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研究生:吳懋嫻
研究生(外文):Wu, Mao Hsien
論文名稱:Facebook企業粉絲頁之危機溝通效果:探討 人性化語調、危機情境與危機回應策略之影響
論文名稱(外文):The communication effectivity with consumers in corporate crises on Facebook fan pages:the effect of conversational human voice ,crisis situations and crisis communication strategies.
指導教授:鄭怡卉鄭怡卉引用關係
指導教授(外文):Cheng, I Huei
學位類別:碩士
校院名稱:國立政治大學
系所名稱:廣告研究所
學門:傳播學門
學類:廣告學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:109
中文關鍵詞:危機溝通危機情境回應策略人性化語調Facebook
外文關鍵詞:crisis communicationcrisis situationscrisis communication strategiesconversational human voiceFacebook
相關次數:
  • 被引用被引用:11
  • 點閱點閱:456
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
本研究主要探討Facebook企業粉絲頁進行危機溝通之效果。由於企業粉絲頁在訊息與互動策略上都與傳統官方網站截然不同,其中如同朋友般對話口吻的「人性化語調」(conversational human voice),可說是現今國內企業粉絲頁的主要溝通特色。然而,在危機溝通的情境下,企業粉絲頁卻往往採用官方口吻,使用較傳統的新聞稿模式,似乎未因應粉絲頁特性而採取相適的溝通策略,其溝通效果如何值得加以探討。同時,綜觀過去危機溝通文獻,多數研究仍聚焦於驗證危機情境與回應策略間對應關係,預測危機溝通效果的實用性,並未深入討論訊息策略的內容,也尚未有粉絲頁平台上的效果研究。因此,本論文即以「人性化語調」的概念切入,檢視該訊息策略於危機情境中的溝通效果,以探討企業於粉絲專頁上進行危機溝通的可能之有效策略,以及企業於社群媒體進行危機溝通之可行性。

實驗設計主要以「產品瑕疵」為危機情境,三個操弄變項包含危機責任程度(小╱大)、回應策略(遞減╱重建)、與人性化語調(低╱高),以2 × 2 × 2之組間設計實驗設計,驗證危機溝通的效果(組織聲譽,正負面口碑行為意向)。
研究結果發現,不論組織責任大小,重建策略皆帶來正面溝通效果;而人性化語調雖然在組織聲譽、正面口碑行為意向上無顯著的效益,但能有效減緩負面口碑行為意向,尤其在危機責任大的情境下,採取重建策略與人性化語調高的溝通組合能更加強其緩和負面口碑行為之成效。顯示危機回應策略相關理論在企業粉絲專頁的情境依然適用,但在具體溝通策略與內容的設計上,必須進一步考量危機情境與所使用之溝通平台,也表示國內企業對於社群媒體之公關管理必須加以重視。
“Conversational human voice” is one of the key features in how Taiwan’s corporations communicate on their Facebook fanpages, which is quite different from how they communicate on their corporate websites. And yet, how such communication strategies work during a time of crisis remains unknown; thus, the current study aims to investigate the effect of conversational human voice in the scope of crisis communication. In the experimental design, the independent variables included: human voice (low/high), crisis responsibility (low/high), and crisis communication strategy (diminish/rebuild); the dependent variables included corporate reputation and word-of-mouth (WOM) intentions.

The key finding included positive effects of constructive strategies on corporate reputation and WOM intentions, which is consistent with past literature. Although human voice was found with no main effects on reputation or WOM intentions, human voice was effective in reducing negative WOM, when the crisis responsibility was high and constructive communication strategy was employed. This implies that consumers who are exposed to more human-tone messages on the fanpages are less likely to boycott the product should there be a relevant crisis, and thus, social media play an important role in crisis communication and should be valued and managed in corporate public relations efforts.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 網路公關與社群媒體 4
第二節 社群媒體與人性化語調 11
第三節 社群媒體與危機溝通 16
第四節 危機溝通與回應策略 24
第三章 研究方法 33
第一節 研究架構 33
第二節 實驗變項與操作型定義 34
第三節 實驗刺激物 38
第四節 前測 40
第五節 正式實驗流程 45
第四章 研究結果與分析 48
第一節 受測者資料分佈 48
第二節 量表信度檢驗 50
第三節 操弄檢定 52
第四節 共變項分析 53
第五節 假設與研究問題檢驗 57
第五章 研究結論與建議 68
第一節 研究發現與討論 68
第二節 研究貢獻與實務建議 72
第三節 研究限制與未來研究建議 76
參考書目 79
附錄 87
附件一、危機情境之瑕疵產品內容調查 87
附件二、回應策略之瑕疵產品處理內容調查 88
附件三、實驗分組 89
附件四、實驗流程與問卷 105

