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2023 Vol.19, Issue 2 Preview Page

Original Article

A Study on the Influence of Sender Characteristics and Disaster Messages on Members' Response Behavior in Response to COVID-19: Focusing on the Mediating Effect of Public Relations

코로나19 대응에서 발신자 특성과 재난 메세지가 구성원의 반응행동에 미치는 영향에 관한 연구: 공중관계성의 매개효과를 중심으로

정기식1ㆍ정종수2*

Ki-Sik Jung1, ChongSoo Cheung2*

1Ph.D Candidate, Department of Disaster Safety Management, Soongsil University, Seoul, Republic of Korea
2Professor, Graduate School of Management, Department of Disaster Management, Soongsil University, Seoul, Republic of Korea
30 June 2023. pp. 352-362
PDF Citation
Abstract
Purpose: For effective crisis communication in the event of a disaster, we present policy measures by exploring what activities are required of companies on a daily basis. Method: Employees working for L company were surveyed about the disaster response department, disaster message, and perception of the company during the company's response to COVID-19, as well as the level of response behavior of the employee. Results: First, caller characteristics did not have a significant effect on behavioral changes of members. Second, while the disaster response message within the company had no effect on the members' normative behavior, it had a positive effect on the discretionary behavior. Third, caller characteristics and disaster response messages had a positive effect on public relations, and public relations appeared to mediate caller characteristics and members' discretionary behavior. Conclusion: Studies on disaster response messages are required in the disaster control tower inside the company in normal times, and activities to build a member-friendly corporate culture for strengthening public relations are needed.
Keywords
Crisis Communication
SMCRE Model
Public Relations
COVID-19
연구목적: 재난 발생 시 효과적인 위기커뮤니케이션을 위해 평상시 어떤 활동들이 기업에 요구되는지를 탐색하여 정책적 방안을 제시한다. 연구방법: L기업에 재직 중인 종사자를 대상으로 회사의 코로나19 대응 과정에서 느낀 재난 대응부서, 재난 메시지와 평상시 회사에 대한 인식 및 종사자의 반응행동 정도에 대해 설문하였다. 연구결과: 첫째, 발신자 특성은 구성원의 행동 변화에 유의미한 영향을 나타내지 않았다. 둘째, 기업 내부의 재난 대응 메시지는 구성원의 규범적 행동에는 영향이 없는 반면, 재량적 행동에는 정적 영향을 나타냈다. 셋째, 발신자 특성과 재난 대응 메시지는 공중관계성에 정적 영향을 나타냈으며, 공중관계성은 발신자 특성과 구성원의 재량적 행동을 매개하는 것으로 나타났다. 결론: 평상시 기업 내부의 재난 컨트롤타워에서는 재난 대응 메시지에 대한 연구가 요구되며, 공중관계성 강화를 위한 구성원 친화적인 기업문화 구축을 위한 활동이 필요하다.
키워드
위기커뮤니케이션
SMCRE모형
공중관계성
COVID-19
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Information
  • Publisher :The Korean Society of Disaster Information
  • Publisher(Ko) :한국재난정보학회
  • Journal Title :Journal of the Society of Disaster Information
  • Journal Title(Ko) :한국재난정보학회논문집
  • Volume : 19
  • No :2
  • Pages :352-362
  • DOI :https://doi.org/10.15683/kosdi.2023.6.30.352
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