公共關係傳播媒介對企業形象建立之影響-以消費者知覺觀點

The Relationship between the Perceived Public Relations Media and Corporation Image-A Consumer’s Perspective

王潔妤(Chieh-Yu Wang)

指導教授 ： 蘇文斌

亞洲大學/管理學院/國際企業學系碩士班/碩士(2008年)

摘要

現代企業間的競爭趨勢，已不僅是追求利潤而已，目前的企業已逐漸重視在維護及提升企業形象上。擁有良好的企業形象，可促使企業更具競爭優勢及永續的發展，因此，建立良好的企業形象是企業基本的目標之一。而良好的企業形象之形成是需要長期的時間及資源的投入。欲建立良好的企業形象，企業可透過公共關係傳播媒介作為傳達訊息給消費大眾的工具，公共關係傳播媒介若運用得當，便能有效提升企業的形象，更可提升一般大眾對企業的好感及信任。
本研究旨在探討公共關係傳播媒介對企業形象建立之影響–以消費者知覺觀點，主要探討消費者對於企業形象的態度，以及企業藉由公共關係傳播媒介，是否能有效傳達訊息給消費者，並提升消費者對企業的信任及支持。
本研究採取問卷調查法，共計發放600份問卷，回收之有效問卷為579份，無效問卷為21份，有效問卷之回收率為96.5%，並透過因素分析、信度分析、單因子變異數分析(One way ANOVA)及迴歸分析等統計方法進行實證分析，經實證分析結果如下：
1.在不同人口統計變數之「教育程度」及「職業」上對消費者知覺皆具有顯著差異。
2.公共關係傳播媒介之「語言媒介」、「形象媒介」及「活動媒介」對消費者知覺之顧客信任具有顯著差異。
3.公共關係傳播媒介之「文字媒介」、「形象媒介」及「活動媒介」對消費者知覺之知覺感受具有顯著差異。

關鍵字

公共關係 ； 公共關係傳播媒介 ； 消費者知覺 ； 企業形象

並列摘要

The competitive trend among modern corporations does not only seek profits. Currently, corporations have gradually placed more emphasis on maintaining and enhancing corporate images. A good corporate image can promote a competitive edge for a corporation and sustainable development. Therefore, one of the basic goals of corporations is to establish a good corporate image. The formation of good corporate image requires long term devotion of time and resources. In order to establish a good corporate image, corporations can use public relations media to transmit information to the public. Good use of public relations media can effectively enhance corporate images, and can also elevate positive feelings and trust of the public toward the corporation.
This study seeks to explore the influence of public relations media on the establishment of corporate images. From the perspective of consumer perception, this study primarily explores the attitude of consumers regarding corporate images, and whether the corporate use of public relations media can effectively transmit signals to consumers and enhance consumers’ trust and support for corporations.
This study used questionnaires in its methodology. 600 questionnaires were released, 579 valid questionnaires were retrieved, 21 questionnaires were invalid; the rate of valid retrieval was 96.5%. Statistical methods such as factor analysis, reliability analysis, one way ANOVA, and regression analysis are used for empirical analysis. Results of the empirical analysis are as follows:
1.“Education” and “occupation” in demographic variables show a significant difference in consumer perceptions.
2.“Language media,” “image media,” and “activity media” in public relations media show a significant difference in consumer trust of consumer perceptions.
3.“Textual media,” “image media,” and “activity media” of public relations media shows a significant difference in perceived feelings of consumer perception.

並列關鍵字

Public Relations ； Public Relations Media ； Consumer Perception ； Corporate Image

參考文獻

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