企业在线危机沟通效果影响因素研究  

Research on the Factors that Influence the Communication Effect of Online Crisis

作　　者：屈启兴[1] 齐佳音[2] 宋绍义 孟祥花[4] 陈曦[5] Qu Qixing;Qi Jiayin;Song Shaoyi;Meng Xianghua;Chen Xi(School of Information,University of International Business and Economics,Bejjing 100029;School of Management,Shanghai University of International Business and Economics,Shanghai 201620;School of Computer and Information Engineering,Beijing Technology and Business University,Bejjing 102488;School of Applied Science,Beijing Information Science and Technology University,Bejing 100192;School of Business and Tourism Management,Yunnan University,Kunming 650091)

机构地区：[1]对外经济贸易大学信息学院,北京100029 [2]上海对外经贸大学工商管理学院,上海201620 [3]北京工商大学计算机与信息工程学院,北京102488 [4]北京信息科技大学理学院,北京100192 [5]云南大学工商管理与旅游管理学院,昆明650091

出　　处：《管理评论》2020年第4期250-261,共12页Management Review

基　　金：国家自然科学基金青年项目(71801047);国家社会科学基金项目(15CSH017);北京市社会科学基金青年项目(17GLC052);对外经济贸易大学中央高校基本科研业务费专项资金资助项目(16QN08,CXTD10-06);对外经济贸易大学优秀青年学者培育计划(18YQ12);北京市教育委员会社会科学计划一般项目(SM202010011013)。

摘　　要：Web2.0环境下用户生成内容(user-generated content,UGC)管理已经成为客户关系管理领域和企业危机管理的重要内容和难点。然而目前大多数文献都是围绕企业或政府沟通策略与沟通效果的研究,极少涉及到在线回应内容因子并且缺少对危机沟通效果的衡量指标的研究。本文采用危机情境传播理论,从公众认知视角来衡量企业在线沟通效果,进而以危机情境传播理论模型为框架,从企业、危机UGC和企业在线回应内容三个层面开展了对企业在线危机沟通效果影响因素的实证研究,从而挖掘影响企业在线沟通效果的关键因素。实证结果表明,企业对危机UGC越早回应,越能够获得好的沟通效果。另外,企业在线应对时的信息简洁度和信息发布频率均正向影响用户正向情感浓度。Management of user-generated content( UGC) contains unprecedented challenges,opportunities and potential for customer relationship management,enterprise crisis management and firm value creation. In this paper,we build a theoretical model to investigate the effect of enterprise online communication strategies using framework of situational crisis communication theory( SCCT). First,the online communication effect is measured from the perspective of public cognition. Second,we investigate which factors affect the online communication from three levels including enterprise,crisis UGC and online response content. Taking crisis UGC from Sina Weibo as our research setting and using the data from Weibo website,the empirical results demonstrate that the shorter the time of the first response is,the better the online communication effect will be. The results also show that response frequency and response content simplification can affect the positive sentiment density.

关 键 词：用户创作内容 在线危机 沟通效果 影响因素 

分 类 号：F272.3[经济管理—企业管理] F274[经济管理—国民经济]