本研究以內容分析法探討政府於莫拉克颱風期間，所採之危機溝通策略、媒體所認知的反應形式與評價，並釐清危機溝通策略、危機反應形式與溝通效果之間的關係。研究結果發現，政府所採之溝通策略以讓步策略為主，但其溝通效果不佳。迴歸分析發現，危機反應形式不僅在順應型策略與溝通效果間具有完全中介效果，危機反應形式也在抗拒型策略與溝通效果間具有完全中介效果。顯見即時、主動等反應形式在危機溝通中的重要性。 This study sheds light on the relationship between crisis communication strategy, crisis response forms and communication effects, by analyzing the official crisis response and media's evaluations during the period of devastating Typhoon Morakot in 2009. The results indicate that the official communication strategies, mostly of concession , had poor communication effects. Regression analysis shows that crisis response forms fully mediates the relationship between (1) accommodative strategy and communication effects, and between (2) defensive strategy and communication effects. The results suggest that immediate and active response forms are important in crisis communication.
