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題名 科技業公益活動的適配組合:公益活動類型、公益活動地點、企業執行長形象、消費者生活型態
The optimal composition of philanthropy in technology industry: type of philanthropy, location of cause, CEO image and consumer lifestyles
作者 張令乙
Chang, Ling Yi
貢獻者 李嘉林
Lee, Chia Lin
張令乙
Chang, Ling Yi
關鍵詞 公益活動
企業執行長形象
聯合分析法
Philanthropy
CEO image
Conjoint analysis
日期 2017
上傳時間 13-Sep-2017 16:03:19 (UTC+8)
摘要 近年來企業社會責任蓬勃發展,落實企業社會責任的企業更具競爭優勢,因此越來越多企業投入企業社會責任領域。其中,公益活動是覆蓋CSR範圍最廣、企業參與程度最高的,即將企業社會責任視為企業的機會,從中創造與利害關係人的共享價值。
網路時代,常在新聞和社交媒體曝光的科技業的CEO,幾乎可以說是企業形象的代言人。本研究認為讓科技業CEO親自代言企業公益活動,應該更具說服力。同時,台灣的高科技產業,不僅是最早開始重視社會責任概念,也是表現最佳的產業。本研究選擇科技業的公益活動組合為研究主體,以了解消費者對於「何種類型的企業公益活動、於何地舉辦、由何種形象的企業執行長代言」所組成的公益活動適配組合之偏好程度。以及,何種公益適配組合對於不同的消費者來說是最有效的。藉由上述研究,獲得一個一般性的公益活動組合原則。
本研究主要使用聯合分析法進行分析,搭配單因子變異數分析和人口統計變數。最後,獲得以下結論:
1.對整體消費者而言,最重視的屬性依序為「公益活動地點」、「公益活動類型」、「企業執行長形象」。上述三個受測體最喜愛的水準分別為「台灣」、「環境保育-實踐綠色生產」和「守信細心的臉書-馬克·祖克柏」。
2.將消費者依生活型態分為四群:社交創新、流行時髦、務實進取及居家樂活。對不同生活型態的消費者而言,在公益活動類型的選擇上明顯各有所好;對企業執行長形象的偏好有略有差異性,但是在公益地點的偏好相同,皆最喜歡自身所在的台灣,最不喜歡距離遙遠的北歐。其中,社交創新集群,最重視企業執行長形象、公益活動類型和生活型態的一致性,視郭台銘和創新加速器為最適配的組合;流行時髦、務實進取及居家樂活集群,則喜歡「守信細心的臉書-馬克·祖克柏」,搭配較傳統的公益活動-實踐綠色生產及社區關懷。
Recently, corporate social responsibility has become so flourish, in that implementation of corporate social responsibility embedded enterprises with more competitive advantage. And CSR is regarded as opportunities for enterprises, from which to create and share the value of stakeholders. That’s why more and more companies steps into the field of corporate social responsibility. Among all CSR activities, corporate philanthropies are the most extensive ones, for it involving the highest degree of business participation.
In the age of Internet, we can often see the exposure of CEOs of the technology industry in news and social media, so they are sometimes be seen as the corporate image. Therefore, this research assumes that CEO could be a convincing spokesman for corporate philanthropies. Furthermore, Taiwan`s high-tech industry is not only the first to pay attention to social responsibility, but also the best practice benchmark among all sectors. Therefore, this study attempt to find out an optimal combination of corporate philanthropies in the technology industry - "what type of corporate philanthropies, where, by what kind of image of the executive CEO endorsement," attracting customers most. And what kind of corporate philanthropies combination is the most efficient fit for consumers with different lifestyles? Through the research above, this study tries to establish general principles for compositions of corporate philanthropies.
To analyze the preferences of consumers with different lifestyles, the researcher uses the conjoint analysis mainly, with ANOVA analysis and demographic variables. In conclusion, we obtain the best optimal compositions as follows:
1. For consumers as a whole, the most important attributes are "location of a cause ," type of philanthropy "and "CEO image" in descending order. The personal levels of each attribute are "Taiwan," "Environmental Conservation - Green Production" and "Careful- Mark Zuckerberg."
2. Consumers are divided into four groups according to lifestyles:
(1)Innovative group: Taiwan, Star-ups accelerator, and Terry Gou.
