The mediation model of influence of web site performance on needs for crisis communication in the case of toxic milk powder

Resumen

Most publications on public relations on the Internet (PR) assumed that "the point of view of Traditional PR could be applied to PR on the Internet. "However, this assumption has no empirical meaning. evidence and validity This article is a case study on the toxic milk powder crisis in 2008, To test this assumption, an online experiment was performed (N = 402). Results of the investigation suggested that the effect of corporate website performance on crisis communication needs it was a red medium for a being of mediators (that is, OPR, crisis responsibility and self-efficacy), wirh OPR being the most critical! in the model The importance of relationship management both in traditional public relations and on the Internet it becomes evident as a result of this research