網站互動性與企業公關管理之研究

Abstract

網際網路特殊的傳播方式，改變了整個傳播內容的生產過程、媒體結構以及訊息發送端與接收端的關係；而網際網路也可能成為公關人員製作公關活動所能運用的新媒體，從公共關係管理學派的觀點來看，網站有雙向對等溝通的潛能。因此本研究旨在探討網站中具有公關功能的互動性訊息，並瞭解目前國內的企業運用的狀況。 本研究利用「內容分析法」，針對台灣五百個企業網站的網頁內容作定量的描述。此外，本研究亦針對企業網站建置維護者以及公共關係從業人員發放問卷、進行深度訪談，以瞭解企業在網站中實行公關活動之意願與可能性、公關人員參與網站的程度，以及各產業類型與經營型態之企業建置網站之考量。 研究發現，整體而言，目前企業網站採用互動性功能的情況仍不夠完備。以互動性類型而言，主要著重於「互動介面設計」與「情報供給與資訊收集」。製造業與B to B企業是所有的企業網站中，最不重視互動性功能的；金融業的互動性功能採用狀況則較為平均。在互動性面向的對應上，多數企業網站都考慮到「媒體提供選擇的複雜性」，以及「使用者必需付出的努力」，至於「人際溝通的促進」、「娛樂性」與「監看資訊使用」則較不重視，顯示目前企業網站的利用，仍傾向於單方面告知的功能居多。以公關衡量面向看來，多數網站顧及「介面直觀與簡易使用」、「提供有效訊息」，唯資訊更新的時間仍有進步的空間。另外，「建立對話迴路」是採用率最低的公關面向，多數企業傾向於提供單一的溝通管道（e-mail、意見箱），至於其他的回饋機制，採用狀況並不明顯。 在問卷調查的部分，專業人員所認定的重要性，與現行的企業網站相比仍有相左之處。而在較不重要的互動性功能上，評估的結果與內容分析的結果幾無差別。 訪談分析的結果顯示，目前企業對於「企業公關」的認知普遍為企業形象、媒體關係與行銷推廣，而這些觀點會直接反映在企業網站互動性功能的設計上；就「關係管理」的層面而言，實行的部分較少。企業的規模、產業別或主要顧客的不同，會直接影響到他們對於「公共關係」的需求：規模越大的企業，需求越高；與一般大眾關係越密切的企業，需求也越高。關於經由企業網站實行公共關係的可能性，企業在電子郵件信箱的使用上，應注意郵件帳號的可用性及回應的時效性；企業必須做到資訊的更新，這樣網站才有存在的價值。雖然目前網站的媒體功能並非主流，但企業仍能在企業網站中發佈消息，輔助主流媒介的消息，同時也提供員工、一般大眾等相關公眾一參考的訊息。在與媒體的接觸上，也可以藉由新聞資料庫的提供，省去一些耗費人力的工作。 整體而言，目前企業利用網站互動性進行公共關係管理的情況仍有進步的空間，在未來的發展上，仍有機會藉由公關人員的策略性規劃，與公眾進行策略性的溝通，以利於長期關係的建立、培養與維持。

The recent rapid development of the Internet has changed the production process of the communication content, media structure, and the relationships between message senders and receivers. Among many applications of the Internet, the World Wide Web (WWW) has become a new medium for public relation practitioners to plan and promote public relation events. From the viewpoint of public relation management approach, corporate web sites have potentials for two-way asymmetric communication. This purpose of this study was to clarify how interactivity design of WWW was applied to public relation management, and investigated the use of interactivity design in Taiwan corporate web sites. This study conducted a content analysis of Taiwan 500 corporate web sites, which were sampled from 2000 top corporations. An email questionnaire was also sent to the coordinators of these corporate web sites or public relation practitioners in organizations. The purposes of the questionnaire were to acquire respondents’ concepts on planning interactivity messages in their web sites, the possibility of and their cooperates’ willingness to practice PR through WWW. Intensive interviews were also conducted in order to understand the considerations when different types of industry constructed their corporate web sites. The results indicated that the adoption of interactivity in corporate web sites was not very popular in Taiwan. In terms of the design of interactivity, “interactivity interface design” and “information providing and collection” were more adopted by corporations. Production industry and B to B enterprises emphasized least adopt the interactivity design on web their sites. On the contrary, financial industry adopted the most interactivity design. The results of 42 questionnaires indicate that the practitioners perceived the importance of interactivity design, however, their perceptions were not often matched the content of most web sites match. The results of intensive interviews showed that most firms have recognized PR as image building, media relations, and marketing promotion, and the recognition is reflected by the interactivity design of their corporate web sites In summary, it is found that the application of the interactivity design to PR management of Taiwan corporate web sites needs to be improved. It is hoped that PR practitioners in the future will have more commitment in strategic planning to strategically communicate with strategic publics so as to build, develop, and maintain long-term relationships between organization and its publics through full interactive web sites.