企业危机事件网络舆情传播态势生成机理研究——基于信息生态的多阶段fsQCA分析  

The Mechanism of How a Corporate Crisis Event Spreads through Network Public Opinions:A Multi-stage fsQCA Analysis Based on Information Ecology

作　　者：杨波[1,2] 谢乐[1,2] Yang Bo;Xie Le(School of Information Management,Jiangxi University of Finance and Economics,Nanchang 330032;Institute of Information Resource Management,Jiangxi University of Finance and Economics,Nanchang 330032)

机构地区：[1]江西财经大学信息管理学院,南昌330032 [2]江西财经大学信息资源管理研究所,南昌330032

出　　处：《管理评论》2022年第7期339-352,共14页Management Review

基　　金：国家自然科学基金地区项目(72064015);江西省社会科学规划重点项目(19TQ01)。

摘　　要：新媒体环境给企业危机事件网络舆情的引导和治理带来重大挑战,如何把握其传播态势成为当下企业危机管理中亟待解决的问题。本文以42起企业危机舆情案例为样本,采用融合生命周期的多阶段fsQCA方法,基于信息生态组态视角探讨要素驱动企业危机舆情传播态势生成的联合效应与因果复杂机制。研究发现:(1)各信息生态要素及其组态对企业危机舆情传播的驱动作用存在阶段性差异和殊途同归的现象,高涨与非高涨传播态势生成的驱动机制表现为因果非对称性关系。(2)在舆情形成期,权威主体发挥主要驱动作用,是企业危机舆情爆发的关键成因;在舆情蔓延期,舆情重心由官方舆论场转移至民间舆论场,民间媒体成为企业危机舆情蔓延态势高涨的关键成因;在舆情衰退期,官方的复盘总结行为以及舆情事件本身的属性会使得其留有余温。(3)企业危机舆情在形成期和蔓延期存在信息人主导现象,然而这种现象到了衰退期便不复存在。本文的研究结论有助于拓展企业危机舆情传播机制的理论视角,为相关管理者实现危机舆情的有效引导和治理提供了理论和实践启示。In the social media environment,guiding and governing public opinions on a corporate crisis event has become more and more challenging.A key to managing corporate crisis is to find out how public opinions on an event spread.Based on 42 cases of corporate crisis event spreading through public opinions,this paper uses the multi-stage fsQCA method that incorporates life cycle theory to explore the internal mechanism of how a corporate crisis event gets disseminated through public opinions from the information ecological configuration perspective.The results show that:(1)The driving effect of various information ecological elements and their configurations on the dissemination of enterprise crisis public opinion is different at different stages and leads to the same result,and the driving mechanism for the generation of high and non-high dissemination situation is characterized by causal asymmetry.(2)In the formation stage of public opinion,authoritative subjects play a major driving role,which is the key reason for the outbreak of enterprise crisis public opinions.In the spread stage of public opinion,the focus of public opinion transfers from the official public opinion field to the civil public opinion field,and private media groups become the key cause of high dissemination situation of corporate crisis public opinions.In the decline stage of public opinion,official retrospective analysis and the attributes of crisis event itself will keep relevant public opinions lingering.(3)In the stage of opinion formation and spread,there is a phenomenon that the information holder dominates the dissemination of corporate crisis public opinion,but this phenomenon ceases to exist in the stage of decline.The research conclusions of this paper expand the theoretical perspective of corporate crisis public opinion dissemination mechanism,and provide theoretical and practical enlightenment for managers to guide and govern relevant public opinions.

关 键 词：企业危机事件 网络舆情 信息生态 生命周期 多阶段定性比较分析 

分 类 号：G206[文化科学—传播学] F272.3[经济管理—企业管理]