「滅頂」與「革新」：額外努力、回應時機與CEO可見度之危機溝通效果

The Impacts of Super Effort, Response Timing and CEO Visibility on Crisis Communication

本研究以實驗法，探討危機回應策略、時機與CEO可見度之危機溝通效果。研究發現，面對重大危機責任之企業：第一、額外努力行動所產生之溝通效果確實優於單純道歉策略。其中，又以修正行動效果最佳。第二、由於消費者熱切期望看到企業的實際行動，因此回應策略內容比回應形式重要。第三、對聲譽不佳的企業或負責人而言，CEO能見度對溝通效果並無加分作用。第四、回應策略接受程度對公眾怒氣的影響遠大於對企業聲譽之影響，公眾怒氣除直接影響負面口碑外，還會透過聲譽間接影響負面口碑。因此認錯道歉尚不足以展現企業解決問題之誠意，必須付諸額外努力行動，才能有效改善公眾對企業之知覺。

This study employed an experiment to investigate communication effects of post-crisis response strategy, timing and CEO visibility. The study, using a real case of a company with heavy crisis responsibility as its stimulus material, found the following: First, super efforts are better than a simple apology strategy in terms of communication effect, corrective action being with the best result. Secondly, response content is more important than response form because consumers are eager to see real actions from companies. Third, CEO visibility does not increase communication effects in those companies with poorer reputation. Fourthly, account acceptance has more effect on public anger than corporate reputation. In addition, public anger will directly affect the negative word-of-mouth, but also indirectly affect the negative word-of-mouth through reputation. Therefore, apology is not enough because it does not show the sincerity of the company bearing heavy crisis responsibility to deal with problems. Super efforts are needed to effectively improve the public perception toward the company.