風險知覺影響組織聲譽的路徑初探：COVID-19 疫情背景下之貫時研究

A Preliminary Study on the Path of Risk Perception Affecting Organizational Reputation: Form the Longitudinal Context of the COVID-19 Epidemic

當公眾健康或安全遭受威脅且組織責任不明確情境下，危機責任可能不足以預測組織聲譽威脅，欲知公眾如何應對危機並評價涉事組織之聲譽可能需要另闢蹊徑。既有危機傳播文獻多以橫斷面資料探討相關問題，少有時間數列資料加以佐證。為彌補以上研究缺口，本研究基於認知評價理論，引入風險知覺概念並藉五次貫時資料，探討新冠肺炎疫情背景下，公眾感知、情緒與態度的變化，以及風險知覺影響防疫機構聲譽的可能路徑。主要的研究發現包括：(1)疫情最高峰時，風險知覺同時透過情緒導向、認知導向，以及混合路徑影響防疫機構聲譽；知覺風險會直接影響責任知覺。(2)在疫情低谷時，風險知覺只會透過情緒導向路徑影響組織聲譽；知覺風險需透過恐懼情緒影響責任知覺。(3)疫情高峰過後，恐懼情緒直接影響組織聲譽；疫情再起時，恐懼會通過怒氣或責任知覺的中介影響組織聲譽。(4)負面的恐懼情緒不僅直接影響怒氣，還會透過責任知覺進而影響怒氣。(5)風險知覺對防疫機構聲譽的直接效果為正，然間接效果為負值且大於直接效果，因此風險知覺對防疫機構聲譽的淨效果呈現負向。本研究最後針對研究結果提出理論貢獻與管理意涵。

Responsibility attribution for a crisis is insufficient to explain organizational reputation threats (Ma & Zhan, 2016; Page, 2019), especially in crises such as the COVID-19 pandemic, which lacks intention, controllability, and clear responsibility attribution. Based on the cognition appraisal theory, this research reveals the perception of risk to situation analysis of the pandemic crisis and argues that the public tends to consider personal security-related threat perception more than the responsibility attribution of epidemic prevention agencies. Because a crisis is dynamic, variable, and inconsistent, as time passes, organizations may change their public rhetoric along with the crisis perception of stakeholders. Therefore, static crisis studies are unable to reflect this dynamic process. Some scholars emphasize the importance of dynamic crisis studies (McDonald, Sparks, & Glendon, 2010; Utz, Schultz, & Glocka, 2013), and crisis communication should start from understanding the public perception of a crisis (Kim, 2016). This research explores the changes in public perception, emotion, and attitude during the events of the COVID-19 pandemic to provide references for the policy development and reputational protection of epidemic prevention organizations.