企業用以影響目標公眾對其關係信任之策略運用：「關係訊號」觀點

Strategies of Enterprises to Influence the Target Public's Relationship Trust: From the Perspective of “Relationship Signal”

本文應用關係訊號觀點建構及評估關係訊號導向之組織一公眾關係信任維 繫模式及其影響。經由電話隨機調查291位年齡達20歲及以上、居住在臺灣本 島地區的民眾，研究結果不僅獲致「表達關心」、「接受影響」、「避免誤解」、「增 強信心」、「預防失望」等可以直接用於維繫組織一公眾關係信任的策略考量，也 進而發現「表達關心」遠比「接受影響」、「預防失望」的策略運用，更能對「關 係信任」產生正面影響。

This study constructs and evaluates a relationship signal-oriented organization-public relationship trust maintenance model and its effects. Through telephone interviews， it randomly investigated 291 residents aged at least 20 years old and living on the main island of Taiwan. According to the research findings， “expression of concern”，“acceptance of effect”，“prevention of misunderstanding”， “reinforcement of confidence，，，and “prevention of disappointment” can be included in strategies to maintain organization-public relationship trust. Finally，“expression of concern”， in comparison to “acceptance of effect” and “prevention of disappointment”，more positively influences “relationship trust”.