運動員打假球危機回應內容與情緒之研究

A Study on the Crisis Response Contents and Emotions of Athletes to Match-Fixing Scandals

運動員打假球事件時有所聞，但國內有關體育組織或運動員危機的研究卻相當稀缺。此外，運動員面對打假球指控時往往情緒激動，這些情緒是否影響溝通效果也尚待釐清。為理解既有危機溝通理論是否適用於運動員危機，以及運動員情緒如何影響溝通效果，本研究擬採用3（回應策略：否認、動機良善、後悔道歉）x3（回應情緒：悲傷哽咽、心平氣和、怒氣沖沖）組間實驗設計，探討：一、公眾對運動員打假球事件的感知與評價；二、運動員應對打假球事件時的情緒表現對危機溝通效果的影響；三、運動員面對打假球事件的最適合回應內容與回應情緒之組合。本研究將運動員情緒納入危機回應策略，研究結果不僅能豐富危機溝通理論內涵，也有助於運動員應對危機事件時之實務參考。

There have been many cases of players' match-fixing, but there are few researches on the crisis of sports organizations or athletes in Taiwan. Moreover, it remains to be seen whether emotional responses to match-fixing allegations affect communication. For understanding both the crisis communication theory is suitable for athletes crises, and how athletes emotions affect communication effect, this research intends to adopt 3 (response contents: denial, motivation is good, regret apologize) x3 (emotions: sadness , calm, angry) between-subjects experimental design, to explore: 1. the public perceptions and evaluations of athletes match-fixing scandals; 2. The influence of athletes' emotional performance in response to match fixing scandals on the crisis communication effect; 3. the combination of the most suitable response content and emotion of athletes facing the event of match fixing. In this study, athletes' emotions are included in crisis response strategies. The results can not only enrich the theoretical connotation of crisis communication, but also provide practical reference for athletes to deal with crisis events.