Dr Regina Chen wins a Best Faculty Paper award from the International Communication Association


陳怡如博士獲國際傳播學會公共關係組別頒發最佳論文獎

Date: 04 May 2018 (Friday)

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Communication scholar wins Best Faculty Paper award from International Communication Association

傳播學者獲國際傳播協會最佳論文獎

Dr Regina Chen, Associate Professor of the Department of Communication Studies of the School of Communication, recently won a Best Faculty Paper award in the Public Relations Division from the International Communication Association (ICA), a central organisation in the field of communication.

The winning-paper is entitled “Mobile CSR activities in crises: An examination of gratifications, CSR motives, social media use on mobile devices, and relationship outcomes”. For the research, Dr Chen and her team randomly surveyed 1,433 Americans in the context of the Harvey Hurricane disaster with the aim of better understanding the effect of mobile corporate social responsibility (mCSR) on the public’s relationship with corporations by considering mobile-device use gratifications and perceived CSR motives.

Results showed that user gratifications for technological convenience (accessibility), information exchange (cognition needs), and social interaction (recognition needs) significantly predicted the level of public trust and control mutuality toward the corporation that initiated mCSR for the Harvey Hurricane disaster relief. In addition, the value-driven CSR motive and the egoistic-driven CSR motive were the positive and negative predictor of relationship outcomes, such as trust, control mutuality, satisfaction, and commitment. 

The study concluded that mobile-based CSR activities are an effective means for cultivating relationships with Americans in a natural crisis if they are perceived as value-driven. mCSR activities further drive public trust if the activities can allow the public to easily contribute to disaster relief while simultaneously fulfilling their informational and social needs associated with the disaster.  

The paper is co-authored with Dr Cheng Yang of North Carolina State University, Dr Jin Yan of University of Georgia and Dr Flora Hung-Baesecke of Massey University in New Zealand.
 

傳理學院傳播系副教授陳怡如博士的論文,最近獲傳播研究領域的核心組織—國際傳播學會頒發公共關係組別的最佳論文獎。

獲獎論文題目為「災害危機下的移動裝置輔助企業社會責任:移動社交媒體的使用滿意及使用模式、企業社會責任動機,與企業—公眾關係的實證分析」。陳博士和她的團隊以美國哈維颶風災難為研究背景,隨機抽樣訪問了1,433位美國人,分析移動裝置的使用滿意程度及企業社會責任的動機,藉此了解以移動裝置輔助的企業社會責任(mCSR)對企業與公眾關係的影響。 

研究結果顯示,根據公眾使用移動社交媒體獲得的科技便利(滿足效能需求)、訊息交換(滿足認知需求)與社會互動(滿足認可需求),能夠有效地預測公眾對於發起以移動裝置輔助哈維颶風賑災活動的企業的信任度,以及他們和該公司的相互控制度。

另外,社會企業責任動機如以價值導向,會對於企業與公眾關係有正面的預測效果,例如信任度、互相控制度、滿意度和承諾;如果以利己導向則帶負面的預測效果。

研究總結,以移動裝置輔助的企業社會責任活動,如果被視為由價值所推動,是自然災害之中企業與美國人建立關係的有效方法;又或相關活動能讓公眾更容易地參與賑災工作,並滿足他們對災難有關的資訊及社會需要,將進一步提升公眾的信任度。
 
上述論文是陳博士與美國北卡州立大學程楊博士、美國喬治亞大學金燕博士及紐西蘭梅西大學洪君如博士合著。