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「無辜」抑「無知」：運動員服用禁藥的起因、危機溝通策略對公眾感知之溝通效果影響
Effects of Causes of Doping and Crisis Communication Strategies on Perceived Sincerity, Public Anger, and Athlete Reputation
摘要
目的：鑒於國內缺乏有關運動員禁藥危機溝通之研究，本研究擬以運動員被檢出禁藥成分為背景，探討事件起因、溝通策略是否與如何影響公眾認知與運動員之聲譽，以提供運動員警惕與參考。方法：本研究採用實驗法，探討運動員面對禁藥事件時，事件起因與溝通策略對溝通效果的影響。採2（事件起因：膳食補充劑、助孕劑）×4（溝通策略：差異化、指示性資訊、後悔道歉、無回應）之受試者間實驗設計（between subjects design）蒐集資料。本研究採用便利抽樣法，透過人際關係引介受試者，並以隨機分派的方式，將受試者分派到八種情境中的一種。共招募430位受試者填寫問卷，排除填寫不完整以及未通過操弄檢測之問卷後，剩餘331份有效問卷。結果：研究發現公眾在助孕劑情境下的各項感知皆優於膳食補充劑；運動員使用後悔道歉或指示性資訊等順應型策略的效果，優於差異化或無回應等抗拒型策略；讓公眾感知到溝通的真誠度，是溝通策略選擇時最重要的考量，因為真誠度會透過不同路徑影響運動員聲譽；本研究還驗證了危機起因與溝通策略影響運動員聲譽的中介與干擾效果。結論：適當的危機溝通會讓公眾感知運動員在事件中可能是「無辜」的，因為適當的溝通策略會提高溝通訊息的真誠度並降低公眾怒氣，進而保護運動員聲譽；反之，不當的溝通策略會讓公眾感知運動員可能是「無知」的，因為溝通不當會降低溝通訊息的真誠度並提高公眾怒氣，進而進一步傷害運動員的聲譽。本研究根據研究結果提出理論貢獻與管理意涵。創新性：1.研究發現危機責任不足以作為判斷運動員聲譽威脅的唯一指標，本研究引真誠度概念探討危機溝通策略對運動員聲譽之影響，有助於運動危機溝通理論之發展。2.建立並驗證事件起因與溝通策略影響運動員聲譽的干擾中介模型，豐富危機溝通理論之內涵。
並列摘要
Purpose: Research is scarce on crisis communication regarding doping incidents among athletes in Taiwan. Therefore, this study explores the effects of the causes underlying doping incidents and the strategies deployed for the communication of such incidents on public cognition and athlete reputation, providing a reference for athletes to stay vigilant. Method: This experimental study examined how crisis triggers and communication strategies influence the effectiveness of communication regarding doping incidents among athletes. Data were collected using a 2 (event cause: dietary supplements, fertility drugs) × 4 (communication strategy: differentiation, instructive information, mortification, no response) between-subjects experimental design. Convenience sampling was used through interpersonal referrals, and each subject was randomly assigned to one of eight scenarios. A total of 430 subjects were recruited to fill in the questionnaire, and 331 valid questionnaires remained after excluding incomplete questionnaires and those that failed to pass the manipulation tests. Results: The study discovered that the public harbored a generally more favorable perception of fertility drugs than of dietary supplements. Accommodative strategies, such as mortification or instructive information, were more effective than defensive strategies, such as differentiation or no response. The perceived sincerity of communication emerged as the most crucial consideration when choosing a communication strategy because sincerity was found to influence athlete reputation through multiple pathways. This study also verified the mediating and moderating effects of crisis cause and communication strategies on athlete reputation. Conclusion: Appropriate crisis communication prompts the public to perceive athletes charged with doping to be potentially innocent; effective communication enhances the sincerity of the message and assuages public anger, thereby protecting the reputation of the athlete. Conversely, inappropriate crisis communication drives the public to perceive athletes charged with doping to be potentially ignorant; poor communication decreases the sincerity of the message and incites public anger, further damaging the athlete's reputation. The findings of this study have theoretical as well as managerial implications. Originality/value: 1. This study demonstrates that crisis responsibility is not the only indicator of threat to an athlete’s reputation. The concept of sincerity was used to explore the effects of crisis communication strategies on the reputation of athletes, leading to the development of crisis communication theory in sports. 2. This study enriches crisis communication theory by presenting a moderated mediation model, which illustrates how causes of crisis and communication strategies affect athlete reputation.