本研究針對天貓購物網站宣傳數字失誤所引發之危機事件，以文本與內容分析法，探討自嘲策略之敘事結構、策略類別與其傳播效果。研究發現自嘲是一種回應形式，在內容上可能是藉口或假道歉；自嘲在功能上具有轉移注意之作用。傳播效果上，危機回應形式比回應內容重要。本研究也發現，當組織之錯誤乃無心、與專業無涉、且無受害者情境下，適用自嘲策略。

Based on the case of a Chinese online website Tmall.com’s erroneous promotional figures, this study employed text and content analysis to explore the narrative structure, strategy category, and communication effect of self-mockery strategy. The study found that self-mockery strategy is a response form, equivalent of excuses or false apology; self-mockery strategy can divert attention. In terms of communication effects, response form is more important than content. The study also found that self-mockery strategy is appropriate when the mistakes that organizations make are unintentional, professionally irrelevant, and when there are no victims involved.