题名

消費者知覺企業社會責任對其產品購買意願之影響－懷疑論下動機歸因之調節效果

并列篇名

The Impact of Consumers' Perception of Corporate Social Responsibility on Product Purchase Intention-The Moderating Effect of Motivational Attribution under Skepticism

作者

嚴奇峰(Ghi-Feng Yen)；高毅剛(Yi-Kang Kao)；曹海英(Hai-Ying Tsao)

关键词

知覺企業社會責任 ； 產品購買意願 ； 懷疑論 ； 動機歸因 ； 調節效果 ； 臺灣食品製造業 ； Perceived Corporate Social Responsibility ； Product Purchase Intention ； Skepticism ； Motivation Attribution ； Taiwanese Food Manufacturer

期刊名称

萬能學報

卷期/出版年月

45期（2023 / 07 / 01）

页次

96 - 119

内容语文

繁體中文;英文
中文摘要

隨著時代環境的變遷，消費者越發重視企業的社會責任（CSR），也是消費者信任及認同的關鍵。本研究希望了解消費者對相關食品製造企業的知覺CSR，是否會影響購買該公司產品的意願？本研究也進一步探討消費者是否懷疑（或相信）企業執行CSR的真正動機？因此從動機歸因的觀點來探討「知覺CSR對產品購買意願影響」的調節效果。其中動機歸因的「利己歸因」與「利他歸因」問卷題項，是本研究根據文獻所述觀念進行設計，以符合實際研究的需要。本研究針對臺灣地區消費者所熟知的四家大型臺灣食品製造公司進行研究，並委託網路問卷公司進行問卷調查，共回收有效問卷480份。本研究採用SPSS統計軟體，針對問項設計及研究假設進行分析與檢定，得到研究發現如下：1）本研究動機歸因的「利己／利他歸因」問卷題項，在信度及效度上都達到滿意的水準，可做為深入研究的基礎；2）消費者對企業的知覺CSR，對其產品購買意願具有正面影響；3）當消費者相信該企業存在著利他動機時，就會在「知覺CSR對產品購買意願影響」上產生顯著的正向調節效果；4）當消費者懷疑該企業存在著較多的利己動機時，卻沒有產生顯著的負面調節效果，這個結果顯示消費者在動機歸因的調節影響上，利己歸因與利他歸因並非單一連續軸的此消彼長關係，而可能是二個不同的構面。其意義是消費者認為企業普遍存在利己歸因，此點無可厚非而被認可；但當消費者認為個別企業同時存在著較多的利他歸因時，就會明顯的正向調節其購買該公司產品的意願。最後，本研究根據實證結果進行討論，並提出後續研究及管理實務上的建議。
英文摘要

