情境認知缺口對危機溝通效果之影響

The influences of situational perception gaps on crisis communication effects

本研究以實驗法，探討企業與消費者之間的情境認知缺口，對危機溝通效果之影響，並建構以情境認知缺口為核心之危機溝通模型。研究發現情境認知缺口是危機溝通效果不佳之根源，且回應策略接受程度在危機溝通中扮演重要角色。企業若希望提高其回應之被接受程度，應關注消費者對危機情境之認知或判斷，唯有根據消費者之情境認知所作之回應策略選擇，才能符合消費者之期望，從而提高危機溝通效果。另外，企業應將降低消費者怒氣列為危機溝通目標，因為憤怒的消費者不僅不利於企業聲譽，更可能去從事企業的負面口碑，從而對企業造成既廣且深的傷害。

The current study aims to investigate the influences of company-customer situational perception gaps (SPG) on crisis communication, as well as to establish a SPG-based model of crisis communication. Using experiments, the author demonstrated that SPG is an important determinant of the effects of crisis communication. In addition, account acceptance of response strategies acts as a vital role in crisis communication. Based on these findings, the current study suggests that companies choose response strategies based on customers’ situational perceptions to improve the effects of communication. Furthermore, companies need to aim at reducing customers’ anger in crisis communication because angry customers are disadvantages to companies’ reputation in that they spread negative word-of- mouth that hurt companies extensively.