电商企业公共关系危机传播行为及趋势研究  

Research on Crisis Communication Behavior and Trend of Public Relations of E-Commerce Enterprises

作　　者：曹丹妮 王筱莉[1] 陈淑琴 朱株 

机构地区：[1]上海工程技术大学管理学院,上海

出　　处：《电子商务评论》2025年第1期2963-2973,共11页E-Commerce Letters

基　　金：国家哲学社会科学基金资助项目“大数据背景下辟谣信息生成传播机理与辟谣效果研究”,项目编号:19BGL234;上海哲学社会科学青年项目“突发事件中社交网络信息传播特征及干预策略研究”,项目编号:2021EGL004。

摘　　要：目的/意义:电子商务的迅猛发展使得企业越发重视电商的地位,而公共关系的危机对于企业电商发展产生的影响不容忽视。方法/过程:考虑电商企业突发性事件对于公共关系危机的影响,构建企业和意见领袖双重干预下双层易感–潜伏–积极情绪–消极情绪–中性情绪–免疫–去除(即SEIpIeInR1R2)舆情传播模型,并以“三只羊事件”作为案例进行小波分析及对所构模型进行仿真分析。结果/结论:舆情事件的传播和发展呈现非线性特征和周期性,政府和电商企业的积极干预能够有效防止由于公共关系引发的电商企业舆情危机在线上社会网络平台的进一步爆发。Purpose/Significance: The rapid development of e-commerce makes enterprises pay more and more attention to the status of e-commerce, and the impact of public relations crisis on the development of e-commerce cannot be ignored. Method/Process: Considering the impact of e-commerce enterprises’ unexpected events on public relations crisis, a double-layer susceptibility-latency-positive emotion-negative emotion-neutral emotion-immune-removal (SEIpIeInR1R2) public opinion communication model was constructed under the dual intervention of enterprises and opinion leaders. Taking the “Three Sheep Event” as a case, the wavelet analysis and simulation analysis of the model are carried out. Result/Conclusion: The propagation and development of public opinion events are non-linear and cyclical. The active intervention of the government and e-commerce enterprises can effectively prevent the further outbreak of public opinion crisis of e-commerce enterprises caused by public relations on online social network platforms.

关 键 词：电商企业 公共危机 传播行为 三只羊事件 

分 类 号：F27[经济管理—企业管理]