运动员违规的危机事件对体育组织的影响之实验研究

Effects of Sports Transgression and Crisis Response Strategies on Sports Organization

以危机情境传播理论为基础,通过2(运动员内部违规与运动员外部违规)×2(体育组织之道歉回应策略与替罪羊回应策略)的被试间实验,研究了运动员违规引发的危机对所属体育组织的影响。实验结果表明,运动员违规类型对体育组织的声誉评价和负面口碑有显著影响,且运动员内部违规比外部违规影响更为明显;体育组织对危机的回应策略同样会影响体育组织的声誉评价和负面口碑传播,且体育组织采取道歉策略比采取替罪羊策略更能降低危机对体育组织的负面影响。然而,运动员违规类型和体育组织的危机回应策略对体育组织的支持行为的影响并没有差异,且危机的影响并不会波及到公众对体育组织的支持行为上。

Based on situational crisis communication theory, this research investigates effects of sports transgression crisis on sports organization by a 2 （ medium： traditional media and social media ） x 2 （ crisis response strategy： match and mis- match） between-subject design experiment. The results show that the effects of sports transgression on sports organization reputation and on negative word-of-mouth are significant. The effects of in-transgression on sports organization reputation and on negative word-of-mouth are more obvious than out-transgression. Sports organization reputation and negative word- of-mouth are higher in the case of apology strategy as compared to scapegoat strategy. Organization supporting is not higher in the case of in-transgression as compared to out-transgression;organization supporting is also not higher in the case of a- pology strategy as compared to scapegoat strategy.