- 學位論文
知覺企業社會責任對動機、組織認同度與忠誠度關係的影響
The Impact of Perceived Corporate Social Responsibility on the Relationship Among Motivation, Organizational Identification, and Participation Loyalty
摘要
本研究架構引用自覺理論、期望理論、組織認同理論與信號理論，包含外部動機、內部動機、組織認同度、忠誠度、兩個知覺企業社會責任的構面(知覺商業實踐企業社會責任與知覺慈善性企業社會責任)，共同建立一個調節中介研究模型。抽樣資料來自台灣大型公益路跑活動參加者，透過隨機抽樣方式共獲得413份問卷回覆，並且以統計軟體SPSS及SEM-AMOS加上拔靴法檢驗所有研究假設內容。經過一系列統計分析，本研究確認知覺商業實踐企業社會責任和知覺慈善性企業社會責任都影響活動參與者對贊助組織的認同感與活動參與的忠誠度，但只有知覺商業實踐企業社會責任對參加者的外部動機與組織認同度具有調節作用，然後再影響外部動機與忠誠度之間的中介效果。本項研究結果揭露，當企業熱衷透過體育賽事活動從事企業社會責任時，唯有真正落實企業社會責任的實踐，才能吸引更多的人參加，並且鞏固參加者對活動的忠誠度。本研究的主要貢獻包括：1) 透過實證研究發展了一個調節中介模型，可運用在研究路跑參加者的態度與行為；2)組織認同的效應也可以發生在與該組織沒有直接經驗的人；3) 知覺商業實踐企業社會責任在動機、組織認同度與忠誠度之間的關係中具有調節中介作用。
並列摘要
Drawing from the self-determination theory, expectancy theory, organizational identification theory, and signaling theory, the research model investigates the relationships among extrinsic motivation, intrinsic motivation, identification with an event-sponsored organization, perceived business practice CSR and perceived philanthropic CSR. From data collected via survey questionnaires administered to a sample of 413 participants of philanthropic road-running events in Taiwan, all hypotheses are tested by using SPSS and SEM-AMOS with the bootstrapping technique. The results reveal that perceived business practice CSR moderates the relationship between extrinsic motivation and organizational identification, and then influence the mediating effect of organizational identification on the relationship between extrinsic motivation and participation loyalty. When an organization is passionate toward organizing marketing campaign events in the name of charity or public welfare, it must implement the reality of sound social responsibility in its business practice. The three major implications are 1) developing a moderated mediation model for road-running or other sporting events with adequate statistical support; 2) extending organizational identification to people who do not have direct experience with the organization; and 3) proposing a moderated mediation model with perceived business practice social responsibilities.