(2)Fashionable group, pragmatic group and contented group: Taiwan, Green production, and Mark Zuckerberg.
參考文獻 中文文獻
一、網路資源
1. Google 藝術與文化。2017年6月,取自:https://www.google.com/culturalinstitute/beta/
2. 台灣執行長50強。哈佛商業評論繁體中文版。2017年6月,取自:https://www.hbrtaiwan.com/event/2016twceo/
3. 台積電2015年報。2017年6月,取自: http://www.tsmc.com.tw/download/ir/annualReports/2015/chinese/index.html
4. 永齡健康基金會生醫新創加速器。2017年6月,取自:http://www.ylhspectrum.com/
5. 全球執行長100強。哈佛商業評論繁體中文版。2017年6月,取自:https://www.hbrtaiwan.com/event/2016ceo/
6. 李振北(2017)。綠色倡議成功的秘訣-設定低門檻讓利害關係人更容易參與。CSRone永續報告平台。2017年6月,取自:http://www.csronereporting.com/topic_4077
7. 高宜凡(2016)。科技業表現最亮眼,四成企業嘗試能源轉型。遠見雜誌,第359期。2017年6月,取自:https://www.gvm.com.tw/Boardcontent_31144.html
8. 陳妤寧 (2016)。企業知道怎麼「做好事」嗎?四種 CSR 類型大整理。公益交流站。2017年6月,取自:http://npost.tw/archives/23973
9. 遠見CSR企業社會責任獎。2017年6月,取自:https://www.gvm.com.tw/CSR/sign_up_01.html

二、論文期刊
1. 王彥荏(2013)。消費者生活型態、生活風格與智慧型手機品牌形象關聯性研究。政治大學廣播電視學研究所碩士論文。
2. 王曉嬪(2002)。台灣人生活型態與價值觀變遷之研究。政治大學企業管理研究所碩士論文。
3. 丘青鎧(2011)。運動休旅車品牌聯盟策略之探討-以聯合分析法分析。國立政治大學企業管理研究所碩士論文。
4. 別蓮蒂與游舒惠(2002)。企業贊助公益活動之動機、決策與影響因素。廣告學研究。第十八卷。頁53-95。
5. 李家名(2012)。公益行銷的適配組合:企業品牌個性、代言人類型、活動類型、人格特質。政治大學企業管理研究所碩士論文。
6. 林宜欣(2001)。台灣企業公益行為之研究:以電子類企業組織為例。南華大學非營利事業管理研究所碩士論文。
7. 康永華(1991)。企業公益形象與消費者行為之研究,國立交通大學管理科學研究所碩士論文。
8. 張睿涵(2016)。汽車行銷的適配組合:企業品牌個性、代言人類型、廣告類型、消費者生活型態。 國立政治大學企業管理研究所(MBA學位學程)碩士論文。
9. 陳香伶(2006)。市場區隔及公益行銷與消費者購買行為關係之研究。國立彰化師範大學工業教育與技術學系碩士論文。
10. 黃蒼進(2003)。台灣企業公益行為之研究-以金融業之銀行為例。南華大學非營利事業管理研究所碩士論文。
11. 黃營杉與齊德彰(2005)。企業倫理、社會責任與慈善公益作為之研究-以台灣高科技電子產業為例。人文暨社會科學期刊,第一卷第二期,頁65-82。
12. 楊雅智(2015)。淺談企業社會責任之國際發展趨勢與國內推動現況。證券暨期貨月刊。第三十三期第一卷,頁5-15。
13. 趙義隆(2000)。大型企業贊助公益活動之研究。行政院國科會專題研究補助計畫(NSC79-0301-H002-12)。
14. 劉念寧(1990)。大型企業贊助公益活動之研究。國立台灣大學商學研究所碩士論文。
15. 練乃華(1990)。推薦式廣告之溝通效果硏究,國立台灣大學商學研究所碩士論文。
16. 鄭惠文(1991)。企業贊助公益活動與企業形象之研究。國立中興大學企業管理研究所碩士論文,未出版 。
17. 錢玉芬與王可欣(2006)。廣告代言人的性格形象對品牌性格的影響-以 Nokia 新款手機的平面廣告為例。廣告學研究。第26期,頁 27-59。
18. 謝惠嬪(2008)。中華電信企業公益行為之研究。世新大學公共關係暨廣告學研究所碩士論文。
三、書籍、雜誌
1. 台灣永續報告現況與趨勢(2016)。台北市:CSRone永續報告平台。
2. 消費者行為(顧萱萱與郭建志譯)(2012)。台北市:學富文化。
3. 真誠知已(2006),聯合分析的SPSS使用手冊。陳耀茂編審。台北市:鼎茂圖書出版。
4. 黃俊英(2008)。行銷研究:管理與技術(第八版)。台北市:華泰文化。
5. 鄭一青(2004)。沒有環保全盤皆輸,台灣科技代工面臨綠色挑戰。天下雜誌,第302期,頁184-190。
6. 錢為家(2009)。企業社會責任實務全書。台北市:商周出版。

英文文獻
一、網路資源
1. Best Global Brands 2016 Rankings. Interbrand. Retrieved May, 2017, from http://interbrand.com/best-brands/best-global-brands/2016/ranking/"
2. Cone Communications/Ebiquity(2015). 2015 Cone Communications/Ebiquity Global CSR Study. Retrieved March 4, 2017, from http://www.conecomm.com/research-blog/2015-cone-communications-ebiquity-global-csr-study

二、論文期刊
1. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of Marketing, 27-41.
2. Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of business research, 59(1), 46-53.
3. Bridges, S., Keller, K. L., & Sood, S. (2000). Communication strategies for brand extensions: Enhancing perceived fit by establishing explanatory links. Journal of Advertising, 29(4), 1-11.
