沉默何时是金：企业危机情境中的沉默策略对企业声誉的影响研究.docVIP

PAGE PAGE 34 沉默何时是金：企业危机情境中的沉默策略对企业声誉的影响研究 摘要：在危机爆发时，有些企业会采取主动或被动的沉默姿态。现有研究对危机情景中企业沉默策略的效果有截然不同的看法，一些学者认为，沉默对企业危机处理会产生潜在的和现实的风险，另外一些学者则指出，对沉默策略的运用存在权变性，需要依赖特定的危机情景。本文通过有哪些信誉好的足球投注网站2004-2015年的企业危机事件，确定其中102个危机企业作为研究样本，从而构建起一个企业危机案例样本库，并运用内容分析法对企业危机案例资料进行编码获得数据，探究危机情境中企业沉默策略对企业声誉的影响，也考察了危机情境因素在其中的权变作用。研究结果发现沉默策略对企业声誉有负面影响，其中危机卷入程度、危机消息来源和危机严重性在沉默策略和企业声誉关系间起显著权变作用，危机证据真实性的权变作用不显著。希望通过本研究的结论可以给企业在不同的危机情境中把握沉默策略提供一些借鉴，同时为接下来的相关研究开拓新的思路。 关键词：沉默策略企业声誉危机情境内容分析法 When silence is golden?:Research on the influence of silence strategy on corporate reputation in enterprise crisis situation Abstract: When the crisis broke out, the enterprise to be active or passive to remain silent. Some scholars believe that the enterprise crisis management to maintain silence will produce potential and real risks, some scholars have pointed out that the use of the right to silence strategy, need to rely on a specific crisis situation. In this paper, by searching 2004-2015 years of enterprise crisis, determine which 102 crisis enterprises as the research sample, in order to build an enterprise crisis case database. Using content analysis method, encoding the enterprise crisis case data, obtaining data, exploring the impact of corporate silence strategy on corporate reputation in crisis situations, and also investigating the moderating effect of crisis situation factors. Research results found silence strategy has a negative effect on corporate reputation. The level of the crisis involvement ,crisis severity and the source of the crisis information are significant., which play a positive regulatory role. The real degree of the crisis evidence is not significant. Through the conclusion of this research, we can provide some reference for enterprises in different crisis situations, and explore new ideas for the next research. Keywords: Silence strategy Corporate reputation Crisis situation Content analysis 一、 引言 （一） 研究背景 社交媒体的兴起和广泛运用使企业的生存环境更为复杂，不仅面临来自竞争对手的压力，还要面临公众和媒体的围追堵截，导致企业危机爆发呈现高频趋势。面对如此纷繁复杂的环境，不管企业是