IV 摘要 随着社会化媒体和互联网技术的发展，企业的负面信息积累到一定程度会导致网 络舆情危机事件，引发网络舆情危机。为了应对网络舆情给企业带来的负面影响，本 研究探索企业网络舆情危机事件回应效果的影响因素，试图抓住企业公关的关键问 题，化解网络舆情危机。 首先，本研究梳理国内外关于企业网络舆情的文献，分析现阶段企业网络舆情危 机事件在进行回应时面临的重点和难点。其次，依据企业危机管理理论、归因理论和 情景危机沟通理论构建出企业回应行为、媒体关注度和回应效果的关系模型。本研究 将企业回应行为划分为企业回应渠道的数量、回应渠道的影响力、回应的时间、回应 的次数、回应的信息量五个维度，将回应效果划分为信息覆盖率和舆情共识度两个维 度。根据变量之间的相互关系提出研究假设并对变量进行量化处理。然后，使用相关 性分析、回归分析和结构方程模型等方法检验研究假设，完整地分析哪些因素对企业 网络舆情危机事件的回应效果有影响。研究结果表明:（1）回应渠道的数量、回应渠 道的影响力和回应的次数对信息覆盖率有显著的正向作用；回应的时间对回应效果有 显著的负向作用；回应的信息量对舆情共识度有显著的正向作用。（2）媒体关注度 对回应效果有显著的正向影响。（3）媒体关注度在企业回应渠道的数量、回应渠道 的影响力、回应的时间、回应的次数对信息覆盖率的影响中具有部分中介的作用；媒 体关注度在回应的时间和回应的信息量对舆情共识度的影响中具有部分中介作用。最 后，依据研究结论提出企业回应网络舆情危机事件时的管理建议。 本研究论证了企业回应行为、媒体关注度、回应效果之间的相关关系，明确了企 业网络舆情危机事件的影响因素，在一定程度上为企业危机管理者提高回应效果提供 理论基础，为企业缓解舆情危机提供建议。 关键词：网络舆情；企业危机；回应效果；影响因素 论文类型：应用研究 ABSTRACT V ABSTRACT With the development of social media and Internet technology, the accumulation of negative information of enterprises to a certain extent will lead to network public opinion crisis events and network public opinion crisis. In order to deal with the negative impact of network public opinion on enterprises, this study explores the factors influencing the response effect of the network public opinion crisis events, and tries to grasp the key issues of corporate public relations to resolve the network public opinion crisis. First of all, this study collates the literature about enterprise network public opinion at home and abroad, and analyzes the key points and difficulties in responding to the crisis of enterprise network public opinion at this stage. Secondly, according to the theory of enterprise crisis management, attribution theory and situational crisis communication theory, the relationship model of enterprise response behavior, media attention and response effect is constructed. This study divides the corporate response behavior into five dimensions: the number of response channels, the influence of response channels, the response time, the response times and the amount of information, and divides the response effect into two dimensions: information coverage and public opinion consensus. According to the relationship between variables, research hypotheses are put forward and the variables are quantified. Then, we use correlation analysis, regression analysis and structural equation modeling to test the research hypotheses, and analyze which factors have an impact on the response effect of Internet public opinion crisis. The results show that: (1) the number of response channels, the influence of response channels and the times of response have a significant positive effect on the information coverage rate; the time of response has a significant negative effect on the response effect; the amount of information in response has a significant positive predictive effect on the consensus degree of public opinion. (2) Media attention has a positive impact on the response effect. (3) Media attention plays a part of the role of mediating in the influence of the number of response channels, the influence of response channels, the time of response and the number of responses on the information coverage; media attention plays a part of the intermediary role in the impact of response time and the amount of information to public opinion consensus. Finally, according to the research conclusions, the paper puts forward the management suggestions when enterprises respond to the network public opinion crisis. This study demonstrates the correlation among corporate response behavior, media attention and response effect, and defines the influencing factors of corporate network public opinion crisis. To a certain extent, it provides a theoretical basis for corporate crisis 西南科技大学硕士学位论文 VI managers to improve response effect, and provides suggestions for enterprises to alleviate the public opinion crisis. KEY WORDS: Network public opinion; Enterprise crisis; Response effect; Influencing factors TYPE OF THESIS: Application Research 目录 VII 目 录 1 绪论 ...................................................................................................................................... 1 1.1研究背景 ..................................................................................................................... 1 1.2研究意义 ..................................................................................................................... 2 1.2.1理论意义 ........................................................................................................... 2 1.2.2实践意义 ........................................................................................................... 2 1.3研究目的 ..................................................................................................................... 3 1.4研究方法 ..................................................................................................................... 3 1.5创新之处 ..................................................................................................................... 4 1.6研究内容和技术路线图 ............................................................................................. 5 1.6.1研究内容 ........................................................................................................... 5 1.6.2技术路线图 ....................................................................................................... 5 2 文献综述和理论基础 .......................................................................................................... 7 2.1文献综述 ..................................................................................................................... 7 2.1.1网络舆情基本理论研究 ................................................................................... 7 2.1.2企业网络舆情基础理论研究 ........................................................................... 7 2.1.3网络媒体时代企业网络舆情研究 ................................................................... 8 2.1.4企业网络舆情应对策略研究 ........................................................................... 9 2.1.5企业网络舆情回应效果研究 ......................................................................... 10 2.1.6研究评述 ......................................................................................................... 10 2.2理论基础 ................................................................................................................... 11 2.2.1企业危机管理理论 ......................................................................................... 11 2.2.2归因理论 ......................................................................................................... 11 2.2.3情景危机沟通理论 ......................................................................................... 12 2.3本章小结 ................................................................................................................... 12 3 模型构建与研究设计 ........................................................................................................ 13 3.1回应效果指标构建 ................................................................................................... 13 3.2理论模型 ..............................