楊意菁

Yie-Jing Yang

口碑傳散、正負面留言、企業社交媒體、企業社會責任溝通、 環境效能

word of mouth, positive/negative comments, corporate social media, CSR communication, environmental efficacy

本研究探討企業臉書溝通環境風險議題，其訊息溝通策略以及留
言對公眾認知的影響。實驗調查484 位樣本發現，閱讀四組不同的訊
息，其環境集體效能認知產生顯著差異。公眾認知方面，「正面∕行動
策略」組獲得較高的信任認知，而不論是修辭或是行動策略搭配正面
留言，皆獲得較高之企業公民形象認同。訊息策略與正負面留言在企
業公民形象認知達到顯著交互效果，修辭策略組在接觸到負面留言後，
產生最大的負面影響。

This study explored how companies use Facebook to communicate
environmental risk and how message communication strategies, online
comments, and corporate environmental efficacy or hypocrisy shape public
perception. As suggested by results from 484 experimental surveys,
collective efficacy shows significant differences among four types of textual
messages used. Communication message strategies and positive/negative
comments had a significant interaction effect on perceptions of corporate
citizenship image, with exposure to rhetorical strategy + negative comments
clearly resulting in the greatest negative effect. Perceived corporate
hypocrisy negatively affected public perception of corporate
trustworthiness, corporate citizenship, and eWOM.