姚惠忠、凌儀玲*、鄭皓蔚

Hui-Chung Yao, I-Ling Ling* & Hao-Wei Cheng

公眾怒氣、危機傳播、負面口碑、情緒導向模式、認知導向模式

anger, crisis communication, negative word of mouth (NWOM), emotion-oriented patterns, cognitive-oriented patterns

既有危機傳播理論，多從認知影響情緒取徑入手，較少探討情緒影響認知，因此有學者疾呼危機傳播也需要情緒導向模式的理論取徑。本研究為彌補此一缺口，針對Lu & Huang（2018）所提出的情緒導向模式命題進行實證。研究發現理性分析的認知導向模式，不管在模型解釋力、直接、間接效果上，多不如情緒導向模式。換言之，危機初始階段影響公眾對危機知覺、態度，甚至行為意圖的關鍵變項，可能不是危機責任認知，而是公眾因危機事件而生的情緒。

The cognition–emotion approach has dominated crisis communication theories, whereas the emotion–cognition approach has received little attention. Based on the notion proposed by Lu and Huang (2018) that emotional intensity determines information processing capacity, this study empirically tested the emotion–cognition approach in the domain of crisis communication. The results indicate that the emotion–cognition approach outperformed the cognition–emotion approach in terms of explanatory power, total effect, and direct and indirect effects. In addition, public emotions, rather than crisis responsibility, might have a substantial effect on the public’s perceptions, attitudes, and behavioral intentions during the outbreak of a crisis.