)任,因此企業(yè)如何選擇合適的回應(yīng)策略緩解公眾憤怒情緒至關(guān)重要。組織名譽(yù)是保護(hù)企業(yè)資源的一種財(cái)產(chǎn),是在對(duì)公眾有意或無意的行為中形成的,來源于組織與公眾互動(dòng)過程,在溝通中扮演重要角色,所以分析危機(jī)對(duì)于組織名譽(yù)的破壞變得越來越重要。 國內(nèi)關(guān)于危機(jī)與組織名譽(yù)的結(jié)合研究還很少見,本研究采用情境實(shí)驗(yàn)法以危機(jī)情景溝通理論(SCCT)為理論基礎(chǔ),研究一中以組織回應(yīng)策略(否認(rèn),轉(zhuǎn)嫁責(zé)任,糾正措施,降低敵意,道歉),危機(jī)嚴(yán)重性(不嚴(yán)重,嚴(yán)重)為自變量,公眾憤怒情緒與組織名譽(yù)為因變量,采用5×2被試間實(shí)驗(yàn)設(shè)計(jì)。通過實(shí)驗(yàn)來探討組織回應(yīng)策略與危機(jī)嚴(yán)重性對(duì)緩解公眾憤怒情緒以及提升組織名譽(yù)的影響作用。在研究一結(jié)論的基礎(chǔ)上,為了進(jìn)一步探討道歉方式對(duì)組織名譽(yù)以及公眾憤怒情緒的影響設(shè)計(jì)了研究二,單獨(dú)拿出道歉策略來探討對(duì)組織名譽(yù)以及公眾憤怒情緒的作用。以道歉內(nèi)容接受責(zé)任(主動(dòng)接受責(zé)任,被動(dòng)接受責(zé)任)與表達(dá)同情(表達(dá)高同情,表達(dá)低同情)為自變量,因變量同研究一。采用2×2被試間實(shí)驗(yàn)設(shè)計(jì),相互結(jié)合形成4種道歉方式。本研究通過被試閱讀不同實(shí)驗(yàn)材料后測(cè)量并比較被試憤怒情緒以及組織名譽(yù)。 研究結(jié)果顯示：①危機(jī)在不嚴(yán)重水平時(shí)企業(yè)可以選用防御性回應(yīng)策略,在嚴(yán)重水平時(shí)選用調(diào)整性回應(yīng)策略。②不管危機(jī)嚴(yán)重與不嚴(yán)重調(diào)整性回應(yīng)策略在緩解公眾憤怒情緒與組織名譽(yù)都優(yōu)于防御性回應(yīng)策略。③完全道歉是緩解公眾憤怒情緒與提升組織名譽(yù)最佳道歉方式。
[Abstract]:Public anger is the most strongly related emotional factor to crisis responsibility. Public anger affects the public's responsibility to judge the crisis, so it is very important for enterprises to choose appropriate response strategies to alleviate public anger. Organization reputation is a kind of property that protects enterprise resources. It is formed in intentional or unintentional behavior to the public. It comes from the process of interaction between the organization and the public and plays an important role in communication. So it is becoming more and more important to analyze the crisis for the damage to the reputation of the organization. Domestic research on the combination of crisis and organizational reputation is rare. In this study, the situational experiment method is based on the theory of crisis situational communication theory (SCCTT), and the organizational response strategies (denial, transfer of responsibility, corrective measures, and reduction of hostility) are adopted in the first middle school. Apology, the severity of the crisis (not serious, serious) as independent variables, public anger and organizational reputation as dependent variables, using 5 脳 2 experimental design. The effects of organizational response strategies and crisis severity on relieving public anger and enhancing the reputation of the organization were investigated through experiments. On the basis of a conclusion, in order to further explore the impact of apology on the reputation of the organization and public anger, the second study designed a single apology strategy to explore the role of organizational reputation and public anger. Taking apology content acceptance responsibility (active acceptance responsibility, passive acceptance responsibility) and expressing sympathy (expressing high sympathy, expressing low sympathy) as independent variables, dependent variables are the same as research 1. The experimental design of 2 脳 2 subjects was used to form 4 kinds of apology methods by combining with each other. In this study, the anger and reputation of the subjects were measured and compared after reading different experimental materials. The results of the study show that companies can choose defensive response strategies when the crisis is not serious. When in serious level, choose adjustment response strategy .2 No matter the crisis is serious or not serious adjustment response strategy is superior to defensive response strategy in relieving public anger and organization reputation. 3. 3 completely apology is to alleviate public anger. The best way to apologize for anger and promote the organization's reputation.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：C912.3

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本文編號(hào)：1857769