4. Brønn, P. S., & Vrioni, A. B. (2001). Corporate social responsibility and cause-related marketing: an overview. International journal of Advertising, 20(2), 207-222.
5. Bruch, F. W. H. (2005). The keys to rethinking corporate philanthropy. MIT Sloan Management Review, 47(1), 49.
6. Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of management review, 4(4), 497-505.
7. Daly, S. (2011). Philanthropy as an essentially contested concept. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 23(3), 535–557."
8. Dean, D. H. (2003). Consumer perception of corporate donations effects of company reputation for social responsibility and type of donation. Journal of Advertising, 32(4), 91–102.
9. Debevec, K., & Iyer, E. (1986). The influence of spokespersons in altering a product`s gender image: Implications for advertising effectiveness. Journal of Advertising, 15(4), 12-20.
10. Dong-Jin Park & Bruce K. Berger (2004) The Presentation of CEOs in the Press, 1990-2000: Increasing Salience, Positive Valence, and a Focus on Competency and Personal Dimensions of Image, Journal of Public Relations Research, 16:1, 93-125.
11. Falck, O., & Heblich, S. (2007). Corporate social responsibility: Doing well by doing good. Business Horizons, 50(3), 247-254.
12. Freiden, J. B. (1984). Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences. Journal of Advertising Research, 24(5), 33.
13. Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of advertising research, 19(5), 63-71.
14. Friedman, M.(1970). The social responsibility of business is to increase its profits. New York Times, September 13: 122-126.
15. Green, P. E., & Srinivasan, V. (1978). Conjoint analysis in consumer research: issues and outlook. Journal of consumer research, 5(2), 103-123.
16. Green, P. E., & Srinivasan, V. (1990). Conjoint analysis in marketing: new developments with implications for research and practice. The journal of marketing, 3-19.
17. Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change.
18. Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of consumer research, 11(4), 954-961.
19. Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of advertising, 19(1), 4-13.
20. Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of marketing research, 35-50.
21. Kim, N., Sung, Y., Lee, M. (2012). Consumer Evaluations of Social Alliances: The Effects of Perceived Fit Between Companies and Non-Profit Organizations. Journal of Business Ethics, 109, 163-174.
22. Kramer, M. R., & Porter, M. (2011). Creating shared value. Harvard business review, 89(1/2), 62-77.
23. Kucukemiroglu, O. (1999). Market segmentation by using consumer lifestyle dimensions and ethnocentrism: An empirical study. European Journal of Marketing, 33(5/6), 470-487.
24. Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453.
