企業社會責任/不負社會責任經由情感信任與計算信任對合作意願之影響

The Effects of Corporate Social Responsibility/Irresponsibility on Willingness to Cooperate through Affective Trust and Calculative Trust

王子瑄(Tzu-Hsuan Wang)

指導教授 ： 張雍昇

共同指導教授 ： 趙慕芬

淡江大學/商管學院/企業管理學系碩士班/碩士(2022年)

https://doi.org/10.6846/TKU.2022.00007

摘要

隨著環境及社會議題逐漸受到人們重視，聯合國於 2015 年提出 17 項永續發展指標，期望
能保護環境及確保人類福祉的同時，促進經濟繁榮。因此，企業所謂成功的經營不再只是以營
利為目的，企業社會責任也成為企業與合作夥伴之間互相檢視的重要指標。然而，企業社會責
任並沒有絕對的標準及規範，近年逐漸延伸出企業不負社會責任之概念與相關研究，並將研究
範圍逐漸擴大到 B2B 市場，探討其對企業之間合作意願是否有影響。其中，信任便是建立彼
此關係的基礎，且情感信任與計算信任基於感性與理性的不同，會藉由主觀及客觀的心理層面，
來影響對企業的認知，以及雙方合作的意願。
本研究主要探討企業社會責任及企業不負社會責任對合作意願之影響，並探討情感信任與
計算信任所扮演之角色。本研究採用網路問卷調查方式蒐集資料，共回收 215 份有效問卷，有
效問卷回收率為 91.88%，並用 SPSS 統計軟體進行資料分析。研究結果顯示，本研究之研究假
設均獲得支持。除了驗證過去研究，也整理且增加了企業社會責任、企業不負社會責任、情感
信任、計算信任、合作意願等相關文獻，並提出研究限制與未來方向。

關鍵字

企業社會責任 ； 企業不負社會責任 ； 情感信任 ； 計算信任 ； 合作意願

並列摘要

As environmental and social issues have gradually gained attention, the United Nations proposed 17 sustainable development goals in 2015, which are expected to promote economic prosperity while protecting the environment and ensuring human welfare. Therefore, the so-called successful operation of enterprises is no longer only for-profit, and corporate social responsibility has also become an important indicator for mutual inspection between enterprises and cooperation partners. However, there is no standard and specification for corporate social responsibility. In recent years, the concept and related research of corporate social irresponsibility has gradually been extended, and the research scope has been gradually expanded to the B2B market to discuss whether it affects the willingness of enterprises to cooperate. Among them, trust is the basis for establishing mutual relationships, and affective trust and calculative trust are based on the difference between emotional and rational. Trust will affect the perception of enterprises and the willingness to cooperation through subjective and objective psychology.
This study mainly suggests the effects of corporate social responsibility and corporate social irresponsibility on willingness to cooperate, and discuss the role of affective trust and calculative trust. In this study, a total of 215 valid questionnaires were collected through online survey, and the effective questionnaire recovery rate was 91.88%, and SPSS statistical software was used for data analysis. The results of the study show that the hypotheses of this study are all supported. In addition to verifying past research, it also organizes and adds relevant literature on corporate social responsibility, corporate social irresponsibility, affective trust, calculative trust, and willingness to cooperate. Research limitations and future research directions are also proposed in the study.

並列關鍵字

Corporate Social Responsibility ； Corporate Social Irresponsibility ； Affective Trust ； Calculative Trust ； Willingness to Cooperate

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