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The Influence of Crisis History and the Type of Crisis Communication Strategy on Public`s Perception and Evaluation
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조직의 위기 이력과 위기 커뮤니케이션 전략이 공중의 위기 인식과 평가에 미치는 영향

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Type
Academic journal
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Journal
Korean Association for Advertising and Public Relations The Korean Journal of Advertising and Public Relations Vol.14 No.2 KCI Accredited Journals
Published
2012.4
Pages
331 - 358 (28page)

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The Influence of Crisis History and the Type of Crisis Communication Strategy on Public`s Perception and Evaluation
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The current study examines the influence of crisis history and the type of crisis communication strategies on public`s perception of the organization`s crisis responsibility and communication acceptance. To investigate the research questions, a 2(past crises: malevolence, organizational misdeeds) x 2 (current crises: malevolence, organizational misdeeds) x 2(crisis communication strategies: accommodative, defensive) factorial design and conducted a survey with 280 undergraduate and graduate students. The results of the study showed that the type of crisis communication strategy and the type of past crisis had a main effect in terms of the level of perceived responsibility as well as communication acceptance, whereas the type of current crisis did not have a main effect. An interaction effect was found between the type of communication strategy and the type of current crisis on perceived responsibility, while an interaction effect existed between the type of past crisis and the type of communication strategy on communication acceptance. Therefore, it is suggested that organizational response to a crisis should be situational based on its crisis history and the type of crisis it faces.
#위기 커뮤니케이션 전략 위기 이력 위기 유형 위기 책임성 crisis communication strategy crisis history

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유종숙, 정만수, 조삼섭. 위기시 기업 커뮤니케이션 메시지 형태 비교 연구. 한국광고홍보학보. 2007 dbpia 이병관, 안은미. 광고 회상에 미치는 광고의 간격효과에 관한 연구. 한국광고홍보학보. 2011 dbpia

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