Testing the Linkages Among the Organization–Public Relationship and Attitude and Behavioral Intentions

Abstract

This research tested a model that posits the linkages among perceptions of the organization–public relationships, attitudes, and behavioral intentions toward an organization among members of a key public. Among the 6 relationship indexes proposed by Hon and J. E. Grunig (1999), perceptions of satisfaction and control mutuality were the best predictors of a positive attitude toward the organization. In this study we also found that positive attitude was a precursor to supportive behavioral intentions toward the organization.

ACKNOWLEDGMENT

Eyun-Jung Ki is now at the School of Journalism and Communication, University of Oregon.

Notes

The chi-square distribution is based on the statistical properties of T, and T is asymptotic. T is probably not chi-square distributed with small sample size and with lack of multivariate normality (Hu & Bentler, 1995). At the same time, large samples can result in exponential increases in the chi-square values, even when there are trivial differences between a hypothesized model and the sample data (Holbert & Stephenson, 2002)