| 摘要: | 隨著全球化進程及科技迅速發展，企業為因應市場激烈競爭態勢，將採行多種策略創造效益，近年面對氣候變遷及金融海嘯等威脅，企業社會責任與永續發展已為全球公共議題，惟現今關於企業社會責任對消費者間之研究所知有限，缺乏以消費者角度探討分析；又日前發生毒奶、血汗工廠及山寨版日常用品等案，發覺現今消費者關心面向不僅以價錢為主，相關原料、品質、環保、服務或相關權益皆影響消費者購買行為及再購意願。本研究冀望藉由消費者直接制衡企業，規範企業於製程中除了遵守經濟及法律責任外，應善盡道德及自發責任；反之企業間接教育消費者之行為、認知及習慣，驅使企業全面落實社會責任，透過社會責任機制扮演正反角色，以創造業者與顧客雙贏局面。
本研究將分別探討不同種類之企業社會責任與消費者滿意度之關係，兼論消費者涉入程度干擾企業社會責任與消費者滿意度之影響。本研究共計發出900份問卷，有效問卷回收813份，有效問卷回收率為84.6%。研究結果顯示，企業執行社會責任與消費者滿意度成現正相關；研究結果亦發現，消費者涉入於強制性企業社會責任與消費者滿意度間並不產生干擾效果；惟涉入於志願性企業社會責任與消費者滿意度均產生顯著正向干擾效果，即研究表示消費者之個人、產品及情境因素之涉入程度越高，亦正向影響志願性企業社會責任與消費者之滿意度、再購傾向及忠誠度；本研究結論建議企業社會責任應與消費者採取互動溝通模式以達互相推引之效，並建立公正第三人之監督，維護企業社會責任之執行效果與真實性，又企業長期經營應採取策略性企業社會責任目標，以持久有效落實社會整合資源及責任分配之綜效。
With the rapid globalization progress and technology developments, enterprises are taking various strategies for benefits in confronting with severer market competition.Besides, in responding to the threats of climate changes and financial turbulence, Corporate Social Responsibility (hereinafter as CSR) and Sustainable Developments are becoming topics for global public discussions recently.Nevertheless, with the limitations on the studies between modern consumers and CSR, especially from consumers’ viewpoints, it is discerned that price is not minded by modern consumers, rather than raw materials, product quality, environment friendliness, services, or other rights and interests, which have influence upon the purchase behavior and re-purchase willingness of consumer.This study discovered that the consumer will balance against the enterprise directly by asking that the production process should be in compliance with economic customs or legal regulations. The enterprise, on the contrary, will fully implement its social responsibilities indirectly by educating the consumer behavior, cognition, and habits.
This study discussed the relationship between different CSR and consumer satisfaction, with the analysis to the impact of interference effect by consumer involvement levels and consumer satisfaction.Among the total 900 surveys, 813 copies were responded and validity ratio was 84.6%.This study showed that there was a positive relation between consumer satisfaction and CSR implementations, and in addition, there was no moderation effect between consumer satisfaction and consumer involvement to compulsory CSR.Due to the significantly positive relation between consumer satisfaction and voluntary CSR, it implied that the higher involvement levels of individual consumer, products and situational factors, the more positive influence on the relationship between voluntary CSR and consumer satisfaction, repurchasing willingness, and loyalty.The conclusions of this study suggested that the interactive communication approach between CSR and the consumer results in a mutually escalating influence. Moreover, establishment of impartial third party surveillance will insure the effects and validity of CSR implementations. Finally, the enterprise should focus on strategic CSR ends in its long-term operation for creating synergy of lasting effective integration on social resources and allocation of responsibilities. |
