危機類型與危機組織情緒反應之研究 吳崇平、姚惠忠

危機類型與危機組織情緒反應之研究 吳崇平、姚惠忠

E-mail: [email protected]

摘 要

危機溝通文獻對公眾情緒已累積相當程度之研究成果，但有關危機主體情緒性的回應，對溝通效果之影響則著墨較少。本 研究以醫院發電機故障事件為案例，運用3（危機類型：受害者型、意外型與可預防型）×3（情緒性反應：生氣、哭訴與 不帶情緒）實驗設計，探討危機類型、危機主體情緒回應，對危機溝通效果之影響。 研究發現，受測者在受害者型事件中 的責任知覺最低；在可預防型事件中的責任知覺最重。在受害者型事件中，危機主體淚訴的回應形式，溝通效果最好（聲 譽評價最高、公眾怒氣程度最低、公眾同情程度最高）；在可預防型事件中，危機主體怒氣的回應形式，溝通效果最差（

聲譽評價最低、公眾怒氣程度最高、公眾同情程度最低）。另外，本研究還建構了加入解釋接受度變項的SCCT修正模型

。

關鍵詞 : 危機類型、危機組織情緒反應、危機溝通、生氣、淚訴 目錄

內容目錄 封面內頁 簽名頁 中文摘要 iii 英文摘要 iv 誌謝辭 v 目錄 vi 表目錄 viii 圖目錄 ix 第一章 前言 1 第一節 研究背景 1 第二節 研究動機 2 第三節 研究目的 5 第二章 文獻回顧 6 第一節 情緒與危機溝通效果 6 第二節 危機情境與危機反應策略 12 第三節 SCCT模型 16 第三章 研究方法 20 第一節 實驗設計 21 第二節 變數之操作型定義與衡量 24 第三節 資料分析方法 28 第四章 資料分析與研究結果 34 第一節 有效樣本之結構分析 34 第二節 驗證性因素分析 36 第三節 區別效度 43 第四節 SEM分析 47 第五節 交叉效度 51 第六節 差異檢定 53 第五章 研究結論 59 第一節 研究結論與管理意涵 59 第二節 限制與建 議 62 參考文獻 64 附錄 74 表目錄 表3-1 實驗設計 22 表3-2 問卷內容 23 表4-1基本資料表 35 表4-2 CRI-測量指標 36 表4-3 ORG -測量指標 37 表4-4 ACC -測量指標 38 表4-5 ANG -測量指標 39 表4-6 SYM -測量指標 40 表4-7 NEG-測量指標 41 表4-8 CFA彙整表 42 表4-9 區別效度-信賴區間法-生氣 44 表4-10 區別效度-信賴區間法-同情 44 表4-11 區別效度-係數檢定 法-生氣 47 表4-12 區別效度-係數檢定法-同情 47 表4-13 SEM模型配適度指標 50 表4-14 SEM模型路線係數-生氣 50 表4-15 SEM模型路線係數-同情 51 表4-16 交叉效度-多群組比較-生氣 53 表4-17 交叉效度-多群組比較-同情 53 表4-18 危機主體不 同情緒回應方式之效果差異檢定 55 表4-19 不同危機類型之效果差異檢定 56 圖目錄 圖2-1 加入解釋接受程度變項之SCCT 模型 19 圖4-1 ORR - CFA 36 圖4- 2 RT -CFA 37 圖4-3 AC - CFA 38 圖4-4 AG - CFA 39 圖4-5 SY - CFA 40 圖4-6 NM - CFA 41 圖4-7 區別效度-信賴區間法-生氣 45 圖4-8 區別效度-信賴區間法-同情 46 圖4-9 SEM分析-生氣 49 圖4-10 SEM分析-同情 49

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