| Summary: | 碩士 === 大葉大學 === 人力資源暨公共關係學系 === 102 === This study takes an event of a product are counterfeited as a case. The experiment employed 3*3 matrixes to investigate the efficacy of crisis communication.
The matrixes is planed Emotional Responses of Organization: anger, tearful complaint, and unemotional type versus Responses of Victims: forgive, not forgive, not forgive with asking compensation.
The result shows that both responses from organization and victim's affect efficacy of crisis communication. Tearful complaint gets the best efficacy in communication. Victim chooses forgive for organization can reduce crisis responsibility as well as increase the efficacy of crisis communication. About perception on crisis responsibility, the victim's response is important than organization because victim's response affects public perception on crisis responsibility. If organization use tearful complaint and victim's chooses forgive for organization at same time, it creates the best efficacy in communication. Meanwhile an organization uses anger and victim's response is not to forgive with asking compensation, it creates the worst efficacy in communication.
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