| dc.contributor.advisor | 張愛華 | zh_TW |
| dc.contributor.author (Authors) | 簡以潔 | zh_TW |
| dc.contributor.author (Authors) | Chien, Yi Chieh | en_US |
| dc.creator (作者) | 簡以潔 | zh_TW |
| dc.creator (作者) | Chien, Yi Chieh | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 29-Sep-2011 16:31:42 (UTC+8) | - |
| dc.date.available | 29-Sep-2011 16:31:42 (UTC+8) | - |
| dc.date.issued (上傳時間) | 29-Sep-2011 16:31:42 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0098355034 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/50742 | - |
| 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 | zh_TW |
| dc.description (描述) | 98355034 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 企業的營運範圍日趨國際化，媒體更繁複多元，並面臨更多面向的利益群體關注，對外關係的經營已不能只應用傳統的行銷策略，更須以公司層級的無形資產與社會資本建立起公司聲譽，方能保留並持續吸收資源，建立永續的競爭優勢。是故，近年來媒體經常報導的企業社會責任的議題，不但是許多利害關係人關注的焦點，更是公司經營與競爭優勢建立時不可忽視的策略性決策。本研究透過第一階段調查法以及第二階段實驗法，共計發放536份問卷，並經由回歸分析、變異數分析等得出研究結論如下：1.將企業社會責任作為歸類為利他型、規範型與平衡需求型，其中如消費者對於法令規範企業該做到的事項如「產品價格與說明標示皆為正確的」、「給予員工之薪資至少為法律規定的最低薪資」、「遵守當地政府的法令與規範」等皆視為規範型。2.消費者對於有做社會責任之企業，其企業社會責任認知較沒做到企業社會責任的企業來的高，而利他型、規範型與平衡需求型對企業社會責任資訊與認知的調節效果則不存在。3.消費者對企業社會責任的認知正向影響消費者對公司的認同。4.消費者－公司認同為企業社會責任認知與購買意願的部份中介因子。5.消費者對於有做企業社會責任公司的認同感受到對企業社會責任議題支持與個人道德標準的調節。 | zh_TW |
| dc.description.abstract (摘要) | The scope of business is going to be international, and the media runs in more complex ways, which makes more stakeholders pay attention to it. Now companies cannot just use the traditional marketing strategies to build up the relationships with outside stakeholders ,which turns out to use the corporate level strategies like intangible assets and social capital to solid the corporate reputation, keep retaining resources and establish sustainable competitive advantages. Therefore, the topic of corporate social responsibility (CSR) is not only what stakeholders care about but also a strategic decision when companies run and build competitive advantages.This research through two stages including survey and experiment and then use regression analysis and ANOVA analysis to the following results:1.Classifying the corporate social responsibilities to “Altruism”,” Norms”, and “Balancing Needs”, for example, “The products’ price and instructions are both correct” belongs to “Norms”.2.Consumers’ CSR perception is higher in the companies doing CSR than those not. But the moderate effect of different type (“Altruism”,” Norms”, and “Balancing Needs”) doesn’t exist between CSR information and CSR perception.3.Consumers’ CSR perception positively affects Consumer-Company Identification.4.Consumer-Company Identification is a partial mediator between Consumers’ CSR perception and purchase intention.5.CSR support and ethical ideology moderate the relationship between Consumers’ CSR perception and Consumer-Company Identification. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 4第三節 研究流程 5第二章 文獻探討 8第一節 企業社會責任與企業社會倫理認知 8第二節 消費者-公司認同 18第三節 購買意願 21第四節 個人道德標準 23第五節 消費者對企業社會責任議題的支持 26第三章 企業社會責任類型之調查 28第一節 量表設計 28第二節 第一階段樣本結構 31第三節 企業社會責任議題分類結果 32第四章 第二階段研究結果與分析 38第一節 研究架構 39第二節 研究假設 40第三節 實驗設計 45第四節 實驗基本敘述統計 53第五節 實驗信度與效度分析 57第六節 實驗操弄檢定 58第七節 企業社會責任認知差異分析 64第八節 實驗中介效果 70第九節 實驗調節效果 73第十節 企業社會責任認知在受訪者背景的差異分析 76第五章 結論與建議 79第一節 研究結論 79第二節 研究貢獻 83第三節 管理與實務應用 84第四節 研究限制 87第五節 後續研究建議 88參考文獻 89附錄一 企業社會責任分類調查 100附錄二 利他型正向資訊問卷 104附錄三 利他型負向資訊問卷 108附錄四 利他型中立資訊問卷 112附錄五 規範型正向資訊問卷 116附錄六 規範型負向資訊問卷 120附錄七 規範型中立資訊問卷 124附錄八 平衡需求型正向資訊問卷 128附錄九 平衡需求型負向資訊問卷 132附錄十 平衡需求型中立資訊問卷 136 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098355034 | en_US |
| dc.subject (關鍵詞) | 企業社會責任 | zh_TW |
| dc.subject (關鍵詞) | 消費者－公司認同 | zh_TW |
| dc.subject (關鍵詞) | 企業社會責任議題支持 | zh_TW |
| dc.subject (關鍵詞) | 個人道德標準 | zh_TW |
| dc.subject (關鍵詞) | Corporate social responsibility | en_US |
| dc.subject (關鍵詞) | Consumer-Company Identification | en_US |
| dc.subject (關鍵詞) | CSR support | en_US |
| dc.subject (關鍵詞) | ethical ideology | en_US |
| dc.title (題名) | 以消費者-公司認同為中介變數探討企業社會責任認知與購買意願之關係 | zh_TW |
| dc.title (題名) | The effects of consumers` corporate social responsibility perceptions and purchase intention－consumer-company identification as mediator | en_US |
| dc.type (資料類型) | thesis | en |
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