企業社會責任近年來不論在學界或業界都備受重視。許多研究主張,企業社會責任是能夠為公司帶來顧客正面回應的行銷工具(如:正面口碑)。而多數的企業社會責任研究,都設定在中性的情境中。直至近年,部分學者投入負面情境的研究,並且證實當公司爆發醜聞時,消費者會對企業社會責任產生負面的態度。為了彌補學術缺口,本研究將探討當公司爆發負面新聞時,消費者態度形塑的過程,針對此過程,本研究針對消費者的懷疑態度以及歸因理論(消費者知覺公司從事企業社會責任的動機)做深入的探討。 另外,過去研究多半探討企業社會責任的單一策略對消費者態度的影響;本研究首先整理過去學者們探討的策略種類,主要可分為三大類:主動或被動投入企業社會責任、投入企業社會責任的時間長短、散佈企業社會責任資訊的管道。本研究整合此三大策略,發展出八個實驗情境,為2*2*2的搭配組合:主動或被動、長時間或短時間、內部管道或外部管道。透過此設計,本研究將建立一個完整的架構,評估企業在不同的策略組合下,對消費者態度造成的影響。 研究結果顯示,若公司長期地參與企業社會責任,即便在面臨危機時,消費者仍會傾向相信該公司是有道德的。然而,若公司在醜聞爆發後被動地投入企業社會責任,消費者則會將該公司歸類為較利己導向。再者,價值導向和消費者懷疑的態度呈現負相關,且會間接地引發消費者的正面態度;相反地,利己導向和消費者的懷疑態度呈現正相關,且會間接地導致消費者的負面態度。 綜觀本研究的貢獻,首先透過系統性的觀點分析企業社會責任,並且建立一個全面性的架構供學術界研究。對於實務界而言,本研究提供企業操作企業社會責任的參考依據,當危機發生時,幫助公司減緩消費者的負面聲浪。
Corporate social responsibility (CSR) has become trunk stream today. Much research suggests that CSR is a firm’s marketing instrument to stimulate positive consumer behavior such as positive word-of-mouth. Besides, most CSR research manipulates their studies in a neutral context. However, recent studies prove that consumers form negative attitude toward a firm facing irresponsibility allegation. To complete research in the CSR domain, this study focuses on the condition that a firm lapses into scandal and clarifies the intervening process driving consumers’ attitude toward that firm. To clarify the underlying process in a negative context, this research adopts concept of consumer skepticism and organizational motives consumers perceived (attribution theory). On the other hand, most of the previous literature investigates the effect of singular CSR strategy on consumer perception. This research integrates three CSR strategies, which are derived from previous literatures, to develop eight scenarios encompass 2 proactivity (proactive/reactive)* 2 length of time (longer/shorter)*2 communication sources (internal/external). The results indicate that consumers believe a firm has moral or ethical character, when it conducts long-term engagement strategy. However, if a company reactively involves in CSR initiatives, consumers will attribute that firm to have more egoistic-driven motives. On the other hand, values-driven attribution relates negatively to consumer skepticism and has positive impact on consumers’ positive attitude indirectly. On the contrary, egoistic-driven attribution relates positively to consumer skepticism and has negative influence on consumers’ positive attitude indirectly. This research investigates CSR strategy systematically and contributes theoretically by building a comprehensive model of CSR to provide an integrative research structure. In practice, this research provide corporate a manual to conduct CSR tactics that can buffer consumers’ negative attitude toward firms in a crisis.
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