姚惠忠、蔡侑芸、林冠吟

Hui-Chung Yao, Yu-Yun Tsai, Guan-Yin Lin

危機溝通、危機類型、回應策略、冒犯感知、組織聲譽、醫療 危機

crisis communication, crisis type, response strategy, perceived offensiveness, organizational reputation, medical crisis

為解決危機責任不足以解釋組織聲譽威脅的研究缺口，本研究基
於形象修護理論，採3×3 實驗設計，探討危機類型與回應策略如何透
過危機責任與冒犯感知影響組織聲譽。結果發現，冒犯感知是評估危
機威脅的重要變項，不僅可作為危機類型的分類指標，其對組織聲譽
影響力大於危機責任，而且在危機類型影響組織聲譽的路徑中具有關
鍵作用。本研究還建立了危機類型與回應策略影響組織聲譽的調節中
介模型，並針對研究討論了理論貢獻與管理意涵。

Crisis responsibility is insufficient to explain organizational reputation
threat. To address the literature gap, this study used a 3×3 between-subjects
experimental design to examine how crisis types and response strategies
affect organizational reputation within the framework of image repair
theory. The design included three scenarios—bleaching water incident,
slashing incident, and illegal suture incident—and three response
strategies—rebuild, diminish, and adjust information. The results revealed
that the public’s perception of offensiveness is a key variable in assessing the
threat of a crisis. Perceived offensiveness can serve as not only an indicator
for classifying crisis types but also a stronger predictor of organizational
reputation than crisis responsibility. It also mediates the relationship
between crisis types and organizational reputation. The present study
established a moderated mediation model of crisis types and response
strategies for organizational reputation, and this article discusses the
findings’ theore