25. Lee, C. L. (2017). The Impact of Consumer Evaluation on the Cause-Related Marketing. Asia Marketing Journal, 19(1), 1-17.
26. Lii, Y. S., & Lee, M. (2012). Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm. Journal of business ethics, 105(1), 69-81.
27. Luo, L., Chen, X., Han, J., & Whan Park, C. (2010). Dilution and enhancement of celebrity brands through sequential movie releases. Journal of Marketing Research, 47(6), 1114-1128.
28. McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
29. Muda, M., Musa, R., & Putit, L. (2017). Celebrity endorsement in advertising: A double-edged sword. Journal of Asian Behavioural Studies, 2(3), 21-32.
30. Muthuri, J. N., Matten, D., & Moon, J. (2009). Employee volunteering and social capital: Contributions to corporate social responsibility. British Journal of Management, 20(1), 75-89.
31. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
32. Plummer, J. T. (1974). The concept and application of life style segmentation. the Journal of Marketing, 33-37.
33. Porter, M. E., & Kramer, M. R. (2007). Strategy and society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 85(6), 136-137.
34. Reidenbach, R. E., & Pitts, R. E. (1986). Not all CEOs are created equal as advertising spokespersons: Evaluating the effective CEO spokesperson. Journal of Advertising, 15(1), 30-46.
35. Ross, J. K., III, Stutts, M. A., & Patterson, L. T. (1991). Tactical considerations for the effective use of cause-related marketing. Journal of Applied Business Research, 7(2), 58–65.
36. Sethi, S. P. (1975). Dimensions of corporate social performance: An analytical framework. California management review, 17(3), 58-64.
37. Till, B. D., & Busler, M. (1998). Matching products with endorsers: attractiveness versus expertise. Journal of consumer marketing, 15(6), 576-586.
38. Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. The Journal of Marketing, 58-74.
39. Wells, W. D., Tigert, D. J., & Activities, I. (1971). Opinions. Journal of advertising research, 11(4), 27-35.

三、書籍
1. Aaker, David A. (1991), Managing Brand Equity, The Free Press, New York.
2. Bowen, H. R., & Johnson, F. E. (1953). Social responsibility of the businessman. New York: Harper.
3. Elkington, J. (1998). Cannibals with forks: The triple bottom line of sustainability. Gabriola Island: New Society Publishers.
4. Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. John Wiley & Sons.
5. McGuire JW. (1963) Business and society. New York: McGraw-Hill.
6. Nunnally, J. (1978). Psychometric methods.
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363097
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1043630972
資料類型 thesis
dc.contributor.advisor 李嘉林zh_TW
dc.contributor.advisor Lee, Chia Linen_US
dc.contributor.author (Authors) 張令乙zh_TW
dc.contributor.author (Authors) Chang, Ling Yien_US
dc.creator (作者) 張令乙zh_TW
dc.creator (作者) Chang, Ling Yien_US
dc.date (日期) 2017en_US
dc.date.accessioned 13-Sep-2017 16:03:19 (UTC+8)-
dc.date.available 13-Sep-2017 16:03:19 (UTC+8)-
dc.date.issued (上傳時間) 13-Sep-2017 16:03:19 (UTC+8)-
dc.identifier (Other Identifiers) G1043630972en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/112835-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 104363097zh_TW
dc.description.abstract (摘要) 近年來企業社會責任蓬勃發展,落實企業社會責任的企業更具競爭優勢,因此越來越多企業投入企業社會責任領域。其中,公益活動是覆蓋CSR範圍最廣、企業參與程度最高的,即將企業社會責任視為企業的機會,從中創造與利害關係人的共享價值。
網路時代,常在新聞和社交媒體曝光的科技業的CEO,幾乎可以說是企業形象的代言人。本研究認為讓科技業CEO親自代言企業公益活動,應該更具說服力。同時,台灣的高科技產業,不僅是最早開始重視社會責任概念,也是表現最佳的產業。本研究選擇科技業的公益活動組合為研究主體,以了解消費者對於「何種類型的企業公益活動、於何地舉辦、由何種形象的企業執行長代言」所組成的公益活動適配組合之偏好程度。以及,何種公益適配組合對於不同的消費者來說是最有效的。藉由上述研究,獲得一個一般性的公益活動組合原則。
本研究主要使用聯合分析法進行分析,搭配單因子變異數分析和人口統計變數。最後,獲得以下結論:
