研究了危机责任模糊情境下中国大型国际体育赛事网络舆情回应策略的效果，基于情境危机传播理论(SCCT)进行了探讨，为赛事舆情应对提供了理论依据。

Major international sporting events held in China operate within a complex public opinion landscape， where online public opinion represents a potential crisis manifestation for event organizing committees in the social media era. Thus， developing scientifically grounded and effective strategies to address online public opinion has emerged as a critical challenge for Chinese organizing committees of such events. Drawing on the Situational Crisis Communication Theory（SCCT）， this study adopts an experimental method with a 2（crisis history： present vs. absent）× 5（response strategies： denial/denial + support/denial + apology/apology + denial + support/silence）between-subjects design. It examines the effectiveness of various response strategies — including apology， denial， support， and silence（a strategy derived from Chinese crisis management practices）— in situations of ambiguous crisis responsibility. The study also tests the cross-cultural applicability of SCCT. The results show that the organizing committee should actively respond to online public opinion，and keeping silent is the worst response strategy； Apologies do not increase the organization’ s responsibility for the crisis； A multi-component apology can better repair an organization’ s reputation； The crisis history does not affect the crisis responsibility and organizational reputation in the context of China hosting events； When the reputation of the organization has been well restored， the public tends to exhibit supportive behavioral intentions. Based on the crisis response practice of social media， the study supplemented the situation of vague crisis responsibility， carried out a localized theoretical construction of the crisis response strategy in the SCCT theory， and also provided constructive suggestions for the crisis response practical operation of the Chinese event organizing committee.

G812;G206

国家社会科学基金重大项目（22&ZD314）