城市發展對消費者責任消費中介效果之研究—以中國為例

The Mediation Effect of Urban Development to Responsible Consumption in China

黃韋潔(Wei-Chieh Huang)

指導教授 ： 許文忠

國立暨南國際大學/管理學院/國際企業學系/碩士(2014年)

https://doi.org/10.6837/NCNU.2014.00333

摘要

企業社會責任成為現今廣為討論之議題，但多半聚焦於企業面，由消費者面探討企業社會責任之研究仍相當缺乏，且尚未有研究以城市發展程度探討企業社會責任的相關研究。有鑑於此，本研究欲進一步了解不同發展程度的城市之消費者的責任消費行為，提出下列幾項研究目的：(1)了解中國消費者對企業社會責任的關注面向、購買態度與支付意願；(2)探討不同發展程度城市之消費者對企業社會責任的關注面向、購買態度與支付意願；(3)研究消費者所在之城市的發展程度是否在消費者關注社會責任、購買態度與支付意願之間有中介效果；(4)以上述目的進行推論並補充責任消費及城市分群等學術資料的不足及提供企業參考。
研究以問卷調查方式對中國北京、廣州、上海三個一線城市與武漢、成都、瀋陽三個二線城市，共六大城市進行樣本收集，有效樣本3004份。研究發現，中國大多數消費者對企業社會責任訊息關注程度及責任消費意向上是關心與贊同的，尤其是和自身權益有關的訊息，而當消費者企業社會責任訊息關注度及責任消費意向提升，責任產品支付意願會提高。此外，經由中介檢定得知城市發展程度在消費者對於社會企業責任訊息關注程度與責任產品支付意願間並無中介效果，但在責任消費意願與責任產品支付意願上有部分中介效果。最後本研究建議企業可考慮適當對消費者傳達所進行的CSR相關活動訊息，政府亦可利用教育以及媒體等方式教導民眾企業社會責任方面知識，同時鼓勵企業履行CSR、消費者運用自身的購買力進行責任消費。

關鍵字

企業社會責任 ； 責任消費 ； 城市發展

並列摘要

Corporate Social Responsibility has become widely discussed today, but almost focused on the enterprise side. Discussion by the consumer side of corporate social responsibility is still lack, and no research have studied corporate social responsibility by the development of urban. Therefore, this study aims to understand the consumer behavior of responsible consumption in different development levels urban, and proposed the following purposes: (1) understand China consumers' concern for corporate social responsibility, buying attitudes and willingness to pay; (2) to explore consumers’ concerning type, buying attitudes and willingness to pay of corporate social responsibility in different development degree cities; (3) study if the city where consumers are with different development degree has mediating effect between willingness to pay and social responsibility concern or buying attitudes; (4) based on the above purpose to find an answer and then provide more information of responsible consumption and urban clustering for academic and business.

In this study, questionnaire survey is used as a method to gather samples from Beijing, Guangzhou, Shanghai which is first-class cities and Wuhan, Chengdu, Shenyang three second-class cities, finally there are 3004 effective samples. The results showed that most Chinese consumers are concerned about corporate social responsibility message, and agree with responsible consumption, especially which is related with themselves. Willingness to pay for a responsible product will increase when a consumer concern more about corporate social responsibility message or when they enhance the intention of responsible consumption. In addition, we can know that degree of development of city has no intermediary effect between consumer’s concerning degree of corporate social responsibility messages and willingness to pay for responsible product, but do shows some effect between intention of responsible consumption and willingness to pay for responsible product. At last, this study suggest that companies can consider to let their consumers know what CSR activities they had participated. Government can also use education system and media or other ways to teach public the knowledge of corporate social responsibility, also encourage enterprises to fulfill CSR, consumers use their purchasing power to do responsible consumption.

並列關鍵字

Corporate Social Responsibility ； responsible consumption ； urban development

參考文獻

【中文部分】

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