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題 名 | 企業用以影響目標公眾對其關係信任之策略運用:「關係訊號」觀點=Strategies of Enterprises to Influence the Target Public's Relationship Trust: From the Perspective of "Relationship Signal" |
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作 者 | 劉正道; | 書刊名 | 人文社會科學研究 |
卷 期 | 12:4 2018.12[民107.12] |
頁 次 | 頁75-99 |
分類號 | 497.6 |
關鍵詞 | 公關策略; 組織-公眾關係; 組織信任; 關係信任; 關係維繫策略; Public relation strategy; Organization-public relationship; Organization trust; Relationship trust; Relationship maintenance strategy; |
語 文 | 中文(Chinese) |
中文摘要 | 本文應用關係訊號觀點建構及評估關係訊號導向之組織-公眾關係信任維繫模式及其影響。經由電話隨機調查291位年齡達20歲及以上、居住在臺灣本島地區的民眾,研究結果不僅獲致「表達關心」、「接受影響」、「避免誤解」、「增強信心」、「預防失望」等可以直接用於維繫組織-公眾關係信任的策略考量,也進而發現「表達關心」遠比「接受影響」、「預防失望」的策略運用,更能對「關係信任」產生正面影響。 |
英文摘要 | This study constructs and evaluates a relationship signal-oriented organization-public relationship trust maintenance model and its effects. Through telephone interviews, it randomly investigated 291 residents aged at least 20 years old and living on the main island of Taiwan. According to the research findings, "expression of concern", "acceptance of effect", "prevention of misunderstanding", "reinforcement of confidence", and "prevention of disappointment" can be included in strategies to maintain organization-public relationship trust. Finally, "expression of concern", in comparison to "acceptance of effect" and "prevention of disappointment", more positively influences "relationship trust". |
本系統中英文摘要資訊取自各篇刊載內容。