姚惠忠

Hui Chung Yao

生氣、危機溝通、固定連續樣本研究、恐懼、塑化劑

anger, crisis communication, panel study, fear, plasticizer

本研究以塑化劑事件為例，運用固定連續樣本研究法（panel study）蒐集資料，探討恐懼與生氣情緒在危機溝通中的成因與作用。主要研究發現包括：(1) 危機事件對組織的影響可能持續約半年時間；(2) 生氣會在危機責任與組織聲譽之間扮演完全中介角色；(3) 恐懼在塑化劑事件中應屬結果型情緒；(4) 恐懼對購買意圖的影響，遠大於生氣情緒；生氣對組織聲譽的影響則大於恐懼情緒。(5) 建構包含恐懼與生氣情緒的SCCT 再修正模型。

To investigate the antecedents and consequences of two types of emotion (fear and anger) in crisis communication from a longitudinal perspective, this study used a panel study to monitor respondents’ emotions, perceptions, and behavioral intentions during a plasticizer crisis. The findings are listed as follows. (1) The impacts of a plasticizer crisis on an organization can persist as long as 6 months. (2) Anger fully mediates crisis responsibility and organizational reputation. (3) Fear is identified as an outcome-dependent emotion in times of crisis. (4) Fear exerts a stronger effect on purchasing intentions than anger does. Conversely, anger exerts a stronger effect on reputation than does fear. (5) The SCCT model containing the emotions of fear and anger is refined.