科技部專題研究計畫主持人
MOST-106-2410-H-006-110-SSS
企業社會責任與善因動機:論證與訊號理論之應用
Corporate Social Responsibility and the Motive of Cause: Applications of Argument Patterns and Signaling Theory
科技部
Ministry of Science and Technology
國立成功大學企業管理系
Department of Business Administration, National Cheng-Kung Univ.
葉桂珍
Quey-Jen Yeh
國立成功大學企業管理系
Department of Business Administration, National Cheng-Kung Univ.
葉桂珍
教授
06-2757575,轉53327
yehqj@mail.ncku.edu.tw
計畫執行期間起:2017-08-01
計畫執行期間迄:2019-05-31
2018-06-20
2018-07-30
台灣消費者
1
007
01
企業社會責任;水果產銷履歷;企業可信度;訊息理論;論點模式;實驗設計法
Corporate social responsibility;fruit traceability;corporate reliability;signaling theory;argument patterns;experiment design approach
企業社會責任是企業有義務追求超乎自身利義與法律外,符合社會整體利益的責任。企業會對社會有這樣的熱忱,取決於顧客對企業採行社會措施之重要性看法與注意,尤其是顧客是如何用這些社會措施,做為其購買決策上判斷產品真實性與可靠性的訊息。但是社會措施之採行並非沒有困難,因為品質不良的賣方可能藉社會措施假造品質訊息,而品質良好者可能因負面的買方而受苦,其成效可能過於昂貴。社會措施之重要性訊息是如何與企業背景結合,應有更深入探討。 近年屢次發生之食安危機事件,使得產銷履歷訊息在品質不穩定的農產品市場愈顯重要。因成本關係,通常產銷履歷產品價格比無此標籤的產品價格高,但是否有市場效果?本計畫以社會顯著性、訊息理論為論述,實驗設計為方法,以消費者產銷履歷購買經驗為設計,用以證明產銷履歷於水果加工品之市場效果。研究重點主要在消費者對產銷履歷科技之社會重要性認知,以及此認知是否會提升他們支持產銷履歷產品,並因此提高對高價產銷履歷產品之購買意願。因手搖水果茶飲價格普遍週知,實驗過程以手搖水果茶飲為測試對象,並同時測試價格界限。 主要共檢驗兩模式:中介模式與調節模式。我們首先檢驗有關消費者支持之中介效果,亦即先檢驗消費者對產銷履歷於社會重要性上的認知與對產銷履歷系統的支持間之關係,再進而檢驗該支持是否提升購買高價產銷履歷產品之意願;接著驗證購買經驗與不同價格水準,對支持與購買意願間關係之調節。驗證結果顯示:上該兩模式皆獲支持。本計畫之發現除對產銷履歷文獻有貢獻外,亦證明產銷履歷不僅是企業獲利的一種利器,也是企業倫理與社會重要性的一種指標。
Corporate social responsibility concerns firms’ obligations, wherein companies go beyond their economic and legal responsibilities in the management of business. This enthusiasm of businesses depends on customers’ attention social significance by using it as a signal for product honesty and reliability, and their purchase decision- making. However, CSR initiative is not without difficulty. Its performance may become costly payoff, because sellers of poor quality product may forge quality signaling in relation to social work and those of good quality product may suffer from adverse selection of buyers. The effect of social signaling in relation to varying contexts deserves further study. Traceability plays an important signal in any market that is burdened with a high degree quality uncertainty due to a number of recent food safety crises. Drawing on social significance supplementary with signaling theory, this project demonstrates the marketing effect of fruit traceability. The research procedure involves experimental design in terms of consumer’s prior purchase experience with products associated to certified fruit traceability. The focus is on whether traceability label stimulates consumers’ awareness of traceability technology and connection to support and purchase of a high priced traceability associated product. Fruit handmade tea drink was chosen as the experimental target. Boundary of the price extent was also examined. We first evidenced the mediation model of perceived social significance of traceability system of consumers on their support of the system and if this support impact further on buying a high-priced traceable product. We then investigated the moderation of price together with purchase experience on the relationship between support of the system and the purchase intention of traceable product with difference priced levels. The results in both models support our propositions. The findings add to the food traceability literature in that traceability is not simply an economics niches, but also symbol of social ethics significance.
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