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研究生:謝宜儒
研究生(外文):Yi-Ju Rudy Shieh
論文名稱:企業社會責任對員工組織公民行為及消費者購買忠誠的影響-以食品工廠為例
論文名稱(外文):The Effect of Corporate Social Responsibilities on Employees Organizational Citizenship Behavior and Consumers Royalty – In Case of Food Manufacturers
指導教授:牛涵錚牛涵錚引用關係
口試委員:婁國仁王耀德
口試日期:2016-06-30
學位類別:碩士
校院名稱:淡江大學
系所名稱:管理科學學系企業經營碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:93
中文關鍵詞:企業社會責任組織公民行為購買忠誠
外文關鍵詞:Corporate Social ResponsibilitiesOrganizational Citizenship BehaviorConsumer Royalty
相關次數:
  • 被引用被引用:5
  • 點閱點閱:179
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
本研究的目的是探討企業社會責任(Corporate Social Responsibilities)與員工組織公民行為及消費者溝買忠誠之關係,經由文獻探索並引用其邏輯來推理,發現有必要探討之間的關係。
本研究的第一個部分是透過紙本問卷的方式,請台灣四間大型食品工廠的員工幫忙填寫。該企業的員工對將會對其企業的企業社會責任提出之看法,並在該出服務所感受的信任度、幸福度、及組織公民行為進行填答。
本研究的第二個部分是透過紙本問卷及網路問卷的方式,請一般消費者針對台灣四間大型食品工廠的看法來填寫。消費者將從一般可獲得該企業的資訊,對於其讓消費者所感受的企業社會責任的值行度、信任度、幸福度、以及對該企業的購買忠誠之行為進行填答。
本研究的也將會在這第二個問卷加入情境題,主要的目的是來測驗填問卷者的道德度,藉此來研討是否道德度會對企業社會責任所帶來的影響進行干擾作用。
本研究的結果發現信任度及幸福度將會對員工的組織公民行為造成顯著的影響。同樣的,信任度及幸福度也會對消費者的購買忠誠有顯著的影響。本研究也發現,企業社會責任也會對員工的組織公民行為以及消費者的購買忠誠帶來顯著的影響。至於道德感的干擾,本研究發現只有消費者的道德感會對購買忠誠有所干擾。對於員工的組織公民行為,干擾是不顯著的。


The purpose of this study is to determine the relation between Corporate Social Responsibilities, Organizational Citizenship Behavior, and consumer royalty. By study theories and studies from previous scholars, there is a need to discuss their relationship.
The first part of this study is, by distributing paper survey to four major food manufacturers in Taiwan, asking their employees to fill the surveys. The employees would answer the questions the survey according their opinions on company’s corporate social responsibilities, trust, well-being, and organizational citizenship behavior.
The second part of this study is by paper survey as well as web survey. This survey is for consumers to fill based on their opinions of the companies. Consumers’ opinions on company’s corporate social responsibilities, trust, well-being, and royalty are based on the information they receive through normal channel.
In this study, there would be a circumstantial question adding to the survey. The purpose of the question is to determine the ethic of test subjects. Ethic would be used as an interference between corporate social responsibilities, organizational citizenship behavior, and consumer royalty.
In this study, effect of employee trust and well-being on organizational citizenship behavior is significant. Also, effect of consumer trust and well-being on royalty is also significant. This study also found that corporate social responsibilities have positive effect on organizational citizenship behavior and consumer royalty. Lastly, this study found that the ethic only interferes consumer royalty, but not employee’s organizational citizenship behavior.


中文摘要 ................... I
英文摘要 ................... II
內容目錄 ................... IV
圖目錄  ................... VI
表目錄  ................... VII
第一章  緒論................. 1
  第一節  研究背景............. 1
  第二節  研究動機及目的.......... 2
  第三節  研究流程............. 4
第二章  文獻探討............... 5
  第一節  企業社會責任........... 5
  第二節  幸福感.............. 10
  第三節  信任感.............. 14
  第四節  組織公民行為........... 17
  第五節  道德感.............. 19
  第六節  顧客忠誠............. 21
第三章  研究方法............... 24
第一節  研究架構............. 24
第二節  研究假說............. 24
第三節  研究設計............. 28
第四節  數據分析............. 39
第四章  資料分析............... 41
第一節  研究對象及抽樣方法........ 41
第二節  信度及效度分析.......... 45
第三節  Pearson相關分析,rWG(J) 指數,
組內相關係數及空模型....... 48
第四節  多層次線性分析及假設驗證..... 54
第五章  結論與建議.............. 63
  第一節  研究結果............ 63
  第二節  研究貢獻與管理義涵........ 65
第三節  研究限制與未來研究建議...... 68
參考文獻 ................... 69
附錄  研究問卷................ 88

圖目錄
圖 1-1 研究流程................... 4
圖 2-1 Carroll企業社會表現模型........... 8
圖 2-2 Carol Ryff的六種正面心靈感受........ 12
圖 2-3 學者們對滿意度、品質及忠誠度等關係提出的理論 23
圖 3-1 研究架構.................. 25

表目錄
表2- 1 企業社會責任的學者觀點........... 6
表2- 2 學者對信任的觀點.............. 13
表3- 1 企業社會責任相關問題設計.......... 30
表3- 2 信任度相關問題設計............. 32
表3- 3 忠誠度相關問題設計............. 33
表3- 4 幸福度相關問題設計............. 34
表3- 5 組織公民行為相關問題設計.......... 35
表3- 6 道德感相關問題設計............. 36
表3- 7 人口數據統計相關問題設計.......... 37
表4- 1 問卷回收率................. 41
表4- 2 員工統計變項分析.............. 42
表4- 3 消費者問卷回收比例............. 43
表4- 4 消費者統計變項分析............. 44
表4- 5 員工數據Cronbach’s α值.......... 45
表4- 6 消費者數據Cronbach’s α值......... 46
表4- 7 Cronbach’s α值與信任度.......... 46
表4- 8 員工數據之Pearson相關係數......... 48
表4- 9 消費者數據之Pearson相關係數........ 49
表4-10 員工數據之rWG(J) 與組內相關係數...... 50
表4- 11 消費者數據之rWG(J) 與組內相關係數..... 51
表4- 12 員工數據空模型分析............. 52
表4- 13 消費者數據空模型分析............ 53
表4- 14 員工信任度與組織公民行為階層之線性分析... 55
表4- 15 員工幸福度與組織公民行為階層之線性分析... 55
表4- 16 消費者信任度與購買忠誠階層之線性分析.... 56
表4- 17 消費者幸福度與購買忠誠階層之線性分析.... 56
表4 -18 員工企業社會責任與信任度之階層線性分析... 57
表4 -19 消費者幸員工企業社會責任與幸福度之階層線性分析.58
表4 -20 消費者企業社會責任與信任度之階層線性分析.. 58
表4 -21 消費者企業社會責任與幸福度之階層線性分析.. 59
表4 -22 員工企業社會責任與組織公民行為之階層線性分析 59
表4 -23 消費者企業社會責任與購買忠誠之階層線性分.. 60
表4 -24 道德感對員工企業社會責任與組織公民行為影響之
階層線性分析................ 61
表4 -25 道德感對消費者企業社會責任與購買忠誠影響之階
層線性分析................. 61
表4 -26 假設結果一覽表............... 62



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