기업의 위기 커뮤니케이션 전략과 정보원, 메시지 전달 유형에 따른 커뮤니케이션 효과

초록

The current study examines the influence of information source, the type of message delivery, and the type of crisis communication strategies on public’s acceptance of the organization’s crisis response message. To investigate the research questions, the study employed a 2(strategy: excuse, apology) x 2 (source: CEO, the company in general) x 2(message type: advertising, publicity) factorial design and conducted a survey with 280 undergraduate and graduate students. The findings of the study show that the type of message has a main effect in that publicity is more effective than advertisement, whereas the type of strategy has a partial main effect and the information source has no main effect. However, a partial interaction effect was found between the type of strategy and the information source. It is suggested that organizations consider the interaction effect among these three factors and make a strategic choice of who represent the organization and how to deliver a message when it responds to a crisis.

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