從社交媒體訊息溝通策略以及正負面留言探討企業溝通環境議題對公眾認知的影響

Social Media Communication Strategies and Positive/Negative Comments as a Means to Explore How Corporate Communication of Environmental Issue Shape Public Perception

本研究探討企業臉書溝通環境風險議題，其訊息溝通策略以及留言對公眾認知的影響。實驗調查484位樣本發現，閱讀四組不同的訊息，其環境集體效能認知產生顯著差異。公眾認知方面，「正面∕行動策略」組獲得較高的信任認知，而不論是修辭或是行動策略搭配正面留言，皆獲得較高之企業公民形象認同。訊息策略與正負面留言在企業公民形象認知達到顯著交互效果，修辭策略組在接觸到負面留言後，產生最大的負面影響。

This study explored how companies use Facebook to communicate environmental risk and how message communication strategies, online comments, and corporate environmental efficacy or hypocrisy shape public perception. As suggested by results from 484 experimental surveys, collective efficacy shows significant differences among four types of textual messages used. Communication message strategies and positive/negative comments had a significant interaction effect on perceptions of corporate citizenship image, with exposure to rhetorical strategy + negative comments clearly resulting in the greatest negative effect. Perceived corporate hypocrisy negatively affected public perception of corporate trustworthiness, corporate citizenship, and eWOM.