企業社會責任對組織吸引力的影響

Abstract

企業社會責任逐漸受到重視，在實務界中主要受到外部壓力驅動，在學術界中則經歷了多個時期的研究焦點轉變，其中針對企業社會責任與人力招募的研究數量仍較少，且多於歐美國家進行，然而文化在其中扮演了重要角色。為了瞭解在國內企業社會責任如何影響組織吸引力，本研究以虛擬公司個案讓參與者回答其組織吸引力，個案描寫與問卷設計，乃參考Evans and Davis (2011)、Maignan and Ferrell (2000)等人之研究，而量表的設計基礎則是Carroll (1979)所提出的四種企業社會責任類型，包括經濟責任、法律責任、道德責任，以及自發性責任，此外也納入Clarkson (1995)、Donaldson and Preston (1995)提出的利害關係人理論。本研究假設四種類型的企業社會責任皆會正向影響組織吸引力，且不同類型的企業社會責任對組織吸引力的影響程度不同。研究結果支持所有假說，且自發性責任與法律責任對組織吸引力的影響較大。

Corporate social responsibility has been attracting increasing attention in both academic society and industry practice. In practices, corporate social responsibility is mainly motivated by external pressure. Corporate social responsibility has also gone through multiple stages in academic society. The number of researches on relationship between corporate social responsibility and recruitment remains limited, and most of the researches were conducted in American and European countries. However, culture plays a critical role here. In order to understand how corporate social responsibility affect organizational attractiveness in Taiwan, this research designed a hypothetical case for participants to evaluate its organizational attractiveness. The case was adapted from Evans and Davis (2011) and Maignan and Ferrell (2000). The theories behind this case are the three dimension model of Carroll (1979) and the stakeholder theory of Clarkson (1995) and Donaldson and Preston (1995). The hopotheses in this research are (1) All kinds of corporate social responsibility positively affect organizational attractiveness and (2) There are differences in the effect between different types of corporate social responsibility. Analysis supported all the hypotheses. In addition, the effect of discretionary responsibility and legal responsibility are stronger than others.