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Appendix 1. Results of Classification for Each Initiative
Items (CSR initiatives) Sample 1
(A,O,R,I,M,Q)
Sample 2 (A,O,R,I,M,)
CSR Type
The company engages in providing products of high quality.* (12,50,0,14,58,0) (19,86,0,23,52,2) The company engages in product research & development and
innovation.* (44,33,0,30,27,0) (39,72,0,36,34,0)
The company designs products suitable for minority groups. (43,22,0,48,21,0) (36,54,0,56,35,1) Indifference The company makes product quality and price in right proportion. (3,40,0,16,75,0) (6,53,1,22,99,1) Norms The company makes the price and specification of products correct. (6,39,0,18,70,1) (4,63,1,15,98,1) Norms The company launches ads without cheating. (5,28,1,25,74,1) (5,55,0,28,93,1) Norms
The company has a good policy of customer satisfaction. (30,49,0,22,33,0) (22,67,1,35,56,1) Balancing Need The company emphasizes employee safety and health in the work
environment. (9,52,0,17,56,0) (6,75,0,20,81,0 ) Norms
The company prohibits overtime working. (24,41,0,47,22,0) (16,51,1,64,49,1) Indifference The company gives salaries no less than the minimum requirement
by law. (5,27,1,17,84,0) (5,48,1,19,106,3) Norms
The company emphasizes employee training and development. (22,44,0,42,26,0) (35,71,0,37,39,0) Balancing Need The company enacts corporate policies to ensure the right of female
and minority group workers. (11,50,0,24,49,0) (8,68,0,40,66,0) Balancing Need
The company does not discriminate employees based on gender,
pregnancy, and marital status. (6,57,0,18,52,1) (5,73,1,32,60,2) Balancing Need
The company makes employees free to form clubs, initiate collective
negotiation, and file suiting.* (15,35,0,44,40,0) (19,55,0,49,58,1) The company engages in making its operational procedure less
resource and energy consumption.* (24,41,1,47,21,0) (31,62,2,47,39,1) The company reduces resource waste in the procedure of product
manufacturing, transporting, and using.* (25,43,0,47,19,0) (25,63,0,48,46,0)
The company does waste disposition and recycling well. (16,44,0,37,37,0) (15,77,1,35,55,1) Balancing Need The company enacts and implements specific environmental policies
and plans. (25,35,0,47,27,0) (33,53,0,54,42,0)
The company has emergency plans for environmental disasters. (11,52,0,28,42,1) (14,66,0,38,64,0) Balancing Need The company actively invests in products and technology that can
improve the environment. (45,26,0,42,21,0) (50,49,0,48,33,2) Altruism
The company encourages its employees devote time and effort to
community service. (35,19,3,65,12,0) (48,35,3,72,24,0) Indifference
The company complies with law and regulation of the local
government. (6,21,0,30,77,0) (7,48,0,32,95,0) Norms
The company helps communities through philanthropic and
educational donation. (55,20,1,48,10,0) (56,47,1,55,23,0) Altruism The company supports and participates in social welfare activities. (39,19,0,68,8,0) (54,49,2,60,17,0) Indifference The company supports public policies beneficial for the society (e.g.,
developing environmental products and the energy-saving policy). (40,29,0,50,15,0) (47,51,2,54,28,0) Indifference The company prohibits bribery and gift receiving among its people. (11,29,0,55,38,1) (22,39,0,62,55,4) Indifference The company actively initiates approaches to solve societal problems
using its expertise (e.g., a computer company introduces
informational technology to the farmers in a far away region).* (36,43,0,38,17,0) (55,40,1,62,23,1)
The company reports its CSR initiatives or plan for sustainability. (24,21,0,70,19,0) (31,32,1,83,35,0) Indifference The company makes its financial information transparent. (3,26,0,48,57,0) (13,44,1,39,85,0) Norms The company ascertains its suppliers keep facilities that are safe and
are not harmful to health and environment. (19,30,0,38,47,0) (7,59,1,44,71,0) Norms The company’s transaction with suppliers complies with business
ethics.* (10,30,0,51,43,0) (11,40,1,55,74,1)
The company prohibits its suppliers hiring child labor. (8,45,0,30,51,0) (10,68,1,23,80,0) Norms The company asks its suppliers offer reports on CSR initiatives or
sustainability. (18,26,0,66,24,0) (21,37,3,77,44,0) Indifference
The company does not override competitors by selling in a price
lower than cost. (8,29,1,55,40,1) (18,44,5,58,56,1) Indifference
The overseas subsidiaries of the company prohibit child labor. (9,39,0,29,57,0) (5,52,1,44,80,0) Norms The overseas subsidiaries of the company prohibit any behaviors
against human rights. (18,34,0,28,54,0) (8,54,1,50,69,0) Norms
The overseas subsidiaries of the company do not waste local
resource. (9,38,0,40,47,0) (13,55,0,54,60,0) Norms
The overseas subsidiaries of the company do not bribe local
government.* (15,23,0,56,40,0) (12,48,0,53,69,0)
Notes: (A,O,R,I,M,Q) indicates the initials of the quality dimensions by Kano et al. (1984):
(Attractive,One-Dimension,Reverse,Indifference,Must-be,Questionable). The number corresponding to the initials indicates how many respondents were classified as a certain quality dimension for each CSR initiatives. * indicates the inconsistent results for the classification between the first and second samples and the corresponding CSR type is not shown.
