近年來企業社會責任蓬勃發展，落實企業社會責任的企業更具競爭優勢，因此越來越多企業投入企業社會責任領域。其中，公益活動是覆蓋CSR範圍最廣、企業參與程度最高的，即將企業社會責任視為企業的機會，從中創造與利害關係人的共享價值。
網路時代，常在新聞和社交媒體曝光的科技業的CEO，幾乎可以說是企業形象的代言人。本研究認為讓科技業CEO親自代言企業公益活動，應該更具說服力。同時，台灣的高科技產業，不僅是最早開始重視社會責任概念，也是表現最佳的產業。本研究選擇科技業的公益活動組合為研究主體，以了解消費者對於「何種類型的企業公益活動、於何地舉辦、由何種形象的企業執行長代言」所組成的公益活動適配組合之偏好程度。以及，何種公益適配組合對於不同的消費者來說是最有效的。藉由上述研究，獲得一個一般性的公益活動組合原則。
本研究主要使用聯合分析法進行分析，搭配單因子變異數分析和人口統計變數。最後，獲得以下結論：
1.對整體消費者而言，最重視的屬性依序為「公益活動地點」、「公益活動類型」、「企業執行長形象」。上述三個受測體最喜愛的水準分別為「台灣」、「環境保育－實踐綠色生產」和「守信細心的臉書－馬克·祖克柏」。
2.將消費者依生活型態分為四群：社交創新、流行時髦、務實進取及居家樂活。對不同生活型態的消費者而言，在公益活動類型的選擇上明顯各有所好；對企業執行長形象的偏好有略有差異性，但是在公益地點的偏好相同，皆最喜歡自身所在的台灣，最不喜歡距離遙遠的北歐。其中，社交創新集群，最重視企業執行長形象、公益活動類型和生活型態的一致性，視郭台銘和創新加速器為最適配的組合；流行時髦、務實進取及居家樂活集群，則喜歡「守信細心的臉書－馬克·祖克柏」，搭配較傳統的公益活動－實踐綠色生產及社區關懷。 / Recently, corporate social responsibility has become so flourish, in that implementation of corporate social responsibility embedded enterprises with more competitive advantage. And CSR is regarded as opportunities for enterprises, from which to create and share the value of stakeholders. That’s why more and more companies steps into the field of corporate social responsibility. Among all CSR activities, corporate philanthropies are the most extensive ones, for it involving the highest degree of business participation.
In the age of Internet, we can often see the exposure of CEOs of the technology industry in news and social media, so they are sometimes be seen as the corporate image. Therefore, this research assumes that CEO could be a convincing spokesman for corporate philanthropies. Furthermore, Taiwan's high-tech industry is not only the first to pay attention to social responsibility, but also the best practice benchmark among all sectors. Therefore, this study attempt to find out an optimal combination of corporate philanthropies in the technology industry - "what type of corporate philanthropies, where, by what kind of image of the executive CEO endorsement," attracting customers most. And what kind of corporate philanthropies combination is the most efficient fit for consumers with different lifestyles? Through the research above, this study tries to establish general principles for compositions of corporate philanthropies.
To analyze the preferences of consumers with different lifestyles, the researcher uses the conjoint analysis mainly, with ANOVA analysis and demographic variables. In conclusion, we obtain the best optimal compositions as follows:
1. For consumers as a whole, the most important attributes are "location of a cause ," type of philanthropy "and "CEO image" in descending order. The personal levels of each attribute are "Taiwan," "Environmental Conservation - Green Production" and "Careful- Mark Zuckerberg."
2. Consumers are divided into four groups according to lifestyles:
(1)Innovative group: Taiwan, Star-ups accelerator, and Terry Gou.
(2)Fashionable group, pragmatic group and contented group: Taiwan, Green production, and Mark Zuckerberg.
| Identifer | oai:union.ndltd.org:CHENGCHI/G1043630972 |
| Creators | 張令乙, Chang, Ling Yi |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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