企業社會責任與企業形象之關聯性研究

Study on the Relationship between Corporate Social Responsibility and Corporate Image

劉欣怡(Hsin-Yi Liu)

指導教授 ： 徐茂練

朝陽科技大學/管理學院/企業管理系/碩士(2013年)

摘要

近幾年來，企業社會責任（Corporate Social Responsibility：CSR）已成為世界各國企業皆在探討的議題。從過去許多研究可以發現，當企業履行企業社會責任時，將可助提升其企業形象，進而影響消費者的購買意願，社會責任成為受到普遍關注的重要課題。企業推動社會責任有不同的動機與行為，動機方面包括倫理考量、經濟財務面考量、企業名譽聲望考量，以及行為方面的強制性責任和志願性的行為，或是針對員工與針對外部的經濟與環境的行為；不同的社會責任動機與行為會對於企業形象產生哪些影響是值得關注的議題。本研究則分析速食業與零售業推行社會責任的執行內涵，比較不同企業是否著重於不同的社會責任動機與行為，並探討這些動機與行為是否對於各個企業形象構面產生不同的影響。依據分析的結果，本研究並針對社會責任與企業形象之間關連性的管理蘊涵加以討論，同時針對企業應如何規劃及推動社會責任以有效提升其企業形象提出具體的建議。

關鍵字

零售業 ； 速食業 ； 企業社會責任 ； 公司形象

並列摘要

In recent years, corporate social responsibility (CSR) has become a well discussed topic among corporations around the world. Many past studies found that corporate image could be enhanced when corporations fulfill their corporate social responsibility, and this in turn influences consumers’ purchase intention. Hence, social responsibility has become an important topic that arouses general concern. Corporations have different motivations and behaviors for promoting social responsibility. Motivations may include ethical consideration, economic and financial consideration, corporate reputation, while behaviors include compulsory duty and voluntary behaviors, or behaviors that aim at employees and those aim at external economy and environment. What impact does different CSR motivations and behaviors have on the corporate image is an issue that calls for our attention. Implementation of social responsibility in the fast food industry and retail industry was analyzed, and different corporations were compared to see if they have different emphasis on CSR motivations and behaviors. Moreover, it was also explored whether these motivations and behaviors have different impact on the corporate image of various corporations. Based on analysis of the results, the study also discussed the management implications of the relationship between social responsibility and corporate image, and proposed specific recommendations of how to plan and promote social responsibility in order to effectively enhance corporate image.

並列關鍵字

fast food industry ； corporate social responsibility ； corporate image ； retail industry

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