With the changing environment of the times, consumers are paying more and more attention to corporate social responsibilities (CSR). If a company earnestly fulfills its CSR, it will gain the trust and recognition of consumers. This research tries to discover whether consumers' perceived CSR of related food manufacturing firms will affect their intention to purchase the company's products? This study further explores whether consumers skepticize (or believe) the genuine motive of companies when implementing CSR? Therefore, from the perspective of attribution theory, we examine the moderating effect of motivation attribution on "the influence of perceived CSR on product purchase intention". The "egoistic attribution" and "altruistic attribution" questionnaire items of motivational attribution are originally designed in this study according to the concepts described in the literature to meet the needs of this research. This study investigated four large and famous Taiwanese food manufacturing companies and entrusted an online-survey company to conduct a sample survey. A total of 480 valid questionnaires were collected and encoded. The analyses of the collected questionnaire data were conducted through SPSS statistical software to confirm reliability and validity, and further test various research hypotheses. The research findings are as follows: 1) The items of "egoistic as well as altruistic attributions" questionnaire of motivational attribution in this study have reached a satisfactory level in terms of reliability and validity, and can be used as the basis for ongoing and further research; 2) Consumers' perception of the company's CSR, has a positive impact on product purchase intention; 3) When consumers believe that the company is more inclined to attribute altruistic motive, it will have a significant positive moderating effect on "the perceived CSR impact on product purchase intention"; 4) When consumers is skeptical that the company is more inclined to egoistic motive, the negative moderating effect, however, is insignificant. The results show that the influence of motivational attributions on consumers, including egoistic attribution and altruistic attribution, are not on a single continuum but two different dimensions. Consumers generally accept that companies be egoistic in nature, which is understandable and recognized; however, when consumers believe that specific companies also posses altruistic attributions, they will significantly increase their intention to purchase the company's products. Finally, this study makes a discussion based on the empirical results, and puts forward suggestions for future research along with managerial practice.
主题分类 基礎與應用科學 > 基礎與應用科學綜合
工程學 > 工程學綜合
社會科學 > 社會科學綜合
社會科學 > 社會學
参考文献
  1. World Business Council for Sustainable Development, https://www.wbcsd.org/. Accessed Sep. 11, 2022.
  2. CSR 天下永續公民，https://topic.cw.com.tw/csr/，搜尋日期：2022 年 9 月 21 日。
  3. The Committee for Economic Development, https://www.ced.org/reports/single/social-responsibilities-of-business-corporations. Accessed Jul. 21, 2022.
  4. TSMC 2014 公司年報，https://investor.tsmc.com/chinese/annual-reports，搜尋日期：2022年 8 月 23 日。
  5. 經濟部工業局產業永續發展整合資訊網，https://proj.ftis.org.tw/isdn/，搜尋日期：2022 年10 月 1 日。
  6. Ali, F.,Sohail, M.(2018).Effects of corporate social responsibility on consumer purchase intention.Pakistan Journal of Humanities and Social Sciences,6(4),477-491.
  7. Amawate, V.,Deb, M.(2021).Antecedents and consequences of consumer skepticism toward cause-related marketing: Gender as moderator and attitude as mediator.Journal of Marketing Communications,27(1),31-52.
  8. Assiouras, I.,Ozgen, O.,Skourtis, G.(2013).Emerald Article: The impact of corporate social responsibility in food industry in product-harm crises.British Food Journal,115(1),108-123.
  9. Bae, M.(2018).Overcoming skepticism toward cause-related marketing claims: the role of consumers’ attributions and a temporary state of skepticism.Journal of Consumer Marketing,35(2),194-207.
  10. Becker-Olsen, K. L.,Cudmore, B. A.,Hill, R. P.(2006).The impact of perceived corporate social responsibility on consumer behavior.Journal of Business Research,59(1),46-53.
  11. Bianchi, E. C.,Bruno, J. M.,Sánchez, F. J. S.(2019).The impact of perceived CSR on corporate reputation and purchase intention.European Journal of Management and Business Economics,28(3),206-221.
  12. Bowen, H. R.(2013).Social Responsibilities of the Businessman.University of Iowa Press.
