本研究以情境式危機傳播理論為基礎，探討組織面對可預防性危機時，如何使用危機策略。研究以實驗法進行，以道歉（感性∕資訊性）、回應時間 （較早∕較晚）和補償（有形補償∕利社會補償）組成八種情境探討效果。並加入涉入程度作為調節變項。結果發現回應時間較早則補救後滿意度及再購意願較佳、負面網路口碑較低，資訊性道歉對補救後滿意度和再購意願有較好影響，兩種補償則無顯著差異。而涉入程度則在特定狀況下發生調節作用。

 Based on situational crisis communication theory, this study examines the proper usage of crisis response strategies in preventable crisis, particularly focus on the usage of apology and compensation. A 2 (apology appeal type: emotional vs. informational) X 2 (apology response time: early vs. late) X 2 (compensation type: tangible vs. prosocial) online experimental design was conducted to explore the effectiveness of the crisis response strategies. Moreover, the study also examines the role of involvement on the moderating effect of the crisis response strategies. Findings suggest that early apology response time and informational apology lead to a higher level of post-recovery satisfaction and repurchase intention, only early apology response time results in a lower level of negative electronic word-of-mouth. The study also indicates that there is no significant difference between monetary and prosocial compensation. In addition, findings suggest that the moderating effect of involvement only occurs under specific circumstances.