媒介形式对危机传播效果影响的实验研究Empirical Research on the Impacts of Medium on Communicative Effects
赖泽栋
摘要(Abstract)：
传统媒体对危机传播有着重要的影响。与此同时,社会化媒体对危机传播的影响也越来越大。在危机传播中,媒介形式可能与危机信息内容同样重要。但传统的危机传播研究却较少探讨媒介形式对危机传播的影响。本文在梳理现有的危机传播研究基础上,通过对危机爆发阶段和危机回应阶段的两次实验研究,并把危机情境因素之危机涉入度和危机信息内容因素之策略匹配度纳入研究框架,反复验证了媒介形式对危机传播效果的影响。研究结果表明,无论在危机爆发阶段还是在危机回应阶段,媒介形式对危机传播效果的影响都较为显著,且传统媒体比社会化媒体对危机传播效果的影响更大。但是,媒介形式对危机传播效果的影响会受到危机涉入度和策略匹配度的调节。若组织采取匹配的传播策略,通过传统媒体进行传播能减少负面的危机传播效果;若组织采取不匹配的传播策略,通过社会化媒体进行传播更能减少负面的危机传播效果。本文在研究结论的基础上提出了研究启示,最后还讨论了本研究的局限性和未来研究方向。
关键词(KeyWords)： 危机传播;危机传播策略;媒介形式;危机涉入度;危机传播效果
基金项目(Foundation):
作者(Author): 赖泽栋
DOI: 10.16602/j.gmj.2014.01.010
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