  13. Brown, T. J.,Dacin, P. A.(1997).The company and the product: Corporate associations and consumer product responses.Journal of Marketing,61(1),68-84.
  14. Carroll, A. B.(1991).The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders.Business Horizons,34(4),39-48.
  15. Carroll, A. B.(1979).A three-dimensional conceptual model of corporate performance.The Academy of Management Review,4(4),497-505.
  16. Chen, B. H.,Chiu, W. C.(2018).The relationship among consumer attributions, consumer skepticism, and perceived corporate social responsibility in Taiwan.International Journal of Marketing Studies,10(1),29-38.
  17. Connors, S.,Anderson-MacDonald, S.,Thomson, M.(2017).Overcoming the ‘window dressing’effect: Mitigating the negative effects of inherent skepticism towards corporate social responsibility.Journal of Business Ethics,145(3),599-621.
  18. Creyer, E. H.,Ross, W. T., Jr.(1997).The influence of firm behavior on purchase intention: do consumers really care about business ethics?.Journal of Consumer Marketing,14(6),421-433.
  19. Dalal, B.(2020).The antecedents and consequences of CSR skepticism: An integratedframework.Journal of Sustainable Marketing,1(1),1-6.
  20. d'Astous, A,Bitz, P.(1995).Consumer evaluations of sponsorship programmes.European Journal of Marketing,29(12),6-22.
  21. Davis, K.(1973).The case for and against business assumption of social responsibilities.Academy of Management journal,16(2),312-322.
  22. Dean, D. H.(2003).Consumer perception of corporate donations effects of company reputation for social responsibility and type of donation.Journal of Advertising,32(4),91-102.
  23. Deng, X.,Xu, Y.(2017).Consumers’ responses to corporate social responsibility initiatives: The mediating role of consumer–company identification.Journal of Business Ethics,142(3),515-526.
  24. Dodds, W. B.,Monroe, K. B.,Grewal, D.(1991).Effects of price, brand, and store information on buyers’ product evaluations.Journal of Marketing Research,28(3),307-319.
  25. Ellen, P. S.,Webb, D. J.,Mohr, L. A.(2006).Building corporate associations: Consumer attributions for corporate socially responsible programs.Journal of the Academy of Marketing Science,34(2),147-157.
  26. Elving, W. J.(2013).Scepticism and corporate social responsibility communications: The influence of fit and reputation.Journal of Marketing Communications,19(4),277-292.
  27. Foreh, M. R.,Grier, S.(2003).When is honesty the best policy? The effect of stated company intent on consumer skepticism.Journal of Consumer Psychology,13(3),349-356.
  28. Friedman, M.(1970).A Friedman doctrine: The social responsibility of business is to increase its profits.The New York Times Magazine,13(1970),32-33.
  29. Grönroos, C.(1984).A service quality model and its marketing implications.European Journal of marketing,18(4),36-44.
  30. Guilford, J. P.(1965).Fundamental Statistics in Psychology and Education.New York:McGraw-Hill.
  31. Gupta, S.,Nawaz, N.,Alfalah, A. A.,Naveed, R. T.,Muneer, S.,Ahmad, N.(2021).The relationship of CSR communication on social media with consumer purchase intention and brand admiration.Journal of Theoretical and Applied Electronic Commerce Research,16(5),1217-1230.
  32. Hair, J. F.,Black, B.,Babin, B. J.,Anderson, R. E.(2010).Multivariate Data Analysis: Global Edition.Harlow:Pearson Education.
  33. Ham, C. D.,Kim, J.(2020).The effects of CSR communication in corporate crises: Examining the role of dispositional and situational CSR skepticism in context.Public Relations Review,46(2),101792.
  34. Heider, F.(2013).The psychology of interpersonal relations.Psychology Press.
  35. Herzberg, F. I.(1966).Work and the Nature of Man.
  36. Huo, C.,Hameed, J.,Zhang, M.,Bin Mohd Ali, A. F.,Amri Nik Hashim, N. A.(2022).Modeling the impact of corporate social responsibility on sustainable purchase intentions: insights into brand trust and brand loyalty.Economic Research-Ekonomska Istraživanja,35(1),4710-4739.
  37. Keller, K. L.(2000).The brand report card.Harvard business review,78(1),147-158.
  38. Kim, S.,Rim, H.(2019).The role of public skepticism and distrust in the process of CSR communication.International Journal of Business Communication,2329488419866888.
  39. Klein, J.,Dawar, N.(2004).Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis.International Journal of Research in Marketing,21(3),203-217.
  40. Lange, D.,Washburn, N. T.(2012).Understanding attributions of corporate social irresponsibility.Academy of Management Review,37(2),300-326.
  41. Leonidou, C. N.,Skarmeas, D.(2017).Gray shades of green: Causes and consequences of green skepticism.Journal of Business Ethics,144(2),401-415.
