When the statement Released Do the Enterprise Crisis be Relieved by the Customer?-Investigating the Changes of Attitude Based on the Perspectives of Persuasive communication

[[abstract]]近幾年來，頗多知名品牌在市場上迅速竄起，但往往因為欺騙情事如廣告不實、黑心產品等遭到揭發，導致消費者對之大失所望、信心滑落而不再購買，而當發生如此企業危機後，又該如何得到顧客的釋懷呢?本研究中，以「聲明稿型態」與「發言人威信」探討之，續加入「知覺顯著」以探討其干擾作用，「聲明稿型態」即指其撰寫方式，而「發言人威信」則是發表聲明稿者的可信度，而「知覺顯著」為消費者對議題的涉入度。 本研究將以說服性傳播觀點為解釋主軸，釐清聲明稿型態與發言人威信態 度改變的影響，以實驗設計方法，採「2（聲明稿型態：敘事型與議論型）×2（發言人威信：高與低）二因子受試者間情境設計，採隨機分派，共計 245 名受試者。 研究結果顯示，聲明稿型態與發言人威信對態度改變有顯著交互作用，若採用高威信發言人，讓消費者對訊息內容已經產生信任，而敘事型聲明稿會產生移情作用讓訊息內容更印象深刻，故敘事型比議論型更容易產生態度改變；而採用低威信發言人，由於消費者不會因為發言人而相信訊息內容，因此會去推敲議論型聲明稿的內容與證據再決定是否相信，故帶有企業明確立場與證據的議論型聲明稿更易產生態度改變。 據此，建議企業在發表聲明稿時，除考慮聲明內容外，亦需考慮到發言人之適切搭配，將敘事型與議論型聲明稿雙管齊下地使用，例如新聞發布會以高威信發言人發表敘事型聲明稿，商店門口和網站張貼議論型聲明稿等。[[abstract]]In recent years because of circumstances such as false advertising and contaminated food a lot of well-known brands happened enterprise crisis that led to the disappointed consumers decreased their satisfaction and stopped buying Upon the afterwards of enterprise crisis how to make customers releasing? Based on the viewpoints of persuasive communication we intent to explore the effectiveness of the type of statement and the degree of spokesman’s prestige on the changes of attitude In order to avoid the interference comes from other external factors the two factors between-subject design was used and arranged as 2 (the type of statement: narrative v s argument) ×2 (the degree of spokesman’s prestige: high v s low) There are four scenarios and totally 245 subjects to attend the experiment The results show that the interaction effect of statement type and spokesman’s prestige degree on changes of attitude is significant In high spokesman’s prestige condition by using narrative statement would make more attitude changes but not argument statement In other words the use of high spokesman’s prestige make consumers to trust message content and narrative type will produce a statement of empathy to make the message content more impressive and changes of attitude Based on the above results we suggest that when a statement is issued corporate should not only consider the content of the statement but also the use of spokesman And they can use narrative statement type and argument statement type at the same tim