Study On Factors Affecting Crisis Communication Of Governmental Micro-blogs

There are an increasing number of studies regarding crisis communication and new media. However, the existing researches lack the quantitative study about such subjects. This study, based on Situational Crisis Communication Theory, utilizes the experimental method and discusses the effects of crisis situation, including crisis types, crisis response strategies and the attitudes of others towards the crisis affairs.There are 557 participants involving in this study. After reading materials, participants are required to finish a questionnaire, and they have showed some results after the treatments. Comparisons between groups were tested by MNOVA. The results suggest the findings: All three factors of the situation of crisis communication, including crisis types, crisis response strategies and the attitudes of communicators have significant influence on the communication effects. However, the LDS tests also show that the communication effects in the accident crisis are not significantly different from that in the preventative crisis.