壽險公司的社會責任活動與社會大眾的期待關聯性之研究

本研究旨在探討壽險公司從事的企業社會責任活動類型，以及社會大眾對此的期望程度。研究對象以國內前四大家保險公司進行調查，涵蓋員工、消費者、股東及投資人、合作夥伴（如通路、委外廠商和對外參與組織）、政府及主管機關、媒體及評比機構，以及社會與社區鄰里等不同利害關係人群，同時考慮了基本的人口背景變數。研究結果顯示，大多數民眾普遍認為各個議題非常重要或還算重要。在人口背景變數方面，婚姻狀況、年齡和教育程度對議題的顯著數量較多。已婚人士在議題認同度上較未婚人士更高。年齡較大的民眾普遍比年輕人更認同這些議題，但在少數議題（例如「參與各公會協會等組織，協助倡議永續議題」、「舉辦各種文藝活動，如寫生比賽、親子活動等」）中，中年人的認同度高於年長和年輕人。至於教育程度，不同學歷的民眾對議題的認同度有一定分散。高中職（含以下）學歷的民眾較關注職場機制的培育和完善、穩定的發展等項目，而碩士和博士學歷的民眾則更注重引進新科技、提高民眾風險意識以及投資永續發展產業等項目。

關鍵字

企業社會責任；社會大眾期待；保險公司

並列摘要

The purpose of this study is to investigate the types of corporate social responsibility (CSR) activities undertaken by life insurance companies and the level of expectation from the general public. The study focuses on the top four domestic life insurance companies and includes various stakeholders such as employees, consumers, shareholders and investors, partners (such as distribution channels, outsourced vendors, and external organizations), government and regulatory authorities, media and rating agencies, as well as the community and local neighborhoods. Basic demographic variables are taken into account. The research findings reveal that the majority of the public consider the various CSR issues to be highly important or moderately important. In terms of demographic variables, marital status, age, and education level have a significant impact on the perceived importance of the issues. Married individuals show a higher level of agreement on the CSR issues compared to unmarried individuals. Older individuals generally have a higher level of agreement with these issues compared to younger individuals, although in some specific issues (such as "participating in various associations and organizations to promote sustainable issues" and "organizing various cultural and artistic activities such as sketching competitions and parent-child activities"), middle-aged individuals show a higher level of agreement compared to both older and younger individuals. As for education level, there is a certain degree of dispersion in the perceived importance of the issues among different educational backgrounds. Individuals with a high school degree or below tend to focus more on fostering and improving workplace mechanisms and ensuring stable development, while those with a master's or doctoral degree place greater emphasis on introducing new technologies, raising public risk awareness, and investing in sustainable development industries.