Making Peace or Holding a Grudge? The Role of Publics' Forgiveness in Crisis Communication

• Other Authors: Wu, Fang (author.)
• Format: Others
• Language: English; Chinese
• Published: 2016
• Online Access: http://repository.lib.cuhk.edu.hk/en/item/cuhk-1292407

本研究採用跨學科視角，構建以公眾原諒為中介變量的新型危機傳播理論模型。本研究發現，在危機傳播情境中，公眾原諒是一個有效的中介變量。危機中的企業可以通過尋求公眾原諒來重塑企業聲譽，進而挽救經濟損失。通過整合企業中心和公眾中心兩種危機傳播研究路徑，本研究提出危機傳播中企業與公眾雙贏的可能性，即企業能夠並且應當通過改善公眾在危機中的心理感受來挽回危機帶來的損失。 === 本研究使用網絡調查實驗作為數據收集方法，通過網絡調查公司隨機選取800 名中國大陸受試者參與調查。本研究首先構建了「危機傳播中的原諒量表(Forgiveness in Crisis Communication Scale)」，對兩類公眾原諒──情緒原諒及決定原諒──進行了理論化及操作化定義。新量表的信度與效度均達到可接受標準。 === 研究發現，與符號性讓步策略（道歉與致意）相比，實質性讓步策略（賠償與糾錯行為）能更有效地為企業贏得公眾原諒。過多使用符號性讓步策略甚至會阻礙組織在危機中尋求公眾原諒。 === 在此基礎上，本研究進一步探討了危機傳播中讓步策略效果的普遍性。具體而言，本研究檢驗了危機情境（包括公眾對危機歸因和結果嚴重性的認知）以及危機前組織公眾關係（包括公眾對組織服務的滿意度和依賴度）對危機傳讓步策略的調節作用。研究發現，在組織尋求公眾原諒時，讓步策略的效果取決於公眾對危機結果嚴重性的認知、公眾對組織服務的滿意度和依賴度。公眾對危機的歸因並未對讓步策略的效果起調節作用。 === 回歸分析和結構方程模型結果顯示，公眾原諒在危機傳播情境中起中介作用。企業可通過使用危機傳播讓步策略尋求公眾原諒，從而間接影響危機發生后公眾對企業的認知及行為傾向。通過比較兩種類型的原諒在危機傳播中的中介效果，研究發現情緒原諒對危機傳播過程的影響更為廣泛而深遠。 === This study examines the mediating role of forgiveness in the context of crisis communication and identifies the contextual factors that the forgiveness-seeking strategies crisis-involved organizations are contingent upon. By applying an interdisciplinary and integrated perspective, the study constructs a forgiveness-mediated crisis communication model that takes into account both the expected achievements of organizations and the psychological experiences of publics. Specifically, this study investigates whether organizations can restore the reputation and financial performance damaged in crises by seeking forgiveness from their publics. === A survey experiment using a fictitious information security crisis was conducted. Eight hundred participants from Mainland China were randomly recruited with the help of an online research company. === First, constructs the Forgiveness in Crisis Communication Scale (FCCS) is constructed; this scale, which conceptualizes two types of forgiving experiences that people have in the context of crisis communication: emotional and decisional. The reliability and validity of the new measurement are examined. === Employing the new measurement, results demonstrate that substantive accommodative strategies (i.e. compensation and corrective action) are more effective in winning people’s forgiveness than symbolic accommodative strategies (i.e. apology and showing regards). Using multiple symbolic strategies actually impedes the forgiveness-seeking process of an organization. === This study then examines the generalizability of the effectiveness of substantive strategies. The findings suggest that the performance of accommodative crisis communication strategies is contingent upon the severity of the consequences perceived by publics and the pre-crisis relationship between an organization and its publics. However, the attribution of the cause (i.e. locus of control) was not found to be a moderator of the effects of accommodative crisis communication strategies on seeking forgiveness. As a result, the pivotal role of blame attribution in crisis communication theories is challenged. === The most significant finding in this dissertation is that accommodative crisis communication strategies indirectly influence the post-crisis perceptions and behavioral intentions of publics through forgiveness. After comparing the effects of the two t === crises. The theoretical and practical implications of this study are discussed, and suggestions for future studies are specified. === Wu, Fang. === Thesis Ph.D. Chinese University of Hong Kong 2016. === Includes bibliographical references (leaves ). === Abstracts also in Chinese. === Title from PDF title page (viewed on …). === Detailed summary in vernacular field only. === Detailed summary in vernacular field only. === Detailed summary in vernacular field only. === Detailed summary in vernacular field only. === Detailed summary in vernacular field only.