從顧客角度檢視公關隱瞞行為對組織－－群眾關係之影響：以便利商店為例

The Impact of Concealment on Organization-Public Relationships from the Perspective of Customers: The Case of Convenience Store

本文從顧客觀點檢視公關隱瞞行為對企業－群眾關係的影響。根據某便利商店顧客的看法，公關隱瞞事由－－「利他」「雇主利益」考量，會減緩原本不認同企業隱瞞行為的程度。對企業隱瞞行為抱持「可接受看法」的顧客而言，其接受程度則會依序受到「利他」、「雇主利益」及「自身利益」等考量的影響而提高。此外，企業－群眾關係－「承諾」的程度，會依序受到公關隱瞞事由－－「利他」、「雇主利益」及「自身利益」考量的影響而提升，而「相互制衡」及「信任」的程度只會受到「利他」考量的影響而上升。

This study examines the impact of concealment on organization-public relationships as seen from the perspective of customers. This study, based on the survey of a convenience store's customers suggested that if concealment on the part of PR professionals is motivated by a concern for the interests of employees and employer, customers may be less likely to condemn concealment. The determinants of acceptance are, in ascending order of importance, are concern for the interests of employees, employer, and self. The study also found that commitment varies with concern for employees, employer and self. Mutual control and trust, however, are correlated with concern for the interest of other employees.