A Study of Consumer's Attitude Towards Corporate Social Responsibility and the Influence of Ethnocentrism on Purchase In
張素紅、倪家珍
E-mail: 352617@mail.dyu.edu.tw
ABSTRACT
The purpose of this study is to investigate the influence of consumers’ attitude towards corporate social responsibility on purchase intention, as well as the confounding effect of ethnocentrism upon the influence of corporate’s attitude in implementing its social responsibility on purchase intention. A scenario was designed, in which products of Korea, including Samsung wireless smart phones and LG home electrical appliances, were utilized to investigate the influence of consumers’ attitude towards Korean corporate social responsibility on purchase intention. In addition, this study served the purpose to remind the consumers about the interfering effects of consumers’ ethnocentrism towards corporate social responsibility and purchase intention after the incident of Taekwondo athlete Yang Su Chiun. A general population of consumers at Northern Taiwan was selected to be the subjects of our study, and questionnaires survey was adopted. Four hundred and sixty copies of questionnaires were distributed, and 419 copies were retrieved.
Amongst these, 414 copies were valid, and the rest invalid. Hence, the valid questionnaires response rate was 90%. The conclusions of the study were as follows:
1.The more positive attitude that the consumers have towards corporate implementing its social responsibility, the greater their purchase intention will be.
2.The stronger the ethnocentrism of the consumers, the lesser the influence of corporate’s attitude in carrying out its social responsibility on the consumers’ purchase intention.
Keywords : corporate social responsibility、ethnocentrism、consumers' willingness to buy Table of Contents
內容目錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． vi 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vii 表目錄 ．．．．．．．．．．．．．．．．．．．．． iv 圖目錄 ．．．．．．．．．．．．．．．．．．．．． x 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 3 第二章 文獻探討．．．．．．．．．．．．．．．．． 4 第一節 企業社會責任態度．．．．．．．．．．． 4 第二節 國族主義．．．．．．．．．．．．．．． 7 第三節 購買意願．．．．．．．．．．．．．．． 13 第三章 研究方法．．．．．．．．．．．．．．．．． 16 第一節 研究架構．．．．．．．．．．．．．．． 16 第二節 研究假設．．．．．．．．．．．．．．． 17 第三節 變數的操作性定義．．．．．．．．．．． 18 第四節 研究變數的衡量工具．．．．．．．．．． 20
第五節 樣本與資料收集．．．．．．．．．．．． 24 第六節 資料分析方法．．．．．．．．．．．．． 25 第四章 研究分析結果．．．．．．．．．．．．．．． 27 第一節 樣本資料分析．．．．．．．．．．．．． 27 第二節 各變數之信效度分析．．．．．．．．．． 30 第三節 各變數與控制變數之相關分析．．．．．． 34
第四節 消費者購買意願之差異分析．．．．．．． 35 第五節 企業社會責任態度對消費者購買意願之關係．．36
第六節 國族主義對企業社會責任態度與消費者購買意願關係之干擾效果．37 第五章 研究結論與建議．．．．．．．．．．．．．． 40
第一節 研究結論．．．．．．．．．．．．．．． 41 第二節 實務建議．．．．．．．．．．．．．．．． 43 第三節 研究限制與未來研究建議．．．．．．．．． 43
參考文獻 ．．．．．．．．．．．．．．．．．．．．． 44 附錄 ．．．．．．．．．．．．．．．．．．．．． 51
表目錄
表 2-1 Carroll企業社會責任四大構面．．．．．．．． 5 表 2-2 國族主義相關研究學者與研究結論．．．．．． 12 表 3- 1 企業社會責任（CSR）認知衡量構面題項．．． 20 表 3- 2 國族主義問卷題項．．．．．．．．．．．．． 22 表 3- 3 消費者購買意願問卷題項．．．．．．．．．． 24 表 4- 1 問卷發放及回收情形表．．．．．．．．．．． 27 表 4- 2 有效樣本人口基本資料分析---性別．．．．．． 28 表 4- 3 有效樣本人口基本資料分析---年齡．．．．．． 28 表 4- 4 有效樣本人口基本資料分析---平均月薪資．．． 29 表 4- 5 有效樣本人口基本資料分析---婚姻．．．．．． 29 表 4- 6 有效樣本人口基本資料分析---教育程度．．．． 30 表 4- 7 企業社會責任態度之信效度與相關分析表．． 31 表 4- 8 消費者購買意願之信效度與相關分析表．．． 32 表 4- 9 國族主義之信效度與相關分析表．．．．．．． 33 表 4- 10 各變數相關性分析．．．．．．．．．．．．． 34 表 4- 11 消費者購買意願對人口統計變數相關之檢定．． 35 表 4- 12 企業社會責任態度對消費者購買意願的迴歸分析 37
