不同卷入度情境下景区短视频负面舆情补救策略对满意度的影响研究

陈璟浩; 李文思; 顾连

doi:10.13266/j.issn.2095-5472.2025.029

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知识管理论坛 ›› 2025, Vol. 10 ›› Issue (5) : 441-452. DOI: 10.13266/j.issn.2095-5472.2025.029 CSTR: 32306.14.CN11-6036.2025.029

研究论文

不同卷入度情境下景区短视频负面舆情补救策略对满意度的影响研究

陈璟浩 ¹^,² ,
李文思 ³ ,
顾连 ¹

作者信息 +

The Impact of Negative Opinion Recovery Strategies for Scenic Area Short Videos on Public Satisfaction in the Context of Varying Public Involvement

Chen Jinghao ¹^,² ,
Li Wensi ³ ,
Gu Lian ¹

Author information +

文章历史 +

摘要

【目的/意义】 针对短视频舆论环境下的景区突发事件，探寻最有效的补救策略（道歉、整改、补偿），以修复公众信任并提升补救满意度。 【方法/过程】 采用在线实验法，设计4（道歉/整改/补偿/不补救）×2（高卷入度/低卷入度）的组间实验，以景区突发事件短视频为材料，检验不同策略在不同卷入度下对公众负面情绪及满意度的影响。 【结果/结论】 研究表明，补救策略中补偿效果最佳，整改次之，道歉最弱。有效的补救是通过降低公众负面情绪来提升满意度。公众卷入度起关键调节作用：高卷入度下，补偿是最佳策略；低卷入度下，整改与补偿在缓解负面情绪上效果相当。

Abstract

[Purpose/Significance] Focusing on sudden incidents at tourist attractions within the short-video public opinion environment, this study aims to explore the most effective recovery strategies (apology, rectification, compensation) to restore public trust and enhance post-recovery satisfaction. [Method/Process] Using an online experiment, a 4 (recovery strategy: apology, rectification, compensation, no remedy) × 2 (involvement: high, low) between-subjects design was implemented. Short videos of service failures at tourist attractions served as stimulus materials to examine the effects of different strategies on public negative emotions and satisfaction under varying levels of involvement. [Result/Conclusion] The results indicate that among the recovery strategies, compensation is the most effective, followed by rectification, and then apology. Effective recovery enhances satisfaction by mitigating the public’s negative emotions. Public involvement plays a key moderating role: under high involvement, compensation is the optimal strategy for emotional remediation; under low involvement, rectification and compensation are equally effective in alleviating negative emotions.

导出引用

陈璟浩 , 李文思 , 顾连. 不同卷入度情境下景区短视频负面舆情补救策略对满意度的影响研究[J]. 知识管理论坛. 2025, 10(5): 441-452 https://doi.org/10.13266/j.issn.2095-5472.2025.029

Chen Jinghao , Li Wensi , Gu Lian. The Impact of Negative Opinion Recovery Strategies for Scenic Area Short Videos on Public Satisfaction in the Context of Varying Public Involvement[J]. Knowledge Management Forum. 2025, 10(5): 441-452 https://doi.org/10.13266/j.issn.2095-5472.2025.029

中图分类号： G206.3

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