Type of Corporate Social Responsibility Impact on Consumer Awareness - Regulatory Focus and Construal Level as Moderators

• Main Author: 鄭佩蓉
• Other Authors: 張愛華
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/42000945174107267016

碩士 === 國立政治大學 === 企業管理研究所 === 101 === Increasingly expanding the scope of business operations also face more challenges, in addition to doing the basic operations, but if the consumer's point of view to be able to implement corporate social responsibility, may be more effective in subsequent operations excellence, and sustainable. Recently, enterprises are increasingly attach importance to corporate social responsibility,but which type of activities should be selected? How to communicate? Whether the effect of the characteristics of the object being to communicate about? Remains to be clarified, this study attempts to explore these issues, hoping for corporate social responsibility strategy selection helpful. This study pretest survey method and two-stage experiment, a total of 766 questionnaires were distributed, via regression analysis, variance analysis and other methods draw the following conclusions: 1. Classified the corporate social responsibility into proactive and reactive types.Proactive type is active in providing socially useful benefits; while reactive type is to reduce or avoid the legitimate operation of the process of the adverse impact on society. 2. When corporate social responsibility executive proactive type activities, the enterprises of consumers' awareness of social responsibility will better than when corporate social responsibility executive reactive type. 3. When corporate social responsibility executive proactive type activities, regardless of consumers' regulatory focus will have a higher awareness of social responsibility for the enterprises than executive reactive type activities. 4. When corporate social responsibility executive reactive type activities, with high construal level of communication, consumers will construct the social responsibility of the enterprise significantly higher than low construal level of communication. 5. When corporate social responsibility executive reactive type activities, and CSR activities express more specific, using the spokesperson's social distance farther to consumers will have a better image of corporate CSR awareness than using the spokesperson's social distance closer to consumers. 6. CSR awareness of corporate social responsibility is CSR type (proactive type and reactive type) and purchase intention mediator. Based on the findings, this study suggests that companies should carefully select the type of corporate social responsibility, and should choose easily understood by consumers of communication, in order to have a good awareness of corporate social responsibility