表 4- 13 國族主義對企業社會責任態度與消費者購買意願的干擾迴歸結果 38 表 4- 14 國族主義對企業社會責任態度與消費者購買意願的干擾迴歸結果 39 表 5- 1 研究假設與實證結果彙整表．．．．．．．．．． 42
圖目錄
圖 2-1 企業社會責任金字塔模型（The Pyramid of Corporate Social Responsibility）． 5 圖 2-2 Schwartz and Carroll(2003) 企業社會責任．． 7
圖 3- 1 研究架構圖．．．．．．．．．．．．．．．．． 16 REFERENCES
ㄧ、中文部份朱俞靜（2005），企業社會責任對企業競爭力影響之探討，大葉大學事業經營研究所碩士班碩士論文。江沛倫（2003），
來源國效應、國族主義與產品知識差異對購買意願的影響之比較研究?以兩岸大學生評價筆記型電腦為例，朝陽科技大學企業管理系碩 士論文。何明虹(2008)，透過員工企業社會責任觀點以及人格?探討工作滿意?與組織承?之關?性研究，國?成功大學工業與資訊管?研究所 碩士?文。林芝后（2009），企業社會責任之策略類型與分析，國立臺灣大學管理學院商學研究所碩士論文。林淑惠（1999），產品來 源國效應之價值分析，暨南大學國際企業研究所碩士論文。周延風、?文恩與肖文建（2007），企業社會責任?為與消費者響應—消費者 個人特徵和價格信號的調節，中國工業經濟，第3期，62-69。陳雅慧(2005)，微?時代突圍?器，天下雜誌，315，84-87。許淑雅(2008)，
企業社會責任對組織認同之相關性研究，中國文化大學國際企業管?研究所碩士?文。許士軍(1987)，現代?銷管理，臺北:商略印書館。許 菁菁(2000)，模擬社會責任投資組合績效之探討，中原大學企業管?學系未出版碩士?文。黃正忠(2001)，企業社會責任-滿足變遷中的期望
，臺北:社團法人中華民國企業永續發展協會。張懷予（2009），企業社會責任與行銷溝通工具、企業特徵對購買態度影響之研究－以 食品業為例，東吳大學 國際經營與貿易學系碩士論文。劉又銓（2010），企業社會責任、企業形象與購買意願之研究–以包裝水業為 例，德明財經科技大學服務業經營管理研究所碩士論文。劉靜瑜（2011），企業社會責任與消費者滿意度關係之研究-兼論消費者涉入 程度之干擾效果，中國文化大學國際企業管理研究所碩士。賴靜鳳（1999），卡通人物商標與製造商品牌對消費者購買意願影響之研究
，國立成功大學國際企業研究所碩士論文，新竹市。鄭永年，林佳龍主編（2001），民族主義與兩岸關係，臺北:新自然主義出版社，
頁3-20。二、英文部份Auger, P., Devinney, T. M., & J. J. Louviere （2007）. Using Best Worse Scaling Methodology to Investigate Consumer Ethical Beliefs Across Countries, Journal of Business Ethics, 70, 299–326.Bilkey, W. J., & Nes, E. （1982）. Country-Of-Origin Effects on Product Evaluations, Journal of International Business Stud-ies, Spring/Summer.Boddewyn, & Louviere, J. J. （1982）. Advertising Regulation in the 1980’s : The UnderlyingGlobal Forces, Journal of Marketing, 46, No. 1,27-36.Carroll, A. B. (1979). A Three-Dimensional Conceptual Model of Corporate Performance. Academy of Management Review 4(4), 497–505.Carroll, A. B. (1991). The Pyramid of Corporate Social
Responsibil-ity: Toward the Moral Management of Organizational Stakeholders. Business Horizons, 34(4),39-48.Dodds, W.B., Monroe,K.B., &
Grewa, D.（1991）. Effects of Price, Brand, and Store Information on Buyers' Product Evaluations, Journal of Marketing Research, 28, August, 307-319.Durvasula, S. (1997). A Cross-Cultural Comparison of Consumer Ethnocentrism in The United States and Russia, Journal of
In-ternational Consumer Marketing, 9(4),73-93.Engle, Kollat, & Blackwell (1984). Consumer behavior. (4t h ed.). Hinsdale, IL: Dryden Press.Han, C. M., & Vern Terpstra (1988). Country-of-Origin Effects for Uni –National and Bi-National Products, Journal of Interna-tional Business Studies, 19(2), .235-256Iyer, G. R., & Kalita, J. K. (1997). The Impact of Country-of-Origin and Country-of-Manufacture Clues on Consumer Perceptions of Quality and Value, Journal of Global Marketing, 11(1),7-28.Keller, K. L. (1993). Conceptualizing, Measuring and Managing Cus-tomer Based Brand Equity, Journal of Marketing, 57(1) 1-22.Klein, J. G., Ettenson, R. E., & Morris, M. D.（1998）. The Animosity Model of Foreign Product Purchase:An Empirical Test in the People’s Republic of China, Journal of Marketing, 62, 89-101.Klein, J. G., & Ettenson, R. E. (1999).
