企业在线危机沟通效果影响因素研究

›› 2020, Vol. 32 ›› Issue (4): 250-261.

企业在线危机沟通效果影响因素研究

屈启兴¹, 齐佳音², 宋绍义³, 孟祥花⁴, 陈曦⁵

1. 对外经济贸易大学信息学院, 北京 100029;
2. 上海对外经贸大学工商管理学院, 上海 201620;
3. 北京工商大学计算机与信息工程学院, 北京 102488;
4. 北京信息科技大学理学院, 北京 100192;
5. 云南大学工商管理与旅游管理学院, 昆明 650091

收稿日期:2017-03-27 出版日期:2020-04-28 发布日期:2020-05-07
作者简介:屈启兴,对外经济贸易大学信息学院副教授,博士生导师,博士;齐佳音,上海对外经贸大学工商管理学院教授,博士生导师,博士;宋绍义,北京工商大学计算机与信息工程学院讲师,博士;孟祥花,北京信息科技大学理学院副教授,硕士生导师,博士;陈曦,云南工商管理与旅游管理学院副教授,硕士生导师,博士。
基金资助:
国家自然科学基金青年项目（71801047）；国家社会科学基金项目（15CSH017）；北京市社会科学基金青年项目（17GLC052）；对外经济贸易大学中央高校基本科研业务费专项资金资助项目（16QN08；CXTD10-06）；对外经济贸易大学优秀青年学者培育计划（18YQ12）；北京市教育委员会社会科学计划一般项目（SM202010011013）。

Research on the Factors that Influence the Communication Effect of Online Crisis

Qu Qixing¹, Qi Jiayin², Song Shaoyi³, Meng Xianghua⁴, Chen Xi⁵

1. School of Information, University of International Business and Economics, Beijing 100029;
2. School of Management, Shanghai University of International Business and Economics, Shanghai 201620;
3. School of Computer and Information Engineering, Beijing Technology and Business University, Beijing 102488;
4. School of Applied Science, Beijing Information Science and Technology University, Beijing 100192;
5. School of Business and Tourism Management, Yunnan University, Kunming 650091

Received:2017-03-27 Online:2020-04-28 Published:2020-05-07

摘要/Abstract

摘要：

Web2.0环境下用户生成内容（user-generated content，UGC）管理已经成为客户关系管理领域和企业危机管理的重要内容和难点。然而目前大多数文献都是围绕企业或政府沟通策略与沟通效果的研究，极少涉及到在线回应内容因子并且缺少对危机沟通效果的衡量指标的研究。本文采用危机情境传播理论，从公众认知视角来衡量企业在线沟通效果，进而以危机情境传播理论模型为框架，从企业、危机UGC和企业在线回应内容三个层面开展了对企业在线危机沟通效果影响因素的实证研究，从而挖掘影响企业在线沟通效果的关键因素。实证结果表明，企业对危机UGC越早回应，越能够获得好的沟通效果。另外，企业在线应对时的信息简洁度和信息发布频率均正向影响用户正向情感浓度。

关键词: 用户创作内容, 在线危机, 沟通效果, 影响因素

Abstract:

Management of user-generated content (UGC) contains unprecedented challenges, opportunities and potential for customer relationship management, enterprise crisis management and firm value creation. In this paper, we build a theoretical model to investigate the effect of enterprise online communication strategies using framework of situational crisis communication theory (SCCT). First, the online communication effect is measured from the perspective of public cognition. Second, we investigate which factors affect the online communication from three levels including enterprise, crisis UGC and online response content. Taking crisis UGC from Sina Weibo as our research setting and using the data from Weibo website, the empirical results demonstrate that the shorter the time of the first response is, the better the online communication effect will be. The results also show that response frequency and response content simplification can affect the positive sentiment density.

Key words: user-generated content, online crisis, communication effect, influencing factor

屈启兴, 齐佳音, 宋绍义, 孟祥花, 陈曦. 企业在线危机沟通效果影响因素研究[J]. , 2020, 32(4): 250-261.

Qu Qixing, Qi Jiayin, Song Shaoyi, Meng Xianghua, Chen Xi. Research on the Factors that Influence the Communication Effect of Online Crisis[J]. , 2020, 32(4): 250-261.

