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題名 企業社會責任類型對消費者認知之影響-以調節焦點與構念階層為調節變數
Type of Corporate Social Responsibility Impact on Consumer Awareness - Regulatory Focus and Construal Level as Moderators作者 鄭佩蓉 貢獻者 張愛華
鄭佩蓉關鍵詞 企業社會責任
焦點調節
構念階層日期 2012 上傳時間 2-Sep-2013 15:15:02 (UTC+8) 摘要 企業的營運範圍越趨擴大也面臨更多的挑戰，除了做好基本的營運外，若能夠以消費者的觀點來實施企業社會責任，可能使在後續經營的成效更為卓越、永續。近來企業對於企業社會責任越趨重視，然而企業對社會責任的活動類型應如何選擇？應如何溝通？其效果是否與被溝通的對象之特性有關？仍有待釐清，本研究嘗試對這些問題加以探討，期能對企業的社會責任之策略選擇有所助益。 本研究透過預試的調查法以及兩階段的實驗法，共計發放766份問卷，並經由迴歸分析、變異數分析等方法得出下列研究結論：1.將企業社會責任歸類為興利型與除弊型兩類，其中興利型為積極提供對社會有益的福利；而除弊型為減少或避免在合法營運過程中對於社會造成的不利衝擊。2.當企業執行興利型的社會責任活動時，消費者對該企業的「社會責任認知」高於企業執行除弊型的社會責任活動時之認知。3.當企業社會責任活動為興利型時，不論何種調節焦點的消費者皆會對該企業有較高的社會責任認知。4.當企業社會責任活動為除弊型時，採用高構念階層溝通會使消費者對該企業的社會責任認知顯著高於採低構念階層溝通。5.當企業社會責任活動為除弊型時，CSR活動之溝通表達較為具體時，運用社會距離較遠的代言人時，將較社會距離近的代言人能使消費者有較佳的企業CSR形象認知。6.企業社會責任認知為企業社會責任類型(興利型、除弊型)與購買意願之關係的中介因子。 綜合研究結果，本研究建議企業應謹慎選擇企業社會責任類型，且應該選擇容易被消費者了解的溝通方式，才能有良好的企業社會責任認知。
Increasingly expanding the scope of business operations also face more challenges, in addition to doing the basic operations, but if the consumer`s point of view to be able to implement corporate social responsibility, may be more effective in subsequent operations excellence, and sustainable. Recently, enterprises are increasingly attach importance to corporate social responsibility,but which type of activities should be selected? How to communicate? Whether the effect of the characteristics of the object being to communicate about? Remains to be clarified, this study attempts to explore these issues, hoping for corporate social responsibility strategy selection helpful.This study pretest survey method and two-stage experiment, a total of 766 questionnaires were distributed, via regression analysis, variance analysis and other methods draw the following conclusions:1. Classified the corporate social responsibility into proactive and reactive types.Proactive type is active in providing socially useful benefits; while reactive type is to reduce or avoid the legitimate operation of the process of the adverse impact on society.2. When corporate social responsibility executive proactive type activities, the enterprises of consumers` awareness of social responsibility will better than when corporate social responsibility executive reactive type.3. When corporate social responsibility executive proactive type activities, regardless of consumers` regulatory focus will have a higher awareness of social responsibility for the enterprises than executive reactive type activities.4. When corporate social responsibility executive reactive type activities, with high construal level of communication, consumers will construct the social responsibility of the enterprise significantly higher than low construal level of communication. 5. When corporate social responsibility executive reactive type activities, and CSR activities express more specific, using the spokesperson`s social distance farther to consumers will have a better image of corporate CSR awareness than using the spokesperson`s social distance closer to consumers.6. CSR awareness of corporate social responsibility is CSR type (proactive type and reactive type) and purchase intention mediator.Based on the findings, this study suggests that companies should carefully select the type of corporate social responsibility, and should choose easily understood by consumers of communication, in order to have a good awareness of corporate social responsibility參考文獻 一、中文部分 林宜諄、高希均(2008)。