企業社會責任在企業負面資訊下對消費者的影響－以頂新集團味全龍為例

Abstract

企業在追求利益最大化的同時，履行「取之於社會，用之於社會」的企業社會責任，也在近年來成為提升公司形象的重要商業策略之一。本研究的目的是檢視當企業產生負面報導時，企業社會責任的相關活動，是否能降低負面資訊對企業形象的損害，並同時考量服務品質與顧客承諾，以探討對消費者行為的影響。本研究以2014年頂新油品案之負面報導作為研究背景，並藉由頂新集團子公司味全龍棒球隊之網路相關論壇來發放問卷，再以統計方法來驗證研究假設。問卷資料經統計分析後，發現企業負面資訊對其形象有著顯著負相關；企業形象對於品牌態度有著顯著正相關；品牌態度對購買意圖有顯著正相關。而企業社會責任，除了對企業形象有顯著正相關外，並同時負向調節負面資訊對企業形象的影響，降低對公司帶來的衝擊。研究結果除了能提供學術上之參考以外，也能成為管理階層於企業社會責任的實務操作上的依據。Corporate social responsibility (CSR) has become of the important business strategies for enhancing the corporate image whilst presuming the greater profits. The purpose of this study is to examine whether CSR activities mend the damage generated by negative information toward corporate image. In addition, the study also investigates the correlation of corporate image and brand attitude, along with the effects on consumer behavior.This study takes Ting Hsin tainted oil incident in 2014 as background, and analyzes the data collected via questionnaires from the social websites regarding to the Chinese Professional Baseball League (CPBL) franchise, Weichuan Dragons, the subsidiary of Ting Hsin International Group.Based on the analytical data, negative information negatively correlated to corporate image, and the later one positively affects brand attitude, while purchase intention is also positively influenced by brand attitude. On the other hand, besides positively affect corporate image, CSR plays a moderator in alleviating the negative correlation between negative information and corporate image.The result of the study can not only be a reference for future research, also can be provided to the management for CSR practical operation.