本研究探討實行企業社會責任(Corporate Social Responsibility, CSR)之公司，相對於未實行企業社會責任之公司，在面對負面事件時，是否有受到較小程度之負面衝擊，亦即企業社會責任之實踐是否為公司帶來類似保險作用之保障價值。 本研究以2005年至2010年為樣本期間，台灣上市、上櫃公司為分析對象，取得負面事件樣本點共791筆。藉由計算負面事件前後之收盤股價變動率，與事件研究法(Event Study)之負面事件累積異常報酬，來評估公司所面臨之負面事件衝擊程度。此外，並進一步將整體樣本依公司特性與負面事件型態予以區分為各種子樣本，以探討於不同情況下，公司實行企業社會責任所帶來之保險價值是否有所不同。 本研究實證結果發現，台灣企業實行企業社會責任確實能為企業提供防禦負面事件衝擊之保護作用，產生保險價值。此外，實證結果並指出企業社會責任能為高無形資產公司及安全型負面事件帶來更高之保險價值。 / This paper intends to study the impact of Corporate Social Responsibility (CSR) on protecting the decline in shareholder value for firms encountering negative events, i.e., the insurance value. This thesis uses a sample of 791 negative events disclosed during years 2005-2010 from TEJ database to examine whether CSR has insurance value for the public firms in Taiwan. Furthermore, the data are grouped into different subsamples according to firm characteristics and event types to examine the insurance value of CSR. The empirical results show that CSR does provide the insurance value for the firms in Taiwan when they encounter negative events. Besides, the empirical results indicate that CSR provides more insurance value for the high-intangible-asset firms and the safety-related negative events.

對服務業而言，服務人員的情感傳遞 (employee affective delivery, EAD)影響顧客觀感甚鉅，因此，如何提升員工情感傳遞，為學術界與企業界皆關切的議題。然而，過去研究雖認為知覺展示規則應能提昇員工情感傳遞，但其結果並不一致；此外，如何降低來自顧客的負面事件對員工情感傳遞的影響，在過去研究亦未深入探討。再者，過去探討員工情感傳遞的研究大多著重在個人層次，但服務人員實務上常以團隊的方式進行運作 (如：分店)，因此，本研究試圖以多層次研究的角度加以切入，探討團隊情感氛圍 (group affective tone)在其中扮演的角色。最後，本研究亦探究，團隊情感氛圍是否會干擾知覺展示規則與顧客負面事件與員工情感傳遞的關係、以及此干擾效果是否透過情緒勞動 (emotional labor)的中介而產生。 本研究樣本收集自美髮業58個設計師團隊，共計254個團隊成員 (含58位店長)。本研究以階層線性模式(hierarchical linear modeling)進行統計分析，結果發現，正、負向情感氛圍皆會干擾知覺展示規則與顧客負面事件對員工情感傳遞的關係，且上述干擾效果皆會透過深層演出的策略進而影響員工情感傳遞。另外，正向團隊情感氛圍亦能提升員工情感傳遞。 / Employee affective delivery (EAD) plays a vital role in enhancing customer satisfaction and retention. Although “how to increase EAD” has been a critical issue for both academic and practical fields, several research gaps remained in the EAD and emotional labor literature: (1) Although researchers have suggested that perceived display rules could enhance EAD, past empirical findings did not emerge a consistent pattern on this relationship; (2) Furthermore, past studies have rarely examined how to reduce the negative impacts of customer negative events on EAD; (3) Past studies in the EAD and emotional labor fields have mainly conducted at the individual level; whether the team context influences service workers’ EAD has been neglected. In order to fill these research gaps, this study intended to examine the role of group affective tone (GAT) on EAD using a multilevel perspective. In addition, this study also explored whether GAT moderated the relationships between perceived display rules/negative events and EAD, and whether these moderating effects were mediated by emotional labor. The sample is composed of 58 hair stylist teams and 254 team members (including 58 store managers). The hierarchical linear modeling analyses were conducted to test the hypotheses. The results showed that both positive group affective tone (PGAT) and negative group affective tone (NGAT) moderated the relationships between perceived display rules/negative events and EAD. Moreover, the above moderating effects were mediated by service employees’ deep acting. Finally, PGAT was positively related to EAD.