企业危机事件网络舆情负性偏向驱动机制研究——基于40个案例的两阶段fsQCA分析

The Driving Mechanism of Negativity Bias in Network Public Opinion of Enterprise Crisis Events:A Two-stage fsQCA Analysis Based on 40 Cases

负性偏向是指受众倾向于关注和传递负面信息而忽略正面信息,这种消极的信息感知偏差现象给企业危机网络舆情的引导和治理带来极大阻力。本文以40起企业危机舆情案例为样本,基于内部认知与外部刺激的组合框架,从组态视角探索要素驱动企业危机舆情负性偏向的因果复杂机制。通过两阶段的fsQCA分析发现:企业危机舆情在曝光阶段存在3条高负性偏向的驱动路径,分别为“消极解释驱动”“认识差距驱动”和“消极启发式加工驱动”;在回应阶段也存在3条高负性偏向的驱动路径,分别为“质疑态度驱动”“期望违背驱动”和“消极启发式加工驱动”。同时,在曝光和回应阶段各存在2条非高负性偏向的形成路径,它们均呈现出“群众吃瓜”的特征。此外,通过组态间的对比分析发现:威胁感知对企业危机舆情的负性偏向具有重要驱动作用,良好的企业形象并不总是带来正面效益,以及公众在危机舆情曝光阶段积累的态度是回应阶段负性偏向的关键驱动力。

Negativity bias refers to the audience's tendency to focus on and pass on negative information while neglecting positive information,which brings great resistance to the guidance and management of corporate crisis network public opinion.Based on the combined framework of internal cognition and external stimulus,this paper explores the driving mechanism of negativity bias in enterprise crisis public opinion from the perspective of configuration.After an analysis of staged fsQCA,we find that there are three driving paths of high negativity bias in the public opinion of enterprise crisis in the exposure stage,which are"negative explanation driven","cognition gap driven"and"negative heuristic processing driven".In the response stage,there are also three driving paths of high negativity bias,namely"questioning attitude driven","expectation deviation driven"and"negative heuristic processing driven".At the same time,two non-high negativity bias formation paths are found in both exposure and response stages,all showing the characteristics of"crowd eating melon".In addition,through comparison analysis between configurations,it is found that threat perception has an important promoting effect on negativity bias of corporate crisis public opinion;good corporate image does not always bring positive benefits;attitude accumulated by public in crisis publicity stage is a key influencing factor for negativity bias in response stage.