冒犯感知在危機溝通中的重要性：危機類型與回應策略影響組織聲譽的調節中介模型

Perceived Offensiveness Matters in Crisis Communication: A Moderated Mediation Model of Crisis Types and Response Strategies Affecting Organizational Reputation

為解決危機責任不足以解釋組織聲譽威脅的研究缺口，本研究基於形象修護理論，採3×3實驗設計，探討危機類型與回應策略如何透過危機責任與冒犯感知影響組織聲譽。結果發現，冒犯感知是評估危機威脅的重要變項，不僅可作為危機類型的分類指標，其對組織聲譽影響力大於危機責任，而且在危機類型影響組織聲譽的路徑中具有關鍵作用。本研究還建立了危機類型與回應策略影響組織聲譽的調節中介模型，並針對研究討論了理論貢獻與管理意涵。

Crisis responsibility is insufficient to explain organizational reputation threat. To address the literature gap, this study used a 3×3 between-subjects experimental design to examine how crisis types and response strategies affect organizational reputation within the framework of image repair theory. The design included three scenarios—bleaching water incident, slashing incident, and illegal suture incident—and three response strategies—rebuild, diminish, and adjust information. The results revealed that the public’s perception of offensiveness is a key variable in assessing the threat of a crisis. Perceived offensiveness can serve as not only an indicator for classifying crisis types but also a stronger predictor of organizational reputation than crisis responsibility. It also mediates the relationship between crisis types and organizational reputation. The present study established a moderated mediation model of crisis types and response strategies for organizational reputation, and this article discusses the findings’theoretical contributions and implications for organizational management.