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스포츠 스캔들 유형에 따른 위기커뮤니케이션 전략이 공중관계성에 미치는 영향
엄장원 (Eom, Jang-won),여인성(Yeo, ln-Sung),곽성현(Kwag, Sung-Hyun) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.1
The current study applied the situation crisis communication theory (Coombs & Holladay, 2004) in order to investigate the effects of sport scandal types and crisis communication strategies on perceived public-team relations. Four scenarios were designed to simulate crisis types (high and low responsibility scandals) and communication strategies (defensive and accommodative strategies) in the context of professional baseball. Respondents (N=210) were randomly assigned to one of the four scenarios and rated the extent to which they perceive their favorite team’s organization-public relationships before and after they read the scenario. The multivariate of analysis of variance (MANOVA) revealed that there were significant differences in changes in perceived organization-public relationships among scenarios, Wilk"s λ=58, p<.001. In both low and high responsibility crisis situations, accommodative communication strategies deemed effective in maintaining or even enhancing public-team relationships in time of sports scandal.