1.對整體消費者而言,最重視的屬性依序為「公益活動地點」、「公益活動類型」、「企業執行長形象」。上述三個受測體最喜愛的水準分別為「台灣」、「環境保育-實踐綠色生產」和「守信細心的臉書-馬克·祖克柏」。
2.將消費者依生活型態分為四群:社交創新、流行時髦、務實進取及居家樂活。對不同生活型態的消費者而言,在公益活動類型的選擇上明顯各有所好;對企業執行長形象的偏好有略有差異性,但是在公益地點的偏好相同,皆最喜歡自身所在的台灣,最不喜歡距離遙遠的北歐。其中,社交創新集群,最重視企業執行長形象、公益活動類型和生活型態的一致性,視郭台銘和創新加速器為最適配的組合;流行時髦、務實進取及居家樂活集群,則喜歡「守信細心的臉書-馬克·祖克柏」,搭配較傳統的公益活動-實踐綠色生產及社區關懷。
zh_TW
dc.description.abstract (摘要) Recently, corporate social responsibility has become so flourish, in that implementation of corporate social responsibility embedded enterprises with more competitive advantage. And CSR is regarded as opportunities for enterprises, from which to create and share the value of stakeholders. That’s why more and more companies steps into the field of corporate social responsibility. Among all CSR activities, corporate philanthropies are the most extensive ones, for it involving the highest degree of business participation.
In the age of Internet, we can often see the exposure of CEOs of the technology industry in news and social media, so they are sometimes be seen as the corporate image. Therefore, this research assumes that CEO could be a convincing spokesman for corporate philanthropies. Furthermore, Taiwan`s high-tech industry is not only the first to pay attention to social responsibility, but also the best practice benchmark among all sectors. Therefore, this study attempt to find out an optimal combination of corporate philanthropies in the technology industry - "what type of corporate philanthropies, where, by what kind of image of the executive CEO endorsement," attracting customers most. And what kind of corporate philanthropies combination is the most efficient fit for consumers with different lifestyles? Through the research above, this study tries to establish general principles for compositions of corporate philanthropies.
To analyze the preferences of consumers with different lifestyles, the researcher uses the conjoint analysis mainly, with ANOVA analysis and demographic variables. In conclusion, we obtain the best optimal compositions as follows:
1. For consumers as a whole, the most important attributes are "location of a cause ," type of philanthropy "and "CEO image" in descending order. The personal levels of each attribute are "Taiwan," "Environmental Conservation - Green Production" and "Careful- Mark Zuckerberg."
2. Consumers are divided into four groups according to lifestyles:
(1)Innovative group: Taiwan, Star-ups accelerator, and Terry Gou.
(2)Fashionable group, pragmatic group and contented group: Taiwan, Green production, and Mark Zuckerberg.
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dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 2
第三節 章節摘要 2
第四節 研究流程 4
第二章 文獻回顧 5
第一節 企業社會責任 5
第二節 公益活動 9
第三節 代言人與企業執行長形象 16
第四節 消費者生活型態 20
第三章 研究方法與架構 23
第一節 研究方法 23
第二節 研究架構 24
第三節 問卷設計 25
第四章 研究分析與結果 34
第一節 前測分析 34
第二節 正式問卷分析 41
第五章 結論與建議 65
第一節 研究結果之討論 65
第二節 研究限制與未來研究方向 69
參考資料 71
附錄 78
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dc.format.extent 2829763 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1043630972en_US
dc.subject (關鍵詞) 公益活動zh_TW
dc.subject (關鍵詞) 企業執行長形象zh_TW
dc.subject (關鍵詞) 聯合分析法zh_TW
dc.subject (關鍵詞) Philanthropyen_US
dc.subject (關鍵詞) CEO imageen_US
dc.subject (關鍵詞) Conjoint analysisen_US
dc.title (題名) 科技業公益活動的適配組合:公益活動類型、公益活動地點、企業執行長形象、消費者生活型態zh_TW
dc.title (題名) The optimal composition of philanthropy in technology industry: type of philanthropy, location of cause, CEO image and consumer lifestylesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻
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英文文獻
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