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研究生： 楊琇喻
Yang, Hsiu-Yu
論文名稱： 探討產品傷害危機下之企業社會責任與消費者對產品之反應─以智慧型手機為例
Exploring the Relationship of CSR and Consumer Product Response in a Product-harm Crisis – An Example of Smart Phones
指導教授： 葉桂珍
Yeh, Quey-Jen
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2018
畢業學年度： 106
語文別： 英文
論文頁數： 65
中文關鍵詞： 企業社會責任 、產品傷害危機 、知覺可靠度 、購買意願
外文關鍵詞： product-harm crisis, CSR reputation, perceived reliability, purchase intention
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    • 　　近年來，產品傷害事件頻傳，從食品、汽車到手機皆曾傳出。與此同時，許多企業無論是出於利害關係人的期望或是有心善盡身為世界公民的責任，都積極實踐企業社會責任。而這兩者會如何相互影響，也就是在產品傷害事件中，企業在企業社會責任的投入會為企業本身帶來的影響，近年來吸引了許多研究者的投入。
    　　而在相關文獻中，有許多研究對產品傷害危機下企業社會責任對公司的財務或行銷的影響或助益進行探討。其中，因為在產品的知覺可靠度方面的研究相當稀少，且大部分研究以企業社會責任為變數，忽略其實有些公司在企業社會責任可能較少為人知，因此本研究將探討產品傷害危機之下企業社會責任聲譽對於消費者產品知覺可靠度會有什麼樣的影響。
    　　本研究透過實驗設計法，以智慧型手機為例，將產品傷害分為有或無、企業社會責任聲譽分為高或一般，共組合出四種情境，藉此探討消費者在產品傷害危機中，其對產品的觀感會因該企業此前累積的企業社會責任聲譽而有什麼不同。
    　　本研究的數據分析結果顯示，企業社會責任聲譽對於產品傷害危機對消費者的知覺可靠度的關係存在調節效果，知覺可靠度也在產品傷害危機與購買意願間扮演部分中介的角色。
    　　藉此本研究推論，若企業擁有高企業社會責任聲譽，當產品傷害危機發生時，消費者的知覺可靠度比企業社會責任聲譽普通的公司高。也就是說，雖然企業社會責任可能在實踐的過程中有所花費，但換來的CSR聲譽卻使公司在危機中保有較高的消費者評價。因此，根據此研究結果，盼望能激勵企業積極從經濟、法律、道德、慈善等四個層面來實踐企業社會責任，藉以為永續發展盡一份力，更是為企業本身在面臨危機時多出一份保障。

    In recent years, there are quite a lot of product harm crises. Some are food made from harmful ingredients, and some are defected products. Meanwhile, there are more and more firms put effort into CSR to contribute to global sustainability. How will CSR interact with a product-harm crisis has become a popular research topic.
    Many researches are aimed at exploring the CSR’ s influences on firms’ financial performances or marketing effectiveness in a product-harm crisis. However, there are few researches focus on consumers’ confidence or trust in the cability of product itself. Also, current researches use CSR as a variable but not all the firms’ CSR practices are known by people. Thus, this research aims at exploring the influences of CSR reputation on consumers perceived reliability in a product-harm crisis.
    In this research, experimental approach is used to investigate how consumers’ s evaluation of the products will be affected by CSR reputation in a product-harm crisis. Product harm crises and CSR reputation are both divided into two levels, resulted in four scenarios in total. The results show that CSR reputation moderates the effect of a product-harm crisis on perceived reliability. Also, perceived reliability mediates the effect of a product-harm crisis on purchase intention.
    In consequence, whether a product-harm crisis happens or not, CSR reputation gives firms high perceived reliability. Therefore, it is encouraged that firms proactively realize their corporate social responsibility, not only for global sustainability but also for attaining a protection in crises.

    TABLE OF CONTENTS 摘要……… I Abstract….. II 誌謝……… III TABLE OF CONTENTS IV LIST OF TABLES VII LIST OF FIGURES VIII Chapter 1 Introduction 1 1.1 Research Motivation 1 1.2 Research Purpose 3 1.3 Research Process 3 Chapter 2 Literature Review 5 2.1 Product-harm Crisis 5 2.2 CSR Reputation 7 2.2.1 Corporate Social Responsibility (CSR) 7 2.2.2 CSR Reputation 8 2.3 Perceived Reliability 11 2.3.1 Definition 11 2.3.2 Scale 11 2.3.3 Effects 12 2.4 Purchase Intention 13 2.4.1 Definitions 13 2.4.2 Formation of Purchase Intention 13 Chapter 3: Methodology 15 3.1 Research Framework 15 3.2 Research Hypotheses Development 16 3.2.1 Product-harm Crisis and Perceived Reliability 16 3.2.2 CSR Reputation, Product-harm Crisis, and Perceived Reliability 16 3.2.3 Perceived Reliability and Purchase Intention 17 3.2.4 Product-harm Crisis, Perceived Reliability and Purchase Intention 18 3.3 Research Design 19 3.3.1 Scenario Design 20 3.3.2 Questionnaire Design 23 3.3.3 Operational Definitions of Response Variables 24 3.3.4 Sampling Plan 26 3.4 Data Analysis Method 28 3.4.1 Correlation Analysis 28 3.4.2 Confirmatory Factor Analysis 28 3.4.3 Analysis of Covariance (ANCOVA) 28 3.4.4 Hierarchical Regression 29 3.4.5 Mean Analysis 29 Chapter 4 Research Analysis and Results 30 4.1 Descriptive Analysis 30 4.1.1 Sample Size 30 4.1.2 Sample Portfolio 31 4.2 Validity and Reliability 33 4.2.1 Perceived Reliability 33 4.2.2 Purchase Intention 35 4.3 Correlation Analysis 36 4.4 The Moderating of CSR Reputation on the Relationship between Product-harm Crisis and Perceived Product Reliability 38 4.5 The Mediation of Perceived Reliability between Product Crisis, and Purchase Intention 40 4.6 Mean Analysis 43 Chapter 5 Discussion and Conclusion 45 5.1 Conclusion 45 5.1.1 Research Result of the Effect of Product-harm Crisis on Perceived Reliability 45 5.1.2 Research Result of the Moderation Effect of CSR Reputation 46 5.1.3 Research Result of Perceived Reliability’s Effect on Purchase Intention 47 5.1.4 Research Result of the Mediation Effect of Perceived Reliability 47 5.2 