一、 中文書目

吳東英、秦秀白、吳柏基(2004)。〈香港報刊語言口語化的表現形式和功能〉。《當代語言學》,6(3),248 - 256。
吳宜蓁(2005)。《危機傳播-公共關係與語藝觀點的論點與實證》。台北:五南。
吳宜蓁(2002)。〈「A錢」與「清廉」之間—解讀興票案的危機情境、危機反應策略與媒體效能〉。《傳播文化》,9:203-238。
吳明隆(2007)。《SPSS操作與應用:變異數分析實務》。臺北市:五南。
李佾璇(2010)。《公仔背後故事擬人化程度高低與消費者思考模式差異對消費者網頁態度、品牌態度與購買意願之影響》。國立政治大學廣告研究所碩士論文。
邱淑華(2005)。《網路公關—理論與實務》。台北市:揚智文化。
岳明熹(2010)。〈反迷閱聽人虛擬社群中的語言型態與社群意識—以PTT吐槽(TuTsau)版為例〉,「2010 中華傳播學會年會暨第四屆數位傳播國際學術研討會」論文。地點:嘉義:中正大學。
周世惠(2011)。《台灣臉書效應:Facebook行銷實戰》。台北:天下。
洪寧(2010)。《Facebook上消費者類社會互動對品牌關係的影響》。國立政治大學廣告研究所碩士論文。
洪慧芳譯(2011)。《"讚"起來,開始拉攏顧客變粉絲》臺北:麥格羅希爾出版。(原書:Kerpen, D., [2011]. Likeable social media how to delight your customers, create an irresistible brand, and be generally amazing on facebook)
孫秀蕙(2009),《公共關係:理論、策略與研究實例》(第2版)。臺北:正中書局。
秦琍琍、李佩雯、蔡鴻濱(2010)。《口語傳播》。臺北縣深坑鄉:威仕曼文化。
莊宜軒(2012)。《企業Facebook粉絲專頁之公關策略分析》。國立政治大學廣告研究所碩士論文。
張學謙(2000)〈台語口語及書面語體的多面向分析〉。《語言暨語言學》,1(1), 89-117。
張正杰(2004)。《危機情境、危機反應策略及策略效果-以台北市政府「捷運掀頭皮事件」及「邱小妹醫療人球事件」為例》。世新大學傳播研究所碩士論文。
張依依(2007)。《公共關係理論的發展與變遷》。台北:五南。
張硯迪(2006)。《組織表現歷史、和解與防衛策略及回應一致性對組織形象修復之效果研究》。國立政治大學廣告研究所碩士論文。
郭昌衢(2008)。《企業網站與企業部落格對關係品質影響之比較研究-以毛寶個案為例》。世新大學公共關係暨廣告學系碩士論文。
陳禹廷(2009)。《企業網站表現對毒奶粉危機溝通需求之影響:組織–公眾關係之中介效果檢驗》。世新大學公共關係暨廣告學系碩士論文。
彭暉恩(2007)。《產品瑕疵事件對顧客反應之研究》。淡江大學國際貿易研究所碩士論文。
黃怡芳(2011)。《組織形象修護之效果:檢視危機歷史及危機回應策略之影響》。交通大學傳播研究所碩士論文。
葉育瑋(2011)。《臺灣前五百大服務業企業網站之公關效果評估指標研究》。國立政治大學廣告研究所碩士論文。
葉玫萱(2011)。《組織運用傳統型與創新型危機溝通於網路平台之研究》。輔仁大學大眾傳播學研究所碩士論文。
楊舒婷(2009)。〈印像修復策略分析:金車與雀巢企業三聚氰胺食品危機情境與策略回應研究〉,「第十七屆中華民國廣告暨公共關係國際學術與實務研討會」論文。台北:國立政治大學。
數位時代(2012.3)。〈大商務時代來臨!2012台灣網站100強揭曉!〉。《數位時代》。
蔡鴻濱(2007)。《網言網語的對話與遊戲:口語、書寫的再省察》。世新大學傳播研究所碩士論文。
劉廷君、吳品儀、黃偉軒《由「情境危機溝通理論」(SCCT)觀點檢視電子商務業者之危機處理》。「中華傳播學會2010年年會」論文。地點:嘉義。
鄭景鴻(2012)。《Facebook上品牌訊息分享的探索研究—檢驗以品牌表達自我的重要性》。世新大學公共關係暨廣告學系碩士論文。
謝維琳(2012)。《非營利組織運用社群媒介之公眾溝通策略 ─以Facebook粉絲專頁為例》。世新大學公共關係暨廣告學系碩士論文。

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