| Summary: | 碩士 === 大葉大學 === 人力資源暨公共關係學系 === 102 === This study, using experimental design, examines the crisis
communication effects of the perceived shared experience and media
form. The results show that the respondents who highly perceived
shared experience with victims could bear more intensive anger and
fear, give the crisis entity poorer organizational reputation evaluation
and more likely to engage in negative word-of-mouth spread.
Moreover, Respondents receiveing a video message will produce more
strongly degree of anger and fear, more likely to engage in negative
word-of-mouth, compared with reading a text message. On the other
hand, we identify fear as the attribution independent emotion.
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