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標題: | 不同國家對企業社會責任的消費者感知度調查 ─ 以台灣、馬來西亞、美國、阿根廷為例 Consumer Perception of Corporate Social Responsibility (CSR) in Different Countries – Take Taiwan, Malaysia, the United States, and Argentina for example |
作者: | 李哲柔 Che-Jou Lee |
指導教授: | 陳瑀屏 Yu-Ping Chen |
關鍵字: | 企業社會責任(CSR),消費者認知,購買意願, Corporate social responsibility (CSR),consumer perception,purchase intention, |
出版年 : | 2024 |
學位: | 碩士 |
摘要: | 摘要
隨著企業社會責任(CSR)理念越來越受到重視,許多跨國企業(MNE)開始將CSR工作落實到營運中,然而鮮少有證據顯示消費者對跨國公司企業在社會責任營運的感知度與公司所付出之努力是吻合的。過去的研究顯示初:企業每年公告的社會企業責任年度報告可能不足以完整傳達給消費者,且過去有研究針對美國和歐洲國家之間的消費者認知差異進行調查,但過去文獻上缺乏了與亞洲國家之比較。本研究旨在更深入了解所選取的四個國家之消費者對跨國公司和特定公司在社會企業責任項目上的看法(所選定的國家為中華民國、美國、馬來西亞和阿根廷,所選定的公司是微軟公司和蘋果公司);此外,本研究也分析了企業社會責任子項與消費者購買意願和成功企業社會責任形象之間的關係。 為了衡量四個國家的消費者對跨國企業以及微軟、蘋果等特定公司企業社會責任項目的看法,首先生成了研究模型並採用量化研究方法的問卷,並在線上在四個國家分發;為了確保受訪者是在共同的基本認知下填答,問卷中提供了相關CSR項目資訊。蒐集完問卷資料後,採用EXCEL和軟體程式進行分析。 結果顯示:儘管微軟和蘋果每年都會發布企業社會責任報告,但大多數受試者對微軟和蘋果的企業社會責任項目的認知仍不清楚;大多數受試者對微軟、蘋果等跨國企業的大部分企業社會責任工作持正面態度;然而,對蘋果企業社會責任工作的感知度分歧比微軟更為明顯;四個國家的消費者對企業社會責任的看法也有差異;收入、企業社會責任意識和環境層面是影響購買意願的最相關之因素;勞工權利和環境方面是影響消費者對蘋果和微軟成功企業社會責任公司形象的兩個主要面向,同時本文依據結果提出相關管理建議。 關鍵字:企業社會責任(CSR)、消費者認知、購買意願 Abstract As the Corporate Social Responsibility (CSR) concept being more and more emphasized, many Multinational Enterprises (MNEs) started to put the CSR work in operations. However, little evidence shows that consumer perception toward the MNEs’ CSR works is aligned with the companies’ effort. Past research has shown the annual report might not be enough, and that consumer perception difference was tested between U.S.A-European countries, but there was a lack of comparison with Asian countries. This study aims at digging more into consumer perception in four countries towards MNEs in general and in specific companies. The selected countries are Republic of China, U.S.A, Malaysia, and Argentina. The chosen specific companies are Microsoft Company and Apple Company. Moreover, this study analyzes the relationship between CSR sub-categories and purchase willingness among consumers. In order to measure consumer perception in four countries on CSR works of MNEs and specific companies as Microsoft and Apple, the first step was to generate a model and adopts quantitative method. Questionnaire was adopted for quantitative method and was distributed online in four countries. Related CSR work information is provided within the link for respondents to answer under common basic understanding. After data collection, analysis was performed through EXCEL and software program. The results show that most of the respondents had an ambiguous understanding toward the CSR work that Microsoft and Apple perform even with these two companies generating CSR reports yearly. Most of the respondents have positive agreement towards the majority of CSR works in MNEs and individual companies of Microsoft and Apple. However, disagreement and diverged agreements towards Apple’s CSR work is shown more than Microsoft. Differences of CSR consumer perception are also found within four countries. Income, awareness of CSR, and environmental aspects are the factors found to have highest relation versus the purchase intention generation. Labor rights and environmental aspects are the two major aspects that lead to consumer perception of successful CSR company image on Apple and Microsoft. Managerial implications and suggestions are made according to the results. Key Words: Corporate social responsibility (CSR), consumer perception, purchase intention |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92140 |
DOI: | 10.6342/NTU202400559 |
全文授權: | 同意授權(全球公開) |
顯示於系所單位: | 國際企業學系 |
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ntu-112-1.pdf | 1.14 MB | Adobe PDF | 檢視/開啟 |
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