企業社會責任入門手冊。台灣:天下文化出版。林怡萱(2011)。企業社會責任表現對消費者知覺及購買意向之研究。國立台灣中山大學公共事務管理研究所碩士論文。涂金堂(2011)。SPSS與量化研究。台北：五南文化出版馬慶玲(2011)。調節焦點影響廣告之研究。國立政治大學心理學研究所碩士論文。張懷予(2009)。企業社會責任與行銷溝通工具、企業特徵對購買態度影響之研究－以食品業為例。東吳大學國際經營與貿易學系碩士班國際企業組碩士論文。陳文姿(2011)。從企業社會責任與綠色智慧資本探討台灣銀行業的永續經營效益。國立東華大學企業管理學系碩士論文。簡以潔(2011)。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。國立政治大學企業管理學系碩士論文。二、外文部分Aaker, J. L., & Lee, A. Y. (2001). ‘I’ seek pleasures and ‘We’ avoid pain: The role of self-regulatory goal in information processing and persuasion. Journal of Consumer Research, 28 (1), 33-49.Aaker, J. L., & Maheswaran, D. (1997). 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國立政治大學
企業管理研究所
100355059
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100355059 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.author (Authors) 鄭佩蓉 zh_TW dc.creator (作者) 鄭佩蓉 zh_TW dc.date (日期) 2012 en_US dc.date.accessioned 2-Sep-2013 15:15:02 (UTC+8) - dc.date.available 2-Sep-2013 15:15:02 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2013 15:15:02 (UTC+8) - dc.identifier (Other Identifiers) G0100355059 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59222 - 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) 100355059 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 企業的營運範圍越趨擴大也面臨更多的挑戰，除了做好基本的營運外，若能夠以消費者的觀點來實施企業社會責任，可能使在後續經營的成效更為卓越、永續。近來企業對於企業社會責任越趨重視，然而企業對社會責任的活動類型應如何選擇？應如何溝通？其效果是否與被溝通的對象之特性有關？仍有待釐清，本研究嘗試對這些問題加以探討，期能對企業的社會責任之策略選擇有所助益。 本研究透過預試的調查法以及兩階段的實驗法，共計發放766份問卷，並經由迴歸分析、變異數分析等方法得出下列研究結論：1.將企業社會責任歸類為興利型與除弊型兩類，其中興利型為積極提供對社會有益的福利；而除弊型為減少或避免在合法營運過程中對於社會造成的不利衝擊。2.當企業執行興利型的社會責任活動時，消費者對該企業的「社會責任認知」高於企業執行除弊型的社會責任活動時之認知。3.當企業社會責任活動為興利型時，不論何種調節焦點的消費者皆會對該企業有較高的社會責任認知。4.當企業社會責任活動為除弊型時，採用高構念階層溝通會使消費者對該企業的社會責任認知顯著高於採低構念階層溝通。5.當企業社會責任活動為除弊型時，CSR活動之溝通表達較為具體時，運用社會距離較遠的代言人時，將較社會距離近的代言人能使消費者有較佳的企業CSR形象認知。6.企業社會責任認知為企業社會責任類型(興利型、除弊型)與購買意願之關係的中介因子。 綜合研究結果，本研究建議企業應謹慎選擇企業社會責任類型，且應該選擇容易被消費者了解的溝通方式，才能有良好的企業社會責任認知。 zh_TW dc.description.abstract (摘要) Increasingly expanding the scope of business operations also face more challenges, in addition to doing the basic operations, but if the consumer`s point of view to be able to implement corporate social responsibility, may be more effective in subsequent operations excellence, and sustainable. Recently, enterprises are increasingly attach importance to corporate social responsibility,but which type of activities should be selected? How to communicate? Whether the effect of the characteristics of the object being to communicate about? Remains to be clarified, this study attempts to explore these issues, hoping for corporate social responsibility strategy selection helpful.This study pretest survey method and two-stage experiment, a total of 766 questionnaires were distributed, via regression analysis, variance analysis and other methods draw the following conclusions:1. Classified the corporate social responsibility into proactive and reactive types.Proactive type is active in providing socially useful benefits; while reactive type is to reduce or avoid the legitimate operation of the process of