A Panel Study of Media Coverage and Crisis Perception - An Example of Tainted Starch Downstream Manufacturers

• Main Authors: LIU,BAO-YUE, 劉寶玥
• Other Authors: Hui-Chung Yao
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/be6j3g

碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === A crisis situation will evolve differently through time, so when a crisis occurs in an organization, the crisis perception generated by the audiences will also change slowly as time passes. As the crisis shift and changes, will the media be able to effect the audiences' crisis perception (the perception of crisis responsibility, organization reputation, fear, sympathy, anger, concerns, and buying intention)? This study uses the down-stream vendors of the toxic starch incident as an example, applying the data gathering method from the longitudinal study method. The first test is conducted two month after the incident, and followed tests are conducted once every two month. A total of four tests were conducted, allowing us to observe how the audiences' crisis perception changes when they are exposed or not-exposed to the information of the incident and how their perception changes through time, then discuss the relationships between these variables.