| Summary: | 碩士 === 大葉大學 === 人力資源暨公共關係學系 === 101 === Literatures focusing on crisis communication have proposed substantial research results in public emotion, while they have less referred to the effect of emotional response of the crisis entity on communication efficacy. This study takes an accident of a breakdown generator in a hospital as a case and employs the experiment design of 3 (crisis types: victim, accident, and preventable types) ×3 (emotional responses: anger, tearful complaint, and unemotional types) to investigate the effect of crisis types and emotional response of the crisis entities on the efficacy of crisis communication.
The research findings show that the subjects have the lowest responsibility perception in accidents of victim type, while the highest in accidents of preventable type. In the accidents of victim type, the response type expressed by the crisis entities in the way of tearful complaint creates the best efficacy in communication (the highest reputation appraise, the lowest public anger, and the highest public sympathy); in the accidents of preventable type, the response type expressed by the crisis entities in the way of anger creates the worse efficacy (the lowest reputation appraise, the highest public anger, and the lowest public sympathy). In addition, this study’s SCCT modified model are joined variable of account of acceptability
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