探討企業社會責任與顧客導向對消費者抵制負面訊息之影響

Abstract

[[abstract]]企業社會責任之議題近年來廣受各界關注，企業紛紛投入社會責任，並將其視為企業不可規避之責任，企業唯有在經營上能夠兼顧獲利目標與道德責任，才能創造永續發展的真價值。 隨著資訊媒體傳播迅速之下，更加速了負面訊息對企業的破壞效果，研究指出，比起傳遞正面經驗，憤恨且不滿意的消費者更會致力於散布其負面經驗，並嚴重影響企業的經營。本研究以企業社會責任為主軸進行研究，尚導入傳統的行銷活動－顧客導向於此架構裡，並且研究服務品質導向與消費者對公司認同之中介效果，冀望可以對消費者－企業關係作出貢獻，更符合現今的企業環境。 本研究以目前正在使用Apple產品的消費者為受測對象，利用問卷方式進行調查，問卷預試部份，有效問卷為30份；實測部份，有效問卷為313份，有效問卷達62%。並透過SPSS 17 0、AMOS 18 0統計軟體進行分析，研究結果顯示： 1 企業社會責任正向顯著影響抵制負面訊息、再購意願與消費者對公司認同，但對服務品質導向呈現負向不顯著影響；顧客導向正向顯著影響再購意願、服務品質導向、消費者對公司認同，但對抵制負面訊息呈現負向不顯著影響；服務品質導向正向顯著影響再購意願，但對抵制負面訊息呈現負向不顯著影響；消費者對公司認同正向顯著影響抵制負面訊息與再購意願。 2 服務品質導向在顧客導向對再購意願的影響之間，具有中介效果；消費者對公司認同在企業社會責任對抵制負面訊息、顧客導向對抵制負面訊息、企業社會責任對再購意願、與顧客導向對再購意願的影響之間，具有中介效果。 於現今的市場環境中，企業更應透過實行社會責任行為、秉持顧客導向，與其顧客建立起深度、有意義且長期的關係，讓消費者對公司產生正向關係之認同，進而提升消費者的再購意願，並且抵制負面訊息等。

[[abstract]]The concept of Corporate Social Responsibility (CSR) has emerged in recent years and became an important academic and practical issue Many companies perform CSR strategy and view it as a responsibility that can’t get rid of Only when companies pursue both profitability goals and ethical responsibility they can further create values for sustainable development This study took Apple customers as the subjects and adopts questionnaire survey to collect the data There are 30 valid questionnaires of the pre-test questionnaires In formal research survey there are 313 valid questionnaires The empirical tests using a structural equation model with SPSS 17 0 and AMOS 18 0 to support the research hypotheses The main research findings are as follows: 1 CSR significantly affect resistance to negative information repurchase intention and consumer-company identification positively but not significant in service quality orientation Customer orientation positively relates to repurchase intention service quality orientation and customer identity but not significant in resistance to negative information Service quality orientation significantly affect repurchase intention positively but not significant in resistance to negative information Consumer-Company identification significantly affects resistance to negative information and repurchase intention 2 The results suggest that the effects of customer orientation and repurchase intention are mediated by service quality orientation In addition Consumer-Company Identification mediates the relationship among CSR→resistance to negative information customer orientation→resistance to negative information CSR→repurchase intention and customer orientation→repurchase intention In the recent market environment companies should practice CSR uphold customer orientation beliefs and build long-term and meaningful relationship with customers That presents an opportunity for companies to present a clear image which reflects a positive identity and enhance customer repurchase intention and resist to negative information