企業社會責任與組織人才吸引力之關聯：企業形象的中介效果

CSR Practices and Organizational Attractiveness: The Mediating Effect of Corporate Image

張文菁 ； 楊子賢

《勞資關係論叢》 19卷1期 (2017/06) Pp. 1-23

摘要

以往在企業社會責任與企業形象相關研究，多著重在消費者滿意度及購買意願，抑或著重組織內部績效的討論。但卻顯少探討組織人才吸引力的關聯。因此，本研究以組織人才吸引力為研究目標，以利害關係人觀點為基礎，探討企業社會責任作為及企業形象之相關。並加以檢驗企業在落實企業社會責任作為，能否有助於企業形象的建立，進而達到提高組織人才吸引力的目標。本研究以中部某大學四年級與研究生為樣本對象，回收446份有效問卷，有效回收率達89.91%。研究發現，企業社會責任作為對企業形象有顯著正相關，特別是顧客導向、投資人導向、環境導向與社區導向四種；企業形象對組織人才吸引力有顯著正相關；企業形象亦具有中介企業社會責任與組織人才吸引力關係之效果。根據本研究結果，企業應落實企業社會責任作為，以有效形塑企業形象，進而提升組織人才吸引力。最後，本研究亦根據研究結果提出相關討論與建議。

關鍵字

企業社會責任作為 ； 企業形象 ； 組織人才吸引力

並列摘要

In the past most of the corporate social responsibility (CSR) and corporate image researches focused on the relationships with customer satisfaction and purchase intention, or organizational performance, but seldom considered of the relationship with organizational attractiveness. Based on 446 valid questionnaires answering by undergraduate and graduate students in central Taiwan, this study intended to investigate the relationships among organizational attractiveness, CSR practices, and corporate image. The research results revealed a significantly positive correlation between CSR practices (customer, investors, communities, and environment) and corporate image, a significantly positive correlation between CSR practices and organizational attractiveness, and the mediating effect of corporate image on the relationship between CSR practices and organizational attractiveness. According to the results of this study, we suggested that enterprises should implement CSR practices in order to enhance the corporate image, and furthermore to increase organizational attractiveness. Conclusion and suggestions based on the research findings were discussed and could be used as a reference for future research.

並列關鍵字

Corporate social responsibility practices ； Corporate image ； Organizational attractiveness