企業社會責任、企業形象、行銷策略及社會支持對組織吸引力影響之研究

Investigating the Influence of Corporate Social Responsibility, Corporate Image, Marketing Strategy, and Social Support on Organizational Attractiveness

涂時敏(Shih-Min Tu)

指導教授 ： 蔡明智

義守大學/管理學院/管理碩博士班/碩士(2019年)

摘要

隨著國內外經濟環境的改變，國軍正面臨國防轉型和組織調整的問題，它必須運用各種多元管道，才能順應時代與觀念的變遷。本研究為量化研究，採問卷調查法，研究對象為具有轉服志願士兵資格之義務常備兵。以國軍的企業社會責任、企業形象、行銷策略及社會支持為自變項，以國軍的組織吸引力為依變項。經由敘述性統計、因素分析、信度分析、相關分析、迴歸分析及變異數分析等方法，進行資料分析，研究成果顯示：
1.國軍的企業形象對國軍的組織吸引力呈部份正向影響，其中社會印象對工作環境呈正向影響，組織印象對職涯發展呈正向影響。
2.國軍的行銷策略對國軍的組織吸引力呈部份正向影響，其中產品策略與通路策略對工作環境呈正向影響，產品策略對職涯發展呈正向影響。
3.社會支持對國軍的組織吸引力呈部份正向影響，家人支持對工作環境呈正向影響。
國軍人才招募除了著重在生涯願景與薪資待遇、人才培育與證照獲得及福利待遇與退撫措施外，應可從承擔與推動企業社會責任、改變與提升企業形象，創新與推廣行銷策略，並促進與獲得役男家人的社會支持，進而提升國軍整體的組織吸引力。

關鍵字

企業社會責任 ； 企業形象 ； 行銷策略 ； 社會支持 ； 組織吸引力

並列摘要

With the changes of international economic environment, the Army is facing the problem of national defense transformation and organizational adjustment, it is necessary to use various channels to adapt to the changes of the times and concepts. This study is based on quantitative research, using questionnaires; the research objects are obligation soldiers who are qualified as reserve volunteer soldiers. The corporate social responsibility, corporate image, marketing strategy, and social support are used as independent variables, organizational attractiveness as dependent variable. Data is analyzed by means of descriptive statistics, factor analysis, reliability analysis, correlation analysis, regression analysis, and analysis of variance. Results reveal:
1. The corporate image of army has a partly positive impact on its organizational attractiveness. Among them, the social impression of army has a positive impact on its work environment, and its organizational impression has a positive impact on its career development.
2. The marketing strategy of army has a partly positive impact on its organizational attractiveness. Among them, army's product strategy and channel strategy has a positive impact on its work environment, and its product strategy has a positive impact on its career development.
3. Social support has a partly positive impact on army's organizational attractiveness. Among them, support from family and friends has a positive impact on army's work environment.
To enhance the army recruitment, in addition to focusing on career vision and salary, talent cultivation and license acquisition, and welfare treatment and measures of retreat, army should continue to undertake and promote corporate social responsibility, change and enhance corporate image, innovate and promote marketing strategies, and promote social support to soldiers from their relatives, thereby enhancing the overall organizational attraction of army.

並列關鍵字

Corporate Social Responsibility ； Corporate Image ； Marketing Strategy ； Social Support ； Organizational Attraction

參考文獻

一、中文部份

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