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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 劉怡靖(Yi-Ching Liu) | |
| dc.contributor.author | Yu-Ching Huang | en |
| dc.contributor.author | 黃宇晴 | zh_TW |
| dc.date.accessioned | 2021-06-07T17:33:05Z | - |
| dc.date.copyright | 2020-07-20 | |
| dc.date.issued | 2020 | |
| dc.date.submitted | 2020-07-02 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/15344 | - |
| dc.description.abstract | 企業從事企業社會責任所創造的正面效果，是學術領域與實務界長期以來持續探討的議題，而企業社會責任與招募之間的連結，亦是受到關注的方向之一。本研究針對企業的不同動機，區分「自利性」與「非自利性」兩種企業社會責任活動，並聚焦於企業向大眾溝通、宣傳企業社會責任時所傳遞的訊息，比較這些訊息對企業形象造成之影響，另外，也同時探討訊息接收者身分、訊息來源管道是否會影響訊息與企業形象間的關係。 本研究以多因子情境實驗進行資料蒐集，共蒐集502份有效樣本。研究結果顯示，非自利性的CSR訊息如企業在社會公益方面的投入，相較於自利性的CSR訊息如員工關懷，可使企業獲得較正面的企業形象。此外，訊息來源自非公司管道如媒體報導的CSR訊息，相較於來自公司管道如公司官網的CSR訊息，可使企業形象更佳。 | zh_TW |
| dc.description.abstract | The positive effects generated by corporate social responsibility is a topic that has been continuously discussed in both academia and industry for a long time. Furthermore, the relationship between corporate social responsibility and recruitment is one of the new research domains. This study aims to distinguish between self-interested and non-self-interested CSR activities according to the different motives of enterprises. By focusing on the messages delivered by the enterprises when communicating and promoting CSR, this study discusses the effect of self-interested and non-self-interested CSR messages on corporate image. Additionally, this study also examines the moderation role of message recipient and message source. A factorial experiment design was employed and a total of 502 effective samples were collected. The result showed that non-self-interested CSR messages, such as participating in social activities, would create a more positive corporate image comparing to self-interested CSR messages, such as fulfilling employees’ needs. Furthermore, CSR messages from non-corporate source like media, would generate a more positive corporate image comparing to messages from corporate source like company's official website. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-07T17:33:05Z (GMT). No. of bitstreams: 1 U0001-3006202016371800.pdf: 2288485 bytes, checksum: f8d24df4a94682293e69c2dddadbb0c3 (MD5) Previous issue date: 2020 | en |
| dc.description.tableofcontents | 中文摘要 i Abstract ii 目錄 iii 圖目錄 iv 表目錄 iv 第一章 緒論 1 第一節 研究背景與研究動機 1 第二節 研究目的與研究貢獻 4 第二章 文獻探討與研究假設 6 第一節 企業社會責任的起源與類別 6 第二節 企業社會責任、企業聲譽與企業形象 9 第三節 訊息接收者身分 12 第四節 訊息來源管道 14 第三章 研究方法 16 第一節 前測 16 第二節 研究樣本 17 第三節 研究程序 19 第四節 研究工具 21 第四章 研究結果 22 第一節 操弄檢定 22 第二節 假設檢驗 23 第三節 小結 32 第五章 討論與結論 33 第一節 研究結果討論 33 第二節 研究限制與未來研究建議 35 第三節 結論 36 參考文獻 37 附錄 42 附錄一 招募文宣 42 附錄二 企業社會責任訊息內容之操弄 43 | |
| dc.language.iso | zh-TW | |
| dc.subject | 實驗法 | zh_TW |
| dc.subject | 自利 | zh_TW |
| dc.subject | 訊息接收者 | zh_TW |
| dc.subject | 企業社會責任 | zh_TW |
| dc.subject | 訊息來源 | zh_TW |
| dc.subject | 企業形象 | zh_TW |
| dc.subject | Corporate social responsibility | en |
| dc.subject | Experimental methods | en |
| dc.subject | Self-interested | en |
| dc.subject | Message source | en |
| dc.subject | Message recipient | en |
| dc.subject | Corporate image | en |
| dc.subject | CSR | en |
| dc.title | 自利性企業社會責任訊息對企業形象之影響──訊息接收者與訊息來源的調節效果 | zh_TW |
| dc.title | The Effect of Self-interested Corporate Social Responsibility Messages on Corporate Image: The Moderation Role of Message Recipient and Source | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 108-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳瑀屏(Yu-Ping Chen),葉穎蓉(Ying-Jung Yeh) | |
| dc.subject.keyword | 企業社會責任,企業形象,訊息接收者,訊息來源,自利,實驗法, | zh_TW |
| dc.subject.keyword | Corporate social responsibility,CSR,Corporate image,Message recipient,Message source,Self-interested,Experimental methods, | en |
| dc.relation.page | 45 | |
| dc.identifier.doi | 10.6342/NTU202001215 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2020-07-02 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| 顯示於系所單位： | 商學研究所 | |
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