  42. Ma, L.,Bentley, J. M.(2022).Can strategic message framing mitigate the negative effects of skeptical comments against corporate-social-responsibility communication on social networking sites?.Public Relations Review,48(4),102222.
  43. Maignan, I.(2001).Consumers' perceptions of corporate social responsibilities: A crosscultural comparison.Journal of Business Ethics,30(1),57-72.
  44. Marín, L.,Cuestas, P. J.,Román, S.(2016).Determinants of consumer attributions of corporate social responsibility.Journal of Business Ethics,138(2),247-260.
  45. McShane, L.,Cunningham, P.(2012).To thine own self be true? Employees’ judgments of the authenticity of their organization’s corporate social responsibility program.Journal of Business Ethics,108(1),81-100.
  46. Michael, B.(2003).Corporate social responsibility in international development: an overview and critique 1.Corporate Social Responsibility and Environmental Management,10(3),115-128.
  47. Mohr, L. A.,Webb, D. J.,Harris, K. E.(2001).Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior.Journal of Consumer Affairs,35(1),45-72.
  48. Pérez, A.,del Bosque, I. R.(2015).Corporate social responsibility and customer loyalty: exploring the role of identification, satisfaction and type of company.The Journal of Services Marketing,29(1),15.
  49. Polonsky, M. J.,Speed, R.(2001).Linking sponsorship and cause related marketing: Complementarities and conflicts.European Journal of Marketing,35(11/12),1361-1389.
  50. Porter, M. E.,Kramer, M. R.(2006).The link between competitive advantage and corporate social responsibility.Harvard Business Review,84(12),78-92.
  51. Robertson, T. S.,Gatignon, H.(1986).Competitive effects on technology diffusion.Journal of Marketing,50(3),1-12.
  52. Sen, S.,Bhattacharya, C. B.(2001).Does doing good always lead to doing better? Consumer reactions to corporate social responsibility.Journal of Marketing Research,38(2),225-243.
  53. Skowronski, J. J.,Carlston, D. E.(1987).Social judgment and social memory: The role of cue diagnosticity in negativity, positivity, and extremity biases.Journal of Personality and Social Psychology,52(4),689.
  54. Spears, N.,Singh, S. N.(2004).Measuring attitude toward the brand and purchase intentions.Journal of Current Issues & Research in Advertising,26(2),53-66.
  55. Story, J.,Neves, P.(2015).When corporate social responsibility (CSR) increases performance: exploring the role of intrinsic and extrinsic CSR attribution.Business Ethics: A European Review,24(2),111-124.
  56. Tian, Z.,Wang, R.,Yang, W.(2011).Consumer responses to corporate social responsibility (CSR) in China.Journal of Business Ethics,101(2),197-212.
  57. Walters, C. G.(1978).Consumer Behavior: Theory and Practice.New York, NY:Richard D. Irwin, Inc.
  58. Walters, C. G.,Paul, W. G.(1970).Consumer Behavior: An Integrated Framework.New York, NY:Richard D. Irwin, Inc.
  59. Webb, D. J.,Mohr, L. A.(1998).A typology of consumer responses to cause-related marketing: From skeptics to socially concerned.Journal of Public Policy & Marketing,17(2),226-238.
  60. Weiner, B.(1972).Attribution theory, achievement motivation, and the educational process.Review of Educational Research,42(2),203-215.
  61. Wongpitch, S.,Minakan, N.,Powpaka, S.,Laohavichien, T.(2016).Effect of corporate social responsibility motives on purchase intention model: An extension.Kasetsart Journal of social sciences,37(1),30-37.
  62. Yen, G. F.,Tsao, H. C.(2020).Reexamining consumers’ cognition and evaluation of corporate social responsibility via a DANP and IPA method.Sustainability,12(2),529.
  63. Yoon, Y.,Gürhan‐Canli, Z.,Schwarz, N.(2006).The effect of corporate social responsibility (CSR) activities on companies with bad reputations.Journal of Consumer Psychology,16(4),377-390.
  64. Zeithaml, V. A.(1988).Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence.Journal of Marketing,52(3),2-22.
  65. Zeithaml, V. A.,Berry, L. L.,Parasuraman, A.(1996).The behavioral consequences of service quality.Journal of Marketing,60(2),31-46.
  66. 王靜一,王海忠(2014)。企業社會責任活動中感知偽善的結構與量表開發。心理科學進展，22(7)，1075。
  67. 朱月喬,周祖城(2020)。企業履行社會責任會提高員工幸福感嗎？—基於歸因理論的視角。管理評論，32(5)，233。
  68. 朱翊敏,顏宏忠(2010)。消費者對企業捐贈行為的評價：企業聲譽及捐贈類型的影響。華東經濟管理，6，116-121。
  69. 胡晟(2010)。企業社會責任行為基於歸因理論的綜述。現代商業，36，113-113。
  70. 楊運澄(2012)。淡江大學。
  71. 劉怡君(2015)。逢甲大學。
  72. 盧東,寇燕(2009)。基於消費者視角的企業社會責任綜合解析。軟科學，23(3)，99-103。
  73. 盧東,寇燕(2010)。基於消費者視角的企業社會責任歸因。管理學報，6，861-867。
  74. 顏愛民,李亞麗,謝菊蘭,李瑩(2020)。員工對企業社會責任的差異化反應：基於歸因理論的闡釋。心理科學進展，28(6)，1004-1014。
print cancel