研究限制 - 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

雖然社會責任類型的操弄檢驗有過，但是強度不夠強，興利型社會責任被知覺的興利程度不夠強，除弊型社會責任被知覺的除弊程度不夠強。未來可以強化社會責任類型的操弄強度。

肆、結論與建議

本研究結論指出企業社會責任訊息對消費者的影響似乎不是單純簡單的，通常會和其他因素產生交互作用影響消費者對企業的企業社會責任的評價。其中，

實驗一和實驗三指出企業社會責任的訊息和消費者的特性(認知構念層級與調節焦點)需要搭配才會產生好的溝通效果。此外，實驗二的結果亦說明了消費者企業執行社會責任訊息內容的看法會受到消費者本身的調節焦點類型影響。其中促進焦點的消費者會對興利型社會責任有較好的評價；而預防焦點應搭配除弊型社會責任，才能達到較好的效果。本研究總結了三個實驗的結論並給予實務建議如下：

一、實驗一:

結果顯示當企業發生社會責任負面事件時，消費者因社會距離的增加所產生企業社會責任形象惡化程度的擴大在心理距離較近的品牌相對於遠的品牌更為明顯。當企業的負面社會責任事件被報導出來，不同的報導方式會影響到企業社會責任形象惡化的程度。當負面的事件被報導在國外發生時，心理距離較近的品牌會產生較嚴重的企業社會責任形象惡化程度。因此，國內品牌在國外做生意時必須額外謹慎小心不要做出負面的企業社會責任活動，以免被報導出來並遭受很嚴重的形象損失。

結果顯示當企業發生社會責任負面事件時，消費者的認知構念層級若和負面事件發生地的社會距離產生搭配則消費者會有較嚴重的企業社會責任形象惡化程度。明確而言，企業若被報導出在國外發生負面的企業社會責任事件，則高認知構念層級(抽象思考)相對於低認知構念層級(具體思考)的消費者會有較嚴重的企業社會責任形象惡化程度；企業若被報導出在國內發生負面的企業社會責任事件，則低認知構念層級相對於高認知構念層級的消費者會有較嚴重的企業社會責任形象惡化程度。由於一般人大多是屬於高認知構念層級(抽象思考)，企業需要特別留意不要在國外做出負面的企業社會責任事件，否則會產生嚴重的企業社會責任形象惡化。

二、實驗二

企業實行興利型相對於除弊型的社會責任而言會讓消費者產生較高的企業

社會責任形象改善，因此企業若以提升消費者的企業社會責任形象為目標，就應該實行興利型的社會責任。此外，企業若實行除弊型社會責任則相對於沒有實行社會責任而言會產生較高的企業社會責任形象。因此，企業若營運活動對環境或利害攸關人有潛在的傷害，應主動實行除弊型的社會責任，如此會比甚麼都不做有較高的企業社會責任形象。

實驗二的結果亦可作為企業打社會責任廣告目標對象選擇的參考依據。研究結果指出企業若實行興利型的社會責任，促進焦點(樂觀)相對於預防焦點(悲觀) 的消費者會有較高的企業社會責任形象提升。因此，若企業實行興利型的社會責任，則廣告的目標溝通對象應以這些樂觀的消費者為主，才能產生較高的廣告效果。此外，若企業實行除弊型的社會責任，促進與預防焦點的消費者會有差不多的社會責任形象提升，因此樂觀與悲觀的消費者都可以是目標溝通對象。

三、實驗三

結果指出企業社會責任類型、代言人的社會距離與社會責任溝通訊息的構念層級會對消費者對於企業社會責任廣告的可信度有三階交互作用。企業實行不同類型的社會責任會在消費者心中形成獲得或是損失的框架，若企業選擇的廣告代言人之社會距離以及廣告訊息的溝通構念層級和框架之間有搭配，就會產生較好的廣告可信度，進而帶來好的溝通效果(廣告可信度→消費者對公司認同→公司態度→購買意圖)。研究結果可以做為企業在打企業社會責任廣告時選擇溝通方式的參考指南。選擇的溝通方式要視企業實行社會責任的類型而定。企業若實行興利型的社會責任，此時若採用國外的代言人加上使用較抽象的溝通訊息將會相對於其他溝通方式而言產生較高的廣告可信度；企業若實行除弊型的社會責任，

此時若採用國內代言人加上使用較為具體的溝通訊息將會將較於其他溝通方式而言產生較低的廣告可信度。

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在文檔中社會責任類型、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 (頁 45-61)