| Summary: | 碩士 === 國立政治大學 === 廣告研究所 === 98 === Reflecting the world trend, Modern enterprises take corporate social responsibility （CSR） more seriously, and it’s important to let consumers know what beneficence enterprise have done. Though researches about CSR are numerous, there is few studies focusing on CSR disclosure.
This article probes into the effect of CSR message disclosure forms on organization association of consumer. And focus on three questions: （1） Do disclosure forms of CSR messages affect consumers’ trust level as well as their organization association? And how do they affect? （2） Do different product involvement of customers will affect their trust level as well as their organization association? （3） Whether or not will the consumers’ trust level affect their organization association ? In order to answer these three questions, there are four major variables in this research: product involvement, text forms, discloser, and issue types.
The findings indicate that each single variable has no significantly effect on trust level or organization association. However, when it was under some preconditions or cross- variable（more than one variable）, multiple situations show that different variables of disclosure messages do affect trust level and organization association.
The research findings include:（1）forms of disclosing CSR messages would affect consumers’ organization association,（2）consumers’ product involvement should be considered when designing the disclosure message,（3）Reliability of CSR information would affect customers’ organization association, and（4）philanthropy is not the best type of issues.
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