Super Effort, Response Speed and Crisis Communication Effects

• Main Authors: Te-Yu, Lai, 賴德宇
• Other Authors: Hui-Chung, Yao
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/41875589999265640027

碩士 === 大葉大學 === 人力資源暨公共關係學系 === 103 === This study used factual cases (Ting shin cooking oil event) and designed a 4 (super effort strategies: public welfare/ all-out donation, repay the debt immediately, the amount of compensation, exit Taiwan business) x 2 (response timing: actively, passively) of experimental design to explore the impact of super effort, response speed. The variables involved in the study are: reputation changes, anger relief. The result show that whether it is reputation changes or anger relief, public welfare/ all-out donation, immediately debts, the amount of compensation, this three super effort strategy are significantly better than exit Taiwan business, also better than the existing strategy: rebuild, and "actively" response is significantly better than "passive" response. Therefore, when similar crises in the future, in addition to focus on actively, also have to make the public feel the organization has a higher degree of sincerity and actions, it was able to reduce reputation damage and public’s anger relief.