企業社會責任對信任度及購買意圖之關係研究

Abstract

隨著網際網路的普及，上網已成為人們生活中的一部分，進而推動了電子商務的蓬勃發展。而線上購物的不確定性使信任度在電子商務環境中尤為重要，眾多的研究亦證實了消費者對網站的信任度會正向影響其線上購買意圖，信任度的重要性已普遍獲得認同。近年來眾多學者投入心力探索信任度的前置因子，其中眾多因子皆明顯地與企業的社會責任導向有部分重疊，卻鮮少有將企業社會責任視為信任度前置因子的實證研究；而企業社會責任在近年來已逐漸發展為經營管理上的工具，對企業帶來之優勢雖已累積豐富的文獻，在網路環境中卻仍未受到重視。因此，在線上購物逐漸成為重要消費管道的今日，本研究提出知覺企業社會責任、信任度、及購買意圖三者間關係之研究模型，認為消費者的知覺企業社會責任對其信任度具有正向之影響，並進而影響其購買意圖。 經本研究之實證研究，證實消費者知覺企業的社會責任水準會透過正向影響其信任度，進而影響消費者對該電子商務企業之購買意圖；因此，當電子商務企業之管理者在擬定策略時，應同時將企業社會責任活動納入考量。而在企業社會責任之構面中，又以消費者構面對信任度造成之影響最為顯著，其次為環境構面，最後為員工構面，但上述三個構面在已控制其他兩構面之影響後，對信任度之影響效果仍達顯著，表示企業不應忽視任何一項。此外，分析結果亦顯示在消費者眼中，現今電子商務的企業社會責任表現普通，甚至在環境相關議題上是稍微偏於負面的；相較之下信任度整體表現較好，與企業能力相關議題之信任度最高，而對於企業是否會在乎消費者的利益，受測者的態度反而較為保留。

With the popularity of the Internet, surfing the Internet has become part of people’s lives, which also facilitated the vigorous development of e-commerce. Uncertainty of online shopping makes trust particularly important in e-commerce environment, and numerous studies have confirmed that consumer’s trust toward an online retailer will positively influence their online purchase intention. The importance of trust has been generally recognized. Scholars have found several determinants of trust these years, and some of the determinants’ definitions obviously overlap the concept of corporate social responsibility (CSR). However, few of empirical studies treat corporate social responsibility as trust’s determinant. On the other hand, corporate social responsibility initiate has gradually developed as a management tool in recent years. While the advantages of corporate social responsibility initiate have accumulated a wealth of literatures, it has yet to be taken seriously in e-commerce environment. Therefore, a theoretical framework is raised, which argues that consumers’ perceived corporate social responsibility will positively influence their trust on certain online retailer, and further affect their purchase intention. Through the empirical study, trust is confirmed to have a significant mediation effect among consumer’s perceived corporate social responsibility and their purchase intention toward an e-commerce company. Showing that corporate social responsibility initiate should be taken into consideration when formulating strategies in e-commerce enterprises. In addition, within the dimensions of corporate social responsibility, consumer dimension causes most significant effect on trust, followed by the environment dimension, and the final is employee dimension. Noted that each of the dimension has significant impact on trust when the others’ effect are under control, indicating that corporate should not neglect any of them. Furthermore, the results show that current e-commerce enterprises have an ordinary social responsibility performance in consumers’ perspective, even slightly biased towards the negative side in environment-related issues. Most trust issues, by contrast, gets good evaluation, especially on the enterprise competence-related issues.