参考文献

[1] 王晓蓉,彭丽芳,李歆宇. 社会化媒体中分享旅游体验的行为研究[J]. 管理评论, 2017,29(2):97-105
[2] 余乐安,李玲,戴伟,等. 危化品水污染事件中政府危机信息公布策略与网络舆情扩散研究:基于多主体模型[J]. 管理评论, 2016,28(8):175-185
[3] Grunig J. E., Hunt T. Managing Public Relations[M]. New York:CBS College Publishing, 1984
[4] Benoit W. L. Accounts, Excuses, and Apologies:A Theory of Image Restoration Strategies[M]. Albany:State University of New York Press, 1995
[5] Coombs W. T. An Analytic Framework for Crisis Situations:Better Responses from a Better Understanding of the Situation[J]. Journal of Public Relations Research, 1998,10(3):177-191
[6] Freberg K., Saling K., Vidoloff K. G., et al. Using Value Modeling to Evaluate Social Media Messages:The Case of Hurricane Irene[J]. Public Relations Review, 2013,39(3):185-192
[7] Reynolds B., Seeger M. W. Crisis and Emergency Risk Communication as an Integrative Model[J]. Journal of Health Communication, 2005,10(1):43-55
[8] 宗利永,顾宝炎. 危机沟通视角下的网络舆情演变问题研究评述[J]. 情报杂志, 2010,29(6):34-37
[9] Lasswell H. D. The Structure and Function of Communication in Society[A]. In L. Bryson (Ed.), The Communication of Ideas[C]. New York:Harper and Row, 1948
[10] Porter L. V., Sallot L. M., Cameron G. T., et al. New Technologies and Public Relations:Practitioner Use of Online Resources to Earn a Seat at the Management Table[J]. Journalism and Mass Communication Quarterly, 2001,78(1):138-156
[11] Greer C. F., Moreland K. D. United Airlines' and American Airlines' Online Crisis Communication Following the September 11 Terrorist Attacks[J]. Public Relations Review, 2003,29(4):427-441
[12] Xifra J., Huertas A. Blogging PR:An Exploratory Analysis of Public Relations Weblogs[J]. Public Relations Review, 2008,34(3):269-275
[13] Jin Y., Liu B. F. The Blog-mediated Crisis Communication Model:Recommendations for Responding to Influential External Blogs[J]. Journal of Public Relations Research, 2010,22(4):429-455
[14] Fombrun C. J. Reputation:Realizing Value from the Corporate Image[M]. Boston, MA:Harvard Business School Press, 1996
[15] Dunbar R. L. M., Schwalbach J. Corporate Reputation and Performance in Germany[J]. Corporate Reputation Review, 2000,3(2):115-123
[16] 雷宇. 声誉机制的信任基础:危机与重建[J]. 管理评论, 2016,28(8):225-237
[17] Herbig P., Milewicz J. The Relationship of Reputation and Credibility to Brand Success[J]. Journal of Consumer Marketing, 1993,10(3):18-24
[18] Fombrun C. J. Reputation:Realizing Value from the Corporate Image[M]. Harvard:Harvard Business School Press, 1996
[19] Laczniak R. N., DeCarlo T. E., Ramaswami S. N. Consumers' Responses to Negative Word-of-mouth Communication:An Attribution Theory Perspective[J]. Journal of Consumer Psychology, 2001,11(1):57-73
[20] Laufer D., Coombs W. T. How should a Company Respond to a Product Harm Crisis? The Role of Corporate Reputation and Consumer-based Cues[J]. Business Horizons, 2006,49(5):379-385
[21] Heil B., Piskorski M. New Twitter Research:Men Follow Men and Nobody Tweets[J/OL]. Harvard Business Review, 2009, http://blogs.harvardbusiness.org/cs/2009/06/new_twitter_research_men_follo.html
[22] Wang R., Jin Y. S. An Empirical Study on the Relationship between the Followers' Number and Influence of Microblogging[C]. E-Business and E-Government (ICEE), 2010 International Conference on IEEE, 2010
[23] 魏玖长. 危机事件社会影响的分析与评估研究[D]. 中国科学技术大学博士学位论文, 2006
[24] Rogers E. M., Dearing J. W., Chang S. Aids in the 1980s:The Agenda-setting Process for a Public Issue[J]. Journalism Monographs, 1991,12(6):1-47
[25] Sandman P. M. Crisis Communication Best Practices:Some Quibbles and Additions[J]. Journal of Applied Communication Research, 2006,34(3):257-262
[26] Sweetser K. D., Metzgar E. Communicating during Crisis:Use of Blogs as a Relationship Management Tool[J]. Public Relations Review, 2007,33(3):340-342
[27] Vaughan D. Uncoupling:Turning Points in Intimate Relationships[M]. Oxford:Oxford University Press, 1990
[28] Becerra M., Gupta A. K. Perceived Trustworthiness within the Organization:The Moderating Impact of Communication Frequency on Trustor and Trustee Effects[J]. Organization science, 2003,14(1):32-44
[29] Fusani D. S. "Extra-class" Communication:Frequency, Immediacy, Self-disclosure, and Satisfaction in Student-faculty Interaction outside the Classroom[J]. Journal of Applied Communication Research, 1994,22(3):232-255
[30] 陈明亮. 在线口碑传播原理[M]. 杭州:浙江大学出版社, 2009
[31] 黄春新. 基于消费者感知的企业声誉影响因素研究[D]. 浙江大学硕士学位论文, 2005
[32] Coombs W. T., Holladay S. J. Helping Crisis Managers Protect Reputational Assets Initial Tests of the Situational Crisis Communication Theory[J]. Management Communication Quarterly, 2002,16(2):165-186
[33] Coombs W. T., Holladay S. J. Corporate Social Responsibility:Missed Opportunity for Institutionalizing Communication Practice[J]. International Journal of Strategic Communication, 2009,3(2):93-101
[34] Wooldridge J. M. Introductory Econometrics:A Modern Approach[M]. 4th ed. Mason:South Western Cengage Learning, 2009
[35] Arpan L. M., Roskos-Ewoldsen D. R. Stealing Thunder:Analysis of the Effects of Proactive Disclosure of Crisis information[J]. Public Relations Review, 2005,31(3):425-433
[36] Robertson J. Tell It All? Challenging Crisis Communications' Rules[J]. Public Relations Journal, 2012,6(1):1-19
[37] 贾雷,涂红伟,周星. 消费者信任修复研究评价及展望[J]. 外国经济与管理, 2012,34(1):57-63
[38] Dawar N., Pillutla M. M. Impact of Product-harm Crises on Brand Equity:The Moderating Role of Consumer Expectations[J]. Journal of Marketing Research, 2000,37(2):215-226