dc.contributor.advisor | 孫秀蕙 | zh_TW |
dc.contributor.author (Authors) | 蔡叔瑾 | zh_TW |
dc.creator (作者) | 蔡叔瑾 | zh_TW |
dc.date (日期) | 2009 | en_US |
dc.date.accessioned | 9-Apr-2010 14:42:46 (UTC+8) | - |
dc.date.available | 9-Apr-2010 14:42:46 (UTC+8) | - |
dc.date.issued (上傳時間) | 9-Apr-2010 14:42:46 (UTC+8) | - |
dc.identifier (Other Identifiers) | G0964520071 | en_US |
dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/38342 | - |
dc.description (描述) | 碩士 | zh_TW |
dc.description (描述) | 國立政治大學 | zh_TW |
dc.description (描述) | 廣告研究所 | zh_TW |
dc.description (描述) | 96452007 | zh_TW |
dc.description (描述) | 98 | zh_TW |
dc.description.abstract (摘要) | 因應世界潮流,現代企業越來越重視企業責任(CSR),讓消費者知曉企業做了哪些「善行」是件重要的事,然而學術界關於CSR的研究雖然眾多,但針對CSR揭露進行探討的卻不多見。為此,本研究希望探討CSR訊息之揭露形式對於消費者的組織聯想有何影響。提出三個問題:一、CSR揭露形式是否影響消費者對訊息的「信任程度」及對企業的「組織聯想」?以及如何影響?二、消費者對產品的涉入度是否影響消費者對企業CSR訊息的「信任程度」及對企業的「組織聯想」?三、消費者對CSR揭露訊息之信任程度,是否影響「組織聯想」?主要研究變項為產品涉入度、文本形式、揭露者以及議題類型。 研究發現,單一變項對於訊息信任程度以及組織聯想皆無顯著影響,但在有固定條件、或一個以上的交叉變項時,有多組交叉變項對於信任程度以及組織聯想出現顯著影響,且對訊息的信任程度確實影響組織聯想。研究者提出以下結論:一、CSR訊息的揭露形式會影響消費者的組織聯想。二、設計CSR揭露訊息應該考量消費者的產品涉入度。三、CSR訊息之可信度會影響消費者的組織聯想。四、博愛類型的議題並不一定最好。 | zh_TW |
dc.description.abstract (摘要) | Reflecting the world trend, Modern enterprises take corporate social responsibility (CSR) more seriously, and it’s important to let consumers know what beneficence enterprise have done. Though researches about CSR are numerous, there is few studies focusing on CSR disclosure. This article probes into the effect of CSR message disclosure forms on organization association of consumer. And focus on three questions: (1) Do disclosure forms of CSR messages affect consumers’ trust level as well as their organization association? And how do they affect? (2) Do different product involvement of customers will affect their trust level as well as their organization association? (3) Whether or not will the consumers’ trust level affect their organization association ? In order to answer these three questions, there are four major variables in this research: product involvement, text forms, discloser, and issue types. The findings indicate that each single variable has no significantly effect on trust level or organization association. However, when it was under some preconditions or cross- variable(more than one variable), multiple situations show that different variables of disclosure messages do affect trust level and organization association. The research findings include:(1)forms of disclosing CSR messages would affect consumers’ organization association,(2)consumers’ product involvement should be considered when designing the disclosure message,(3)Reliability of CSR information would affect customers’ organization association, and(4)philanthropy is not the best type of issues. | en_US |
dc.description.tableofcontents | 第一章 緒論 1第一節 研究動機與目的 1第二節 研究問題 3第三節 研究流程 4第二章 文獻探討 5第一節 企業社會責任 5第二節 企業社會責任(CSR)與消費者 16第三節 CSR的資訊揭露(Information Disclosure) 20第四節 社會企業責任(CSR)與品牌 25第五節 品牌權益與品牌聯想 27第六節 組織聯想 (Organizational Association) 34第七節 信任程度 37第三章 研究設計 40第一節 研究假設 43第四章 研究方法 44第一節 研究設計與變項 44第二節 問卷發展 48第三節 前測與正式實驗設計: 52第五章 統計與分析 61第一節 信度分析及操弄變項檢驗 62第二節 統計分析 64第三節 假設檢驗 86第四節 綜合結果 93第五節 統計結果小結 104第六章 結論 109第一節 問題與討論 109第二節 研究限制與貢獻 116第三節 未來研究建議 119參考文獻 120附錄一:實驗問卷 126附錄二:實驗刺激1(高涉x企業x倫理議題x新聞稿) 129附錄三:實驗刺激2(高涉x基金會x博愛議題x新聞報導) 130附錄四:實驗刺激3(高涉x企業x倫理議題x新聞報導) 132附錄五:實驗刺激4(高涉x基金會x博愛議題x新聞稿) 134附錄六:實驗刺激5(高涉x企業x倫理議題x新聞報導) 136附錄七:實驗刺激6(高涉x企業x博愛議題x新聞稿) 138附錄八:實驗刺激7(高涉x企業基金會x倫理議題x新聞稿) 140附錄九:實驗刺激8(高涉x企業x博愛議題x新聞報導) 142附錄十:實驗刺激9(低涉x企業基金會x倫理議題x新聞報導) 144附錄十一:實驗刺激10(低涉x企業x博愛議題x新聞稿) 146附錄十二:實驗刺激11(低涉x企業x倫理議題x新聞報導) 148附錄十三:實驗刺激12(低涉x企業基金會x博愛議題x新聞稿) 150附錄十四:實驗刺激13(低涉x企業基金會x倫理議題x新聞稿) 152附錄十五:實驗刺激14(低涉x企業x博愛議題x新聞報導) 154附錄十六:實驗刺激15(低涉x企業x倫理議題x新聞稿) 156附錄十七:實驗刺激16(低涉x企業x倫理議題x新聞報導) 157附錄十八:OECD對企業揭露的指導原則細項 159 | zh_TW |
dc.language.iso | en_US | - |
dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0964520071 | en_US |
dc.subject (關鍵詞) | 企業社會責任 | zh_TW |
dc.subject (關鍵詞) | 揭露 | zh_TW |
dc.subject (關鍵詞) | 組織聯想 | zh_TW |
dc.subject (關鍵詞) | corporate social responsibility | en_US |
dc.subject (關鍵詞) | disclosure | en_US |
dc.subject (關鍵詞) | organization association | en_US |
dc.subject (關鍵詞) | CSR | en_US |
dc.title (題名) | 企業社會責任訊息揭露形式對組織聯想之影響 | zh_TW |
dc.title (題名) | The Effects of Corporate Social Responsibility Information Disclosure Forms on Organization Association | en_US |
dc.type (資料類型) | thesis | en |
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