南華大學機構典藏系統:Item 987654321/8022
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    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/8022


    Title: 危機溝通策略與溝通效果：以莫拉克颱風為例
    Other Titles: The mediating role of crisis response form between crisis communication strategy and communication effect
    Authors: 姚惠忠;鄭婕妤
    Hui-chung Yao;Ie-yu Cheng
    Contributors: 大葉大學人力資源暨公共關係學系
    Keywords: 危機反應形式;危機溝通策略;莫拉克颱風;溝通效果
    Communication Effect;Crisis Communication Strategy;Crisis Response Form;Typhoon Morakot
    Date: 2011-01-01
    Issue Date: 2011-08-31 15:15:49 (UTC+8)
    Publisher: 南華大學傳播學系
    Abstract: 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.
    Relation: 傳播與管理研究
    10卷2期
    Appears in Collections:[The Journals of Nanhua University ] Commnication and management research
    [Department of Communication] Commnication and management research

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