2008年三鹿三聚氰胺毒奶粉事件震驚國內外，該事件導致六名嬰兒腎結石死亡，逾三萬嬰幼兒從此生活在各種腎疾病的陰霾之下。此後奶產品安全問題尋出不窮，對國內奶產業造成嚴重的負面影響，令消費者對整個國內奶產業信心下降。事實上，在很多奶產品安全的危機中，遭受質疑的企業組織最後均被政府的檢測結果證實是無辜的。在危機中，組織的形象受到威脅，組織需通過不同的方法進行自我辯護。現存的文獻提出，危機溝通策略和組織對責任承擔的態度是兩個影響公眾對組織信心和媒體報導語調的重要因素。組織類型（國有或外資）也會影響公眾對組織的信心和媒體報導語調。過往研究也發現，公眾對組織的信心與媒體報導語調之間存在正相關的聯繫。此研究通過對兩個犯行危機情景的案例研究（2009多美滋危機事件和2010聖元危機事件），目的在於評估危機溝通策略的效用，同時也探討在不同的階段中危機溝通策略、組織責任承擔、組織類型、公眾對組織的信心和媒體報導語調之間的關係。研究成果發現文獻建議之在不同階段的最佳策略和組織責任承擔對公眾對組織的信心和媒體報導語調均無重要影響。然而，使用越少藉口和越多提供信息策略的組織贏得更多公眾信心，從而提升正面媒體報導。研究也發現，外企在第一和第二階段報導更正面，但最後國企反而取得正面的媒體報導。另外，組織類型與階段對組織選取策略與組織責任承擔均有影響。本研究結果顯示西方危機處理理論在低信任度社會如中國等未必適用。研究一方面透過更複雜的情境角度，進一步加深對現有危機傳播文獻的理解，例如引入不同階段的概念來評估危機管理的成效，另一方面也為在低信任社會中的奶產業企業提供有效的危機管理建議。 / Sanlu Melamine-contaminated Milk Scandal, the frequent outbreak of dairy product safety crises had a severe impact on the domestic dairy industry, resulting in a general loss of the consumers' confidence in the entire domestic dairy industry. In fact, in many crises the crisis-ridden organizations were eventually proven innocent by governmental departments. During a crisis, an organization's image is threatened, so that various communicative entities are used to defend this image. Based on the existing literature, this study aims at evaluating the effectiveness of crisis communicative strategies (CCSs) as well as investigating the relationships among CCSs, organization responsibility acceptance, organization ownership type (domestically owned or foreign-invested), confidence in organization and media coverage in different stages during the crisis by comparing the Dumex case in 2009 and the Synutra case in 2010. The results found that the posited optimal CCS in a particular stage and organization responsibility acceptance generally did not have significant effects on confidence in organization or media image coverage. However, the findings revealed that the less excuses and the more information providing strategies were employed, the higher the stakeholders' confidence in organization would be, which in turn significantly increased the positive image coverage. Certain CCSs, i.e., diversion, no response, also showed significant direct effects on media coverage. Moreover, foreign-invested organization appeared to enjoy favorable image coverage in Stage 1 and Stage 2, but domestically owned organization surpassed it in the last stage. Organization ownership type and stages also had significant impacts on the choices of CCSs and degree of organization responsibility acceptance. Stage was also a significant negative predictor of confidence in organization but not for media coverage. This study on one hand revealed that the western crisis management theory might not be accommodative to the low-trust context in mainland China and thus theoretically further the understanding of existing crisis communication literature in a more complex contextual perspective through integrating stages as a significant time factor into the evaluation of crisis management. On the other hand it also pragmatically provides useful suggestions on effective crisis strategic management to dairy corporate in low-trust societies. / Detailed summary in vernacular field only. / Huang, Peiyi. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2012. / Includes bibliographical references (leaves 159-177). / Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Abstracts also in Chinese; appendixes in Chinese. / ABSTRACT (English version) --- p.i / ABSTRACT (Chinese version) --- p.iii / ACKNOWLEDGEMENT --- p.v / TABLE OF CONTENTS --- p.ix / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 2. --- CONCEPTUALIZATION --- p.9 / Chapter 2.1 --- Crisis Management --- p.9 / Crisis --- p.9 / Crisis Management --- p.11 / Chapter 2.2 --- Outcome: Media Image Coverage --- p.14 / Chapter 2.3 --- Time Factor: Stages --- p.16 / Chapter 2.4 --- Strategic Factors --- p.20 / Crisis Communicative Strategies (CCSs) --- p.20 / Organization Responsibility Acceptance --- p.46 / Chapter 2.5 --- Organizational Factor: Organization Ownership Type --- p.50 / Chapter 2.6 --- Mediator: Confidence in Organization --- p.52 / Chapter 2.7 --- Research Framework, Hypotheses and Research Questions --- p.55 / Chapter 3. --- METHODOLOGY --- p.58 / Chapter 3.1 --- Case Selection --- p.58 / Case --- p.58 / Design --- p.61 / Chapter 3.2 --- Content Analysis --- p.65 / Data Collection --- p.65 / Data Coding --- p.67 / Inter-coder Reliability --- p.70 / Chapter 4. --- RESULTS --- p.71 / Chapter 4.1 --- Basic Sample Information --- p.71 / Chapter 4.2 --- Hypothesis Tests of Two Individual Cases --- p.71 / Case 1 (Dumex) --- p.73 / Chapter tCase 2 (Synutra) --- p.86 / Chapter 4.3 --- The Overall Results of Cases and Research Questions --- p.91 / Media Valance --- p.92 / Research Question 1 --- p.95 / Research Question 2 --- p.99 / Research Question 3 --- p.107 / Chapter 4.4 --- Summary of the Findings --- p.116 / Chapter 5. --- DISCUSSIONS AND IMPLICATIONS --- p.126 / Chapter 5.1 --- Stage as A Complex Concept --- p.126 / Controlling Other Dangers in a Dynamics Crisis --- p.127 / The Role of Governmental Intervention in a Low-trust Society --- p.129 / Chapter 5.2 --- Effects of CCSs on Media Image Coverage inLow-trust Society --- p.132 / Chapter 5.3 --- Mediating Effects of Confidence in Organization --- p.139 / Chapter 5.4 --- Suggestions of Applications of CCSs in Low-trust Society --- p.141 / Chapter 5.5 --- Limit Predictive Power of Organization Responsibility Acceptance --- p.148 / Chapter 5.6 --- Effects of Organization Ownership Type --- p.150 / Chapter 6. --- LIMITATIONS AND FUTURE RESEARCH DIRECTIONS --- p.154 / Chapter 7. --- REFERENCES --- p.159 / Chapter 8. --- APPENDIXES --- p.178
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_327973 |
| Date | January 2012 |
| Contributors | Huang, Peiyi., Chinese University of Hong Kong Graduate School. Division of Communication. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English, Chinese, Chinese |
| Detected Language | English |
| Type | Text, bibliography |
| Format | electronic resource, electronic resource, remote, 1 online resource (xi, 183 leaves) : ill. |
| Coverage | China, China, China |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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