臺灣博碩士論文加值系統

企業社會責任的投入對於財務績效的影響，由以往實證結果來看，並不明確。為了使CSR與CFP之關係較為完善，本文由利害關係人層面來探討，將利害關係人之行為因素納入考量。CSR是否對CFP造成確實影響，決定於利害關係人「實際」的行為，而此行為的形成，主要受利害關係人善盡社會責任之「意願」所影響。因此，本研究欲了解，當利害關係人對於不道德企業有懲罰的意願，或對善盡企業社會責任之企業有鼓勵的意願時，是否會確實地反應在行為上？是否言行一致？而此意願又是否受文化面向所影響呢？
本文以2003年作為研究期間，並以三種高涉入產業─汽車業、金融業與科技業─作為研究標的。首先，藉由CSR對於CFP之影響以判定利害關係人之道德價值為「自我超然」(利他) 或「自我加強」(利己)，以了解利害關係人善盡社會責任之意願高低，再探討利害關係人是否有「言行不一」的問題。接著，進一步討論何種利害關係人善盡社會責任之意願跡象較強、較能主導CSR對CFP之影響。最後，則進行利害關係人善盡社會責任之意願決定因素分析，亦即Hofstede五個文化面─權力距離、個人主義、剛柔性、不確定性規避以及長期導向─對於三利害關係人意願的影響。
實證結果發現，(一) 汽車業利害關係人之道德價值為「自我加強」，金融業及科技業則無法判定。(二) 汽車業與科技業中，「消費者言行一致」、「股東言行不一」，但員工的情形不顯著。金融業則無法判定。(三) 汽車業中，消費者之意願影響跡象是較強的，金融業則是股東意願影響跡象較強，但在科技業中無法判斷。(四) 文化面向方面，在長期導向程度愈高的國家中，利害關係人善盡社會責任之意願則愈高。

Most of prior studies assume a direct linkage between corporate social responsibility (CSR) and corporate financial performance (CFP), and the linkage has not been demonstrated convincingly. Therefore, we consider stakeholders’ behavior on investigating the CSR-CFP relationship, since stakeholder behavior might be driven by stakeholders’ willingness to encourage companies with CSR or punish companies without CSR, and the willingness is influenced by the moral value.
In order to realize the CSR-CFP relationship, therefore, our study considers the stakeholders’ moral value, the willingness to engage in either supportive or deleterious behavior, and the transformation from the willingness to behaviors or actions. Moreover, we also attempt to explore the relationship between the willingness and cultural dimensions identified by Hofstede.
By empirically testing data for 2003 from three “high-involvement” industries—automobile, finance, and technology, and three stakeholder groups—consumers, employees, and shareholders, the results are as follows. First, the stakeholders in automobile industry embrace “self-enhancement”, but we cannot recognize this in the other two industries. Second, in automobile and technology industries, consumers’ willingness is transformed into their actions but shareholders’ actions don’t correspond with their words. The CSR-CFP relationship is affected mostly by consumers’ willingness in automobile industry, and by shareholders’ willingness in finance industry. Finally, in countries with higher long-term orientation cultures, stakeholders have greater willingness to engage in either supportive or deleterious behavior.

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究主題與目的 5
第貳章 文獻探討 8
第一節 企業社會績效與財務績效間之連結 8
第二節 消費者CSR-CFP模型 12
第三節 由文化面考慮意願決定因素 19
第參章 研究假說與實證設計 22
第一節 資料來源與樣本選取 22
第二節 研究變數之定義 26
第三節 研究假說 30
第四節 資料分析方法 35
第肆章 實證結果分析 42
第一節 從利害關係人之意願探討CSR與CFP間之關聯性 43
第二節 利害關係人之意願決定因素分析 74
第伍章 研究與建議 79
第一節 研究結論 79
第二節 研究限制與後續研究建議 84
參考文獻 85

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