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研究生:蔡學郡
研究生(外文):TSAI, HSUEH-CHUN
論文名稱:內部企業社會責任與品牌公民行為的關聯性:以組織認同觀點連結
論文名稱(外文):The Relationship between Internal Corporate Social Responsibility and Brand Citizenship Behavior: The Perspective of Organizational Identification
指導教授:梁欣光梁欣光引用關係
指導教授(外文):LIANG, SHIN-GUANG
口試委員:葉俐廷賴璽方
口試委員(外文):YEH, LI-TINGLAI, HSI-FANG
口試日期:2021-05-31
學位類別:碩士
校院名稱:逢甲大學
系所名稱:合作經濟暨社會事業經營學系
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:49
中文關鍵詞:內部企業社會責任集體主義傾向組織認同品牌公民行為
外文關鍵詞:Internal Corporate Social ResponsibilityCollectivism OrientationOrganizational IdentityBrand Citizenship Behavior
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近年因各項重大災情讓企業永續備受威脅,使企業社會責任議題日趨重要。本研究根據社會認同理論做為理論觀點,針對內部企業社會責任探討員工產生認同組織的感受。藉以探討員工是否會將此感受轉換成實質行為。具體而言,探討內部企業社會責任透過組織認同對品牌公民行為的影響。除此之外,本研究對於上述中介機制放入集體主義傾向做為調節變數。本研究依不同時間點(間隔兩週)的問卷調查方式,於Amazon MTurk 網站上蒐集問卷,有效問卷共 274 份全職員工做為樣本。透過階層迴歸分析進行假設驗證。本研究認為,內部企業社會責任會正向影響組織認同感。而組織認同會正向影響品牌公民行為。再者,組織認同會中介內部企業社會責任及品牌公民行為之間的關聯性。此外,預期研究發現集體主義傾向會調節內部企業社會責任與組織認同。最後,依據研究結果,本研究提出相關研究意涵。
The issues of corporate social responsibility have gradually become significant. Drawing on social identity theory, this paper focuses on the relationship between internal corporate social responsibility and employees’ organizational identification and explores whether employees convert their feeling into actual behavior. In other words, I examine the influence of internal corporate social responsibility on brand citizenship behavior through organizational identification. Moreover, I also examine the moderating role of collectivism orientation. Survey data was collected from a sample of 274 matched data across various industries and was collected by using longitudinal research design. The hypotheses were examined by using hierarchical regression analysis. Results showed that organizational identification mediated the relationship between internal corporate social responsibility and brand citizenship behavior. Collectivism orientation moderated the result of the indirect effect of internal corporate social responsibility on brand citizenship behavior via organizational identification. Accordingly, based on our findings, theoretical and practical implications, limitations and future research are discussed.
第一章 緒論 1
第一節 研究動機及背景 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 內部企業社會責任 4
第二節 社會認同理論 6
第三節 內部企業社會責任與品牌公民行為的關聯性 7
第四節 集體主義傾向的調節效果 12
第三章 研究設計與實施 13
第一節 研究架構與流程 13
第二節 研究對象與研究程序 15
第三節 研究工具 16
第四節 資料分析方法 17
第四章 實證結果與分析 18
第一節 敘述統計與相關係數 18
第二節 驗證性因素分析 21
第三節 研究假設的驗證 22
第五章 結論與建議 24
第一節 研究發現與理論意涵 24
第二節 管理實務意涵 26
第三節 研究限制與未來研究建議 27
參考文獻 28
附錄 45

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