the adverse impact on society.2. When corporate social responsibility executive proactive type activities, the enterprises of consumers` awareness of social responsibility will better than when corporate social responsibility executive reactive type.3. When corporate social responsibility executive proactive type activities, regardless of consumers` regulatory focus will have a higher awareness of social responsibility for the enterprises than executive reactive type activities.4. When corporate social responsibility executive reactive type activities, with high construal level of communication, consumers will construct the social responsibility of the enterprise significantly higher than low construal level of communication. 5. When corporate social responsibility executive reactive type activities, and CSR activities express more specific, using the spokesperson`s social distance farther to consumers will have a better image of corporate CSR awareness than using the spokesperson`s social distance closer to consumers.6. CSR awareness of corporate social responsibility is CSR type (proactive type and reactive type) and purchase intention mediator.Based on the findings, this study suggests that companies should carefully select the type of corporate social responsibility, and should choose easily understood by consumers of communication, in order to have a good awareness of corporate social responsibility en_US dc.description.tableofcontents 摘要 IAbstract II誌謝 III目錄 IV表目錄 VI圖目錄 VIII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 7第一節 企業社會責任概念之發展、定義與效益 7第二節 調節焦點 12第三節 構念階層理論(Construal level theory) 16第三章 研究假設與研究方法 21第一節 研究之觀念架構 21第二節 研究假設 223.2.1 實驗一假設 223.2.2 實驗二假設 24第三節 預試問卷設計 263.3.1 預試目的 263.3.2 樣本結構 263.3.3 預試問卷設計 293.3.4 預試問卷發放 303.3.5 預試問卷分析結果 30第四節 正式實驗設計 383.4.1 自變數與問卷情境之操弄 393.4.2 應變數 433.4.3 共變數 43第四章 研究結果與分析 45第一節 實驗一描述性統計 45第二節 實驗一信度分析 49第三節 實驗一操弄變數檢定 50第四節 實驗一假說檢定 51第五節 實驗一中介效果 55第六節 實驗二描述性統計 58第七節 實驗二信度分析 62第八節 實驗二操弄變數檢定 62第九節 實驗二假說檢定 66第十節 實驗二中介效果 73第十一節 假設檢定結果 77第五章 結論與建議 78第一節 研究結論 78第二節 研究貢獻 81第三節 管理與實務應用 82第四節 研究限制 85第五節 後續研究建議 86參考文獻 87附錄一 企業社會責任類型分類調查 93附錄二 企業社會責任活動溝通之消費者認知 95附錄三 強烈興利型CSR問卷 100附錄四 強烈除弊型CSR問卷 103附錄五 緩和興利型CSR問卷 106附錄六 緩和除弊型CSR問卷 109附錄七 興利型高構念階層社會距離遠問卷 112附錄八 興利型低構念階層社會距離近問卷 116附錄九 興利型高構念階層社會距離近問卷 120附錄十 興利型低構念階層社會距離遠問卷 124附錄十一 除弊型高構念階層社會距離遠問卷 128附錄十二 除弊型低構念階層社會距離近問卷 132附錄十三 除弊型高構念階層社會距離近問卷 136附錄十四 除弊型低構念階層社會距離遠問卷 140 zh_TW dc.format.extent 2276877 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100355059 en_US dc.subject (關鍵詞) 企業社會責任 zh_TW dc.subject (關鍵詞) 焦點調節 zh_TW dc.subject (關鍵詞) 構念階層 zh_TW dc.title (題名) 企業社會責任類型對消費者認知之影響-以調節焦點與構念階層為調節變數 zh_TW dc.title (題名) Type of Corporate Social Responsibility Impact on Consumer Awareness - Regulatory Focus and Construal Level as Moderators en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、中文部分 林宜諄、高希均(2008)。企業社會責任入門手冊。台灣:天下文化出版。林怡萱(2011)。企業社會責任表現對消費者知覺及購買意向之研究。國立台灣中山大學公共事務管理研究所碩士論文。涂金堂(2011)。SPSS與量化研究。台北：五南文化出版馬慶玲(2011)。調節焦點影響廣告之研究。國立政治大學心理學研究所碩士論文。張懷予(2009)。企業社會責任與行銷溝通工具、企業特徵對購買態度影響之研究－以食品業為例。東吳大學國際經營與貿易學系碩士班國際企業組碩士論文。陳文姿(2011)。從企業社會責任與綠色智慧資本探討台灣銀行業的永續經營效益。國立東華大學企業管理學系碩士論文。簡以潔(2011)。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。國立政治大學企業管理學系碩士論文。二、外文部分Aaker, J. 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