企業形象與社會責任形象一致性對支持企業之影響

Image toward Social Responsibility Behavior and Corporate Image on the Effects of Supporting the Enterprise

曾義明(Yi-Ming Tseng) ； 陳奎彣(Kuei-Wun Chen)

《企業管理學報》 66期 (2005/09) Pp. 133-157

摘要

企業為了獲取更多的消費者認同，便將社會責任(SR)視為新的競爭策略。在國外的研究中已經指出，SR策略的實行不但對社會大眾有利，對企業本身也有優點。本研究主要所要探討的主題有二；第一，討論支持SR對支持企業的影響，並且加入SR形象／企業形象一致性為干擾變數，探討對支持企業的交互影響，第二，討論支持企業對品牌偏好與購買意圖的影響。結論指出當消費者認為企業所進行的公益活動對社會是有正面的幫助時，消費者會認定企業具備社會倫理與良心。同樣的也證實SR形象／企業形象一致性增加支持SR對支持企業的影響。當企業能有效地實行SR策略並且謹慎設計SR形象與企業形象一致性的活動時，便能為企業創造更多的利益並且能與消費者維持長久的關係。最後依據研究發現歸納成結論與建議，以供企業及後續研究之參考。

關鍵字

社會責任行為 ； 社會責任 ； 企業形象

並列摘要

Many Enterprises have now regarded the social responsibility (SR) strategy as the new competitive strategy. The implementation of SR strategy is not only beneficial to the enterprises themselves but also to the public. This research discusses the following two key points; First, exploring the effects of social responsibility behavior and image consistency on supporting the enterprise. Second, the effects of supporting the enterprise on brand preference and purchase intention. Results show that when consumers prefer the SRB sponsored by the enterprises, enterprises will be regarded to be ethical and conscientious, and the consistency of corporate image and image toward the SRB also help to heighten the cognition of supporting the enterprise. Consumers will be more interested in the enterprises' product because of its SRB. At last some suggestions are provided for further research and practical applications.

並列關鍵字

social responsibility behavior ； social responsibility ； corporate image

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