Consumer Animosity and Consumer Ethnocentrism: An Analysis of Unique Antecedents, Journal of International Consumer Marketing, 11(4), 5-24.Klein, J. G. (2001), International Animosity: Historical Conflicts Af-fect Consumer Choice, received a revise and resubmit from JIBS.Klein, J.
G. （2002）. Us Versus Them, or Us Versus Everyone？ Delineating Consumer Aversion to Foreign Goods, Journal of International Business Studies, 33, Iss.2, 345-363.Klein, J. G., & Ettenson, R. E.（1999）. Consumer Animosity and Consumer Ethnocentrism : An Analysis of Unique Antece-dents, Journal of International Consumer Marketing, 11, Iss.4, 1999, 5-24.Kolter, P. （1997）. Marketing Management: Analysis, Planning Implementation and Control (9th ed.), New Jersey: Prentice Hall.Lee, D. J. (1998). Developing International Strategic Alliances be-tween Exporters and Importers: The Case of Australian Ex-porters, International Journal of Research in Marketing, 15, 335-348.Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer do-nations to corporate-supported nonprofits.Journal of Marketing, 68, 16-32.Lutz, R. J. (1983). Attitude toward the ad as a mediator of ad effec-tiveness:Determinates and consequences. Consumer Research, 10(2),532-539.Maignan, I., & Ferrell, O. C. (2001a). Corporate Citizenship as a Marketing Instrument:
Concepts, Evidence and Research Di-rections. European Journal of Marketing, 35(3), 457-484.Morwitz, & Schmittlein. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which ‘intenders’ actually buy? Journal of Marketing Research, 29, No. 4,
391-405.Netemeyer, R., Durvasula, S., & Lichtenstein, D.（1991）. A Cross-National Assessment of the Reliable and Validity of CETSCALE, Journal of Marketing Research, 28, 283-294.Porter, M. E., ＆ Kramer, R. M. （2006）. Strategy & Society: The Link Between Competitive Advantage and Corporate ocial Responsibility, Harvard Business Review, 184（12）, 78.Ruggeri , G. C., Wart, D. V., & Howard, R. (1994). The redistributiveimpact of government spending in Canada. Public Finance, 49(2),212-243.Ruyter, K. D., Birgelen, M. V., & Wetzels, M. (1998).
Consumerethnocentrism in international services marketing. International Business Review, 7, 185-202.Schiffman, L. G., & Kanuk, L. L. (2000).
Consumer Behavior, Upper Saddle River, N.J: Prentice Hall.Sen, S., & Bhattacharya, C. B. （2001）. Does doing good always lead to doing better？Sharma, S., Shimp, T. & Shin, J. (1995). Consumer Ethnocentrism:A Test of Antecedents and Moderators, Journal of Academy of Marketing Science, 23, 26-37.Shimp, Terence, A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the
CETSCALE , Journal of Marketing Research, 27(August),280-289.Supphellen, M., &. Rittenburg, T. L. (2001). Consumer Ethnocen-trism When Foreign Products Are Better, Psychology & Marketing, New York, Sep 2001, 907-920.
