The Study on Employee Intention of Corporate Social Responsibility Activity by the Theory of Planned Behavior-A Case of Chunghwa Post

• Main Authors: LUO, MENG-YI, 羅孟伊
• Other Authors: Fang, Chen-Ling
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/gkhx6u

碩士 === 國立臺北大學 === 金融與合作經營學系 === 103 === Both public and private sectors are committed to promoting the corporate social responsibility in Taiwan. They attempt to link operation with society. Chunghwa Post is also actively engaged in corporate social responsibility activities in recent years. How to link the relationship between corporate social responsibility and society in Chunghwa Post? The answer is people, more exactly is employee. Thus, this study tries to connect the relationship between employee perception of corporate social responsibility and employee participating in corporate social responsibility activities. This study will apply Ajzen's theory of planned behavior (TPB) to take a connection on attitude toward the behavior、subjective norm、perceived behavioral control and behavior intention. The questionnaire surveys and hierarchical regression analysis are used to analyze and verify the proposed hypotheses. Participants of this study include 432 subjects. The empirical results of this study show that only “the CSR to social and non-social stakeholders” will be a significant positive influence on employee participating in corporate social responsibility activities through the theory of planned behavior. Attitude toward the behavior, subjective norm and perceived behavioral control will positively and significantly affect employee behavior intention. Only job content and work region of demographic variables have significant difference.