本研究以捷思系統模型中的捷思線索，探討臉書上，危機相關貼文的留言線索是否影響閱聽人對負面留言的感知可信度，進而影響對危機嚴重性和企業應負責任多寡的判斷。研究採線上 2（按讚數多寡）x2（受害者與否）實驗法，共 358 位受試者參與研究。 結果顯示受試者認為按讚數多的負面留言可信度較高；對於留言發布者為受害者時的可信度感知亦較高。而對用留言有較高的可信度時，感知的危機嚴重性也較高，對危機所感知的責任亦較高。

 Based on the Heuristic-Systematic model, the study explores how heuristic cues on negative comments of Facebook crisis statement post influence readers' perceptions of message credibility, and also how credibility affects perceived severity of the crisis and the extent of attribution to the organization. Accordingly, this study used the two cues on Facebook, the number of likes and the commenter's identity, conducted online using a 2 (number of likes) x2 (victim or not) experimental method with 358 subjects. Analyzed by structural equation model, the results showed that the subjects believed that the messages with more likes had higher content credibility than those with few likes; and when the message poster was a victim, the subjects had greater credibility to the content. When the content had greater credibility, the subjects perceived higher severity of the crisis. When subjects had higher perceived severity of the crisis, they would attribute more responsibility to organization.