企業社會責任與形象對員工留任意願之影響

近年來，社會大眾及企業逐漸意識到企業社會責任的重要性，因為在資訊發達的現況下，企業違反社會責任的案件就更容易被放大檢視並快速傳播。為此，企業承諾會持續遵守道德規範、為經濟發展貢獻，並改善員工及其家庭、社區、乃至於社會的生活品質。而企業形象則多來自民眾的主觀印象，主觀印象通常會受到企業所提供的產品、服務、實踐公益等活動的影響，因此無論是企業社會責任或企業形象都影響著社會大眾的觀感。本研究欲探討員工身為企業的一員是否會因為企業社會責任的實踐與企業形象的好壞，而影響員工的留任意願。本研究發放為期半個月的網路問卷，並將各題項設定為「必填」，藉此降低無效問卷的機率。總問卷發放共計289份，有效問卷為255份，有效回收率達88.23%。研究結果顯示，企業社會責任與企業形象皆會正向影響員工留任意願，尤其以企業社會責任子構面中的員工責任層面與留任意願的正向顯著關係最為強烈。而企業形象子構面中的企業聲譽層面與留任意願也最具有強烈的效果。藉此，本研究依據結果，提出企業應妥善規劃企業社會責任中的員工責任層面，並重視企業形象中之企業聲譽的影響力，兩者皆能有效提升員工的留任意願。

關鍵字

企業社會責任；企業形象；留任意願

並列摘要

In recent years, general public and enterprises gradually realize the importance of corporate social responsibility. With the current situation of information development, cases of corporate social responsibility violations are more easily magnified and quickly spread. Therefore, companies commit to follow ethic regulations and contribute to economics. Meanwhile, they promise to improve quality of life for employees and their families, communities and the society. In addition, corporate image mostly comes from the subjective impression of the public. It is usually affected by the products, services, and public welfare activities provided by the company. Hence, whether it is corporate social responsibility or corporate image affects the perception of the public. This study aims to explore whether implementation of corporate social responsibility and quality of corporate image will influence employees’ retention or not. In this study, online questionnaires were distributed over a half month and items were set to "required", thereby reducing the probability of invalid questionnaires. A total of 289 questionnaires were collected, and there were 255 valid questionnaires. An effective recovery rate reached to 88.23%. The results show that both corporate social responsibility and corporate image will positively affect employees' retention. Moreover, employee's responsibility has the strongest positive relationship with employees' retention among four sub factors of corporate social responsibility. Besides, corporate image also has the strongest positive relationship with employees' retention among three sub factors. Based on these results, Enterprises should properly plan the level of employee responsibility in corporate social responsibility, and put emphasis on the influence of corporate reputation in corporate image. Both of them can effectively enhance employee retention.