Appendix 2. Experimental Scenario
Initiatives Scenario
Positive altruistic ---The company has been engaging in new product research & development and service innovation. For example, it launched new lines of clothes that used reused materials and organic cotton. To protect the environment, the company does not sell clothing made up of animal furs or from endangering animals. To help community development, in addition to philanthropic donation, the company purchases dairy products from local farms and this facilitates the ease of life and stability of production for the local community
Negative altruistic …The company seldom engages in new product research & development and service innovation. It even sold clothing made up of animal furs and endangering animals. This does harm on the environment. The company has never invested in philanthropic donation or local community development even though it has open for a lot of years.
Positive normative ….The company offers employees a safe and healthy environment. It assesses whether its suppliers do harm to the environment on a year basis and ascertain the job environment of its suppliers comply with government regulation. It avoids cooperating with suppliers hiring child labor.
Negative normative ….The company has poor work environment for employees. It has never assessed whether its suppliers use products that can do harm to the environment. Even when one of its suppliers hired child labor, the company did not voice out or exhort that supplier.
Positive balancing need
….The company always offers high quality products and emphasizes customer satisfaction. It actively offers job opportunities or experiences to female and minority groups. It gives these people the same promotion opportunities as others. It has launched a plan for waste reduction and recycling. During the implementation, many unwanted clothes and household goods were recycled.
Negative balancing need
….Based on a survey in 2006, the company provides products of poor quality and seldom conducts survey on customer satisfaction. There are few female and handicapped employees in the company. It is almost impossible for them to get a promotion. The company has never engaged in waste reduction and recycling plan.
Neutral altruistic, normative, and balancing need
….Specifically, clothing product category includes casual clothes, children’s wear, and swimming suit. Food category includes frozen foods, canned foods, hot foods, snacks, and the like. Household goods contain TV sets, washing machines, kitchenware, bicycles, and the like. There are also other product categories with rich product lines in the store.
Note. Each scenario begins with “ X company is a hypermarket that attracts customers by using a pricing strategy “everyday low price”. The company was founded in 1960 and has around 2000 employees now. It keeps clothing, food, household goods and the like.”
計畫成果自評
本研究探討公司社會責任對於消費者購買意願之影響，過去的研究立論之基 礎在於「有從事社會責任活動」對於司較有利，而在社會責任方面有瑕疵的資訊 對於公司不利，然而這些論點並未考慮各類社會責任行動的性質差異。且過去對 於社為責任的分類較多著重公司的觀點，如分類為經濟的、倫理的、慈善的以及 法律層面。卻未能思考從消費者感受上的差異予以區隔。Brunk and Biumelhuger (2011) 以小樣本的質化研究初步獲得一個分類架構，本研究認為值得進行較廣泛 而具系統性的分類研究，並探討各類社會責任行動對於消費者的企業倫理印象
（CSR image）上之影響。具體而言，本研究首先經由兩波調查研究，針對六個
CSR 領域探討消費者對於 38 項 CSR 作為的歸類，共可分為「利他型」、「規範型」、
以及「平衡需求型」三大類。不同類的社會責任的執行與否、違逆與否，對於消 費者的企業倫理印象效果不同。兩次分類的結果顯示歸類頗為穩定。
本研究又進一步以實驗法探討 CSR 正、反性(valence)與類型的交互作用。以 2（正、反性）* 3（利他型、規範型、平衡需求型）+1（中性，無 CSR 資訊）的 受試者間實驗，驗證不同類型的 CSR 的影響型態確有差異。然而並非所有假設都 獲得支持，然而這些發現對於當今的 CSR 的效果的知識已有一些貢獻。
本研究並進一步探討企業倫理印象的後果。此部分亦延伸過去以「社會認同 理 論 」（ social identity theory ） 所 獲 致 的 「 消 費 者 — 公 司 認 同 」
（Customer-corporate identification，簡稱 CC identification)在 CSR 作為 與消費者反應之中介效果的發現，將消費者的企業社會責任印象與上述各項構念 連結起來，形成一個更完整的 CSR 作用關係鍊。
本研究的結果對於廠商在 CSR 經營的策略有參考之價值。且在選擇 CSR 作為 時，可參考本研究對於 38 項常見的 CSR 之性質歸類。且在判斷 CSR 效果時有更豐 富的資訊可供參考，可以據此選擇有效的、消費者重視的，並避免違逆消費者的 期待。
本人已研究畫之發現撰寫成衣篇期刊投稿文章，由於還有附帶資料之收集，
故估計可以有二至三篇的文章可以發表。
本研究進行過程中，訓練大學生、碩士生以及博士生參與研究，引發他們對 於該項主題的興趣，並提升了其相關的知識水準與研究能力。亦可為本研究的另 一項價值創造—教育與人才的發展。
附錄
本次會議是由The Organizing Committee Chair of 2012 GMC at Seoul舉辦的行銷 學領域的國際研討會，該學會是每兩年舉辦一次，此次參與的人數甚多，堪稱 是近年來亞洲行銷學領域最大的學術會議。大會得到1100篇投稿，接受了其中 450篇，接受率為48％，出席會議的一千多位學者來自於全球44個國家，本人發 表的論文在Session8.4的Customer-based Brand Equity。此外，我擔任另一場研討 會的session chair (7.4：Brand Personality and Brand Community)。
二、與會心得
(英文) 2012 Global Marketing Conference at Seoul
發表論文 題目
(中文) 多層次的公司品牌與品牌權益之關係：品牌公民行為的 中介效果之探討
(英文) The Multilevel Relationship between Corporate Branding and
Brand Equity: The Mediating Role of Brand Citizenship Behavior