探討食安風暴後企業社會責任對消費者的影響

The Influences of Corporate Social Responsibility on Consumers through Food Safety Issues

劉姚伶(Yao-Ling Liu) ； 保里乃玲(Hori Nairei) ； 黃啟揚(Chi-Yang Huang) ； 溫武男(Wuu-Nan Uen) ； 王秀育(Shiu-Yu Wang)

《政策與人力管理》 8卷1期 (2017/06) Pp. 91-123

https://doi.org/10.29944/PPM.201706_8(1).0004

摘要

本研究主要探討在消費者面臨食品安全風暴後企業社會責任對消費者態度、品牌形象及品牌忠誠度之相關性。根據文獻探討及相關實證研究設計問卷。本研究採取便利取樣法，發放問卷400份，收回有效問卷359份，有效問卷回收率89.75%，問卷分析使用路徑分析及階層式迴歸等統計方法。結果顯示：食安風暴後，消費者對強制性及志願性之企業社會責任認同度提高。且消費者的態度改變，對食物的選購態度更嚴謹，以確保吃的安全及健康。消費者也更重視品牌形象，對發生食安問題廠商產生負面的品牌形象，消費者態度轉變為不願購買及不再推薦，並影響對該品牌的忠誠度。消費者態度在品牌形象與品牌忠誠度間具有部分中介的效果。食安風暴後企業社會責任對品牌形象與消費者態度之間的關係具有顯著的干擾作用；但企業社會責任對品牌形象與品牌忠誠度、消費者態度與品牌忠誠度之間並無干擾作用。食安風暴刺激全民的覺醒，使得消費者更重視社會企業責任，並且經由社群媒體網路的宣傳下展開對企業的防禦戰。企業除了在政府相關法規的規範下，採取企業社會責任的行動方案外，更需將企業社會責任融入企業文化中，讓企業社會責任真正發揮企業積極正面的意義。

關鍵字

食安風暴 ； 企業社會責任 ； 消費者態度 ； 品牌忠誠度 ； 品牌形象

並列摘要

The focus of this study lays on the influences of corporate social responsibility of consumer attitudes, brand image, and brand loyalty, and correlation among them after facing food safety issues. Based on literatures reviewed and previous researches, the convenient sampling method was used for collecting data, which 400 questionnaires issued and 359 valid were returned with rate of 87.95%. Path analysis and hierarchical regression analysis were employed for data analysis. Results indicated that consumers' perception on both mandatory and voluntary corporate social responsibility was emphasized. Consumers' attitude toward food purchasing has become more careful to ensure food safety and health. Brand image has also acquired more attention and purchasing or recommending food products were rejected with negative brand image, thus influencing the brand loyalty. The results showed that positive correlation was discovered between brand trust and brand loyalty. Consumer attitudes displayed mediation effect between brand image and brand royalty. Corporate social responsibility displayed interference effect between brand image and consumer attitudes after food safety issues, but not between brand image and brand royalty, consumer attitudes and brand loyalty. Food safety issues awakening consumers to pay more attention on corporate social responsibility and trigger consumers to defend via the promotion of social media networks. Therefore, industries must take actions to develop strategies in comply with laws and regulations while incorporating such responsibilities into their own corporate culture and develop positive meaning for such actions.

並列關鍵字

Food Safety Issues ； Corporate Social Responsibility ； Consumer Attitudes ； Brand Loyalty ； Brand Image