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研究生:柯亮群
研究生(外文):Ko, Liangchun
論文名稱:多國籍企業公民行為與當地國消費者認同感關係影響之研究—受消費者本國中心傾向之干擾
論文名稱(外文):The Relationship between MNEs’ Corporate Citizenship Behavior and Consumer Identity in Host Countries: The Moderating Effects of Consumer Ethnocentric Tendencies
指導教授:林彩梅林彩梅引用關係
指導教授(外文):Lin, Tsaimei
口試委員:謝安田薛富井任立中周建亨
口試委員(外文):Hsieh, AntienShiue, FujingJen, LichungChou, Chienheng
口試日期:2012-05-17
學位類別:博士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
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:2012
畢業學年度:100
語文別:中文
論文頁數:108
中文關鍵詞:企業公民行為消費者認同感消費者本國中心傾向
外文關鍵詞:corporate citizenship behaviorconsumer identityconsumer ethnocentric tendencies
相關次數:
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  • 下載下載:92
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本研究問題是探討多國籍企業公民行為與當地國消費者認同感之關係,以及其受消費者本國中心傾向干擾之結果。
在一般的認知中,企業公民行為對消費者認同會有正向的提升,然而根據過去文獻,消費者對於企業應善盡之公民行為有不同感受,而文獻也指出消費者會因為企業善盡公民行為而產生認同,是利基於他們相信與這家公司共同擁有某種共同的特性,因此不同企業公民行為對於不同層面的消費者認同感間之關係有必要進一步釐清。
研究結果發現,重視「道德的企業行為」的消費者當多國籍企業善盡道德的企業行為越高,會使其参與行為越高;重視「對利害關係人之承諾」的消費者,當多國籍企業善盡對利害關係人之承諾越高,會使其認同感知覺程度與情感認同越高;重視「對環境的承諾」的消費者,當多國籍企業善盡對環境的承諾越高,會使其認同感知覺程度與參與行為越高。此外,本研究也發現本國中心傾向越高對企業公民行為與當地國消費者認同感之關係有弱化之干擾效果。

The relationship between the MNEs' corporate citizenship behavior and consumer identity in host countries, and the moderating effects of consumer ethnocentric tendencies are those which this study intends to explore. Our research problems can be found in the existing literature, and put forward the hypothesis of this study after literature reviewing and logical deduction.
In general thinking, corporate citizenship behavior will be a positive improvement to consumer identity. However, according to the past literature, consumers have different perceptions when enterprises show their citizenship behavior. The literature also pointed out that a consumer is able to identify the corporate due to some common characteristics between the consumer and the citizenship behavior. Thus, we believe that it is necessary to clarify the relationship between different corporate citizenship and different levels of consumer identity.
The results indicate the consumers who emphasize on “ethical corporate behavior” will enhance their participants when MNEs show more ethical corporate behavior ; the consumers who emphasize on “commitment to stakeholders” will enhance their perceptions and emotional identity when MNEs show more commitment to stakeholders; the consumers who emphasize on “commitment to the environment” will enhance their perceptional identity and participants when MNEs show more commitment to the environment. In addition, we also found that consumer ethnocentric tendencies will weaken the relationship between the MNEs’ corporate citizenship behavior and consumer identity in host countries.

中文摘要
英文摘要
致謝詞
內容目錄 
表目錄  
圖目錄  
第一章  緒論
  第一節  研究背景
  第二節  研究問題與目的
第三節 研究重要性
第二章  相關理論與文獻探討
  第一節  企業公民行為
  第二節  當地國消費者認同感
  第三節 企業公民行為與當地國消費者認同感
第四節 消費者本國中心傾向與企業公民行為與當地國消費者認同感之關係係
第五節 研究假設
第三章  研究方法
  第一節  研究架構
第二節  變數之操作性定義與衡量方法
  第三節  樣本及資料蒐集與分析方法
第四節  效度及信度分析
第五節  樣本資料分析
第四章 企業公民行為與當地國消費者認同感關係之探討
  第一節  各變數之相關性分析
  第二節  企業公民行為與當地國消費者認同感關係之探討
第三節  企業公民行為與當地國消費者認同感知覺程度關係之探討
第四節 企業公民行為與當地國消費者情感認同關係之探討
第五節 企業公民行為與當地國消費者參與行為關係之探討
第五章 企業公民行為對當地國消費者認同感影響受消費者本國中心傾向之干擾
第一節 消費者本國中心傾向對企業公民行為與當地國消費者認同感之干擾影響
第二節 消費者本國中心傾向對企業公民行為與當地國消費者知覺程度之干擾影響
第三節 消費者本國中心傾向對企業公民行為與當地國消費者情感認同之干擾影響
第四節 消費者本國中心傾向對企業公民行為與
當地國消費者參與行為之干擾影響
第六章 結論與建議
第一節 結論
第二節 建議
第三節 研究限制與後續研究
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