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    Title: 社會責任類型、社會距離與消費者之調節焦點對於企業社會責任形象之影響
    Authors: 張愛華
    Contributors: 企業管理學系
    Keywords: CSR;類型;構念層級;社會距離;調節焦點;框架配適
    CSR type;Construal level;Social distance;Psychological distance;Regulatory focus;Framing fit
    Date: 2013
    Issue Date: 2017-12-08 14:32:07 (UTC+8)
    Abstract: 有鑑於當今企業經營已愈來愈重視企業社會責任(Corporate Social Responsibility, CSR)的表現與績效,甚至將CSR視為展現企業競爭優勢的另一種方式,而消費者對於企業CSR的反應受到CSR的溝通之影響最大。本研究以構念階層理論(construal level theory)、CSR類型以及調節焦點理論(Regulatory Focus)為主,發展出三個實驗以檢視CSR事件的社會距離與調節焦點類型對於認知構念層級以及企業之CSR印象之影響。其中,實驗一主要在檢驗當消費者面臨不同心理距離的品牌在不同社會距離的國家發生CSR負面事件時,其社會責任印象的惡化程度是否有所不同。結果顯示心理距離與社會距離的交互作用會顯著地影響消費者社會責任形象惡化程度。實驗二則是探討不同類型的CSR事件(興利/除弊)與調節焦點(促進/預防)的交互作用對消費者企業社會責任形象評價的影響。研究結果顯示,若企業實施興利型社會責任,相對於未實施,促進焦點相對於預防焦點的消費者會有較佳的社會責任形象改變社會責任;若企業實施除弊型社會責任,相對於未實施,促進焦點與預防焦點的消費者所產生的社會責任形象改變量無顯著差異。實驗三則同時檢視代言人的心理距離、CSR類型以及溝通訊息的認知構念層級對消費者的廣告可信度所產生的效果。結果顯示,興利型社會責任下,國外代言人搭配高溝通構念層級相對於其他的情況有較高的廣告可信度;除弊型社會責任下,國內代言人搭配低溝通層級相較於其他情況有較低的廣告可信度。最後,本研究亦根據以上研究發現討論理論上與實務上的意涵。
    Social responsibility has become an important ground to build competitive advantage for companies in the recent years. Company has to choose its strategic position related to CST endeavor (proactive or reactive) and has to construct communication message towards its audience who have different goal orientation (promotion or prevention). Drawing from construal level theory (CLT), regulatory focus theory, and gain-frame-loss-frame, this research examines the effects of the communication of CSR messages using three experiments. Experiment 1 examines the effects of psychological distances of negative CSR event on consumers’ evaluation toward the company based on construal level theory. The results indicate that psychological distance of the brand and social distance of the negative CSR event interacts to influence CSR image deterioration. Experiments 2 examines whether different types of CSR initiatives and different types of regulatory focus influence consumers’ evaluation toward the company based on regulatory focus theory. The results indicate that under promotion-type CSR, CSR image change is higher for consumers with a promotion focus than consumers with a prevention focus; under prevention-type CSR, regulatory focus has no significant effects on CSR image change. Experiments 3 examines the effects of endorser’s psychological distances, CSR types, and construal levels of CSR messages on communication effectiveness based on gain-frame-loss-frame. The results indicated that under promotion-type CSR, using foreign endorsers with high construal level CSR messages resulted in higher message trustworthiness than other conditions. Theoretical and practical implications are discussed based on the findings of three experiments.
    Relation: 執行起迄:2013/08/01~2014/10/31
    102-2410-H-004-202
    Data Type: report
    Appears in Collections:[企業管理學系] 國科會研究計畫

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