臺灣博碩士論文加值系統

隨者地球永續經營思想抬頭，世界各地越來越多企業加入企業社會責任的行列中，除了相信企業社會責任能增加品牌形象與銷售意願外，更多的是希望取之於社會，用之於社會，讓世界可以有效地繼續運轉、成長，但進行哪種企業社會責任能帶來最大之效益，是我們所想探討的。
本研究探討公司在採用員工志願服務的企業社會責任中，消費者的參與是否會增加企業社會責任帶來的產品態度、忠誠度與購買意願上升。我們實驗採用新聞模式進行，進行兩次研究並回收問卷128份問卷，並利用T檢定調查兩兩之差異。
研究一指出公司在進行企業社會責任中加入員工志願服務，能比普通之企業社會責任有更高之產品態度、忠誠度與購買意願；而研究二發現公司在採用員工志願服務的企業社會責任中，消費者參與志工活動，能比公司單純進行員工志願服務還要有更高之產品態度、忠誠度與購買意願。
本研究建議未來公司在進行企業社會責任時，能加入員工志願服務，並利用志工募集活動，讓更多消費者加入志工行列，能讓企業社會責任活動效益增加。希望藉由本研究的結果,能夠提供企業實務面的方法,幫助企業獲利後,再對社會能有更大的幫助。

With the thought of sustainable development, more and more enterprises viewed corporate social responsibility (CSR) as an important issue. Enterprises believe that CSR can increase purchase intention and reinforce brand image. They also want to give back to society, and let the world work effectively. This research attempts to explore what kinds of CSR can bring maximum benefits.
This research examines enterprises which adopt employee volunteer in CSR, whether the attendance of normal people would increase product attitude, royalty, and purchase intention. The experiment is based on news mode, and there are two studies in this research. 128 questionnaires are collected, and T-test is used to compare the differences.
Study one indicates that enterprises add employee volunteer in CSR will bring out higher product attitude, royalty, and purchase intention; study two shows that when enterprises add employee volunteer service in CSR, the attendance of normal people would increase product attitude, royalty, and purchase intention.
This study suggests that enterprises can add employee volunteer service and hold activities to make normal people become volunteers when implementing CSR. Implications are provided in this study, and the goal is to help the enterprises and the society to get more profits.

致謝 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 v
第一章 緒論 1
第一節 研究緣起 1
第二節 研究之重要性 2
第三節 研究目的 4
第四節 .研究流程 5
第二章 文獻探討 6
第一節 企業社會責任 6
第二節 員工志願服務 9
第三節 消費者參與 11
第四節 研究假說 12
第三章 員工志願服務對消費者之影響 13
第一節 研究一 13
第二節 問卷設計 13
第三節 操弄方法 14
第一項 參與者和設計 14
第二項 刺激 14
第四節 結果 15
第五節 討論 17
第四章 消費者參與員工志願服務之影響 19
第一節 研究二 19
第二節 問卷設計 20
第三節 操弄方法 20
第一項 參與者和設計 20
第二項 刺激 21
第四節 結果 22
第五節 討論 23
第五章 結論與建議 25
第一節 結論與管理意涵 25
第二節 限制與建議 29
文獻 30
附錄 34
第四節 結果 22
第五節 討論 23
第五章 結論與建議 25
第一節 結論與管理意涵 25
第二節 限制與建議 29
文獻 30
附錄 34

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