為善如何讓人知？企業社會責任活動與訊息來源如何影響消費者態度？

How can Benevolence be Known? The Influence of CSR Programs and Information Sources on Consumer Attitudes?

楊達凱(Takai Yang) ； 田寒光(Hankuang Tien) ； 郭彥谷(Yenku Kuo)

《管理學報》 38卷4期 (2021/12) Pp. 563-588

https://doi.org/10.6504/JMBR.202112_38(4).0006

摘要

了解消費者如何對企業社會責任（CSR）活動產生特定回應對行銷人員來說是重要的，因為消費者對於企業從事CSR的懷疑會阻礙非市場策略的發展。本研究以訊息來源及知覺CSR真實性來預測消費者對於企業社會活動的回應。本研究以實驗設計法，共招募了335人參與實驗，並隨機分配參與者於2（CSR活動：機構型導向CSR與推廣型導向CSR）×2（訊息來源：行銷公關與廣告）的實驗情境中。研究發現CSR活動類型在搭配不同的資訊來源後會產生出差異化效果。更進一步來說，當企業進行機構型導向的CSR活動時，應搭配廣告之推廣方式；而推廣型導向的CSR活動則應該搭配行銷公關之推廣方式，能讓消費者產生出正面的態度。而知覺CSR真實性的中介效果分析可以為資訊來源及CSR活動之交互作用與消費者態度之關係做出解釋。本研究可以為CSR溝通提供重要的策略性意涵。

關鍵字

推廣型導向CSR ； 機構型導向CSR ； 知覺CSR真實性 ； 消費者態度

並列摘要

Consumers' suspicion of companies' corporate social responsibility (CSR) will hinder the development of nonmarket strategies; thus, marketers need to understand how consumers respond to CSR programs. Drawing on the persuasion knowledge model, this study used information sources and perceived CSR authenticity to explore consumers' response to CSR programs. Using an experimental design method, 335 people were recruited and randomly assigned to two (CSR programs: institutional-oriented CSR, promotional-oriented CSR) by two (information sources: marketing public relations, advertising) scenarios. The results suggest that there are differentiation effects of CSR programs when working with diverse information sources. Furthermore, to foster a positive attitude among consumers, the implementation of institutional-oriented CSR programs should be accompanied by advertising, while the promotional-oriented CSR programs should be accompanied by marketing public relations. The mediating effects of the perceived CSR authenticity can explain the relationship between the interaction effects of CSR programs, information source, and consumer attitude. The findings of this study provide important strategic insights into CSR communication.

並列關鍵字

promotional-oriented CSR ； institutional-oriented CSR ； perceived CSR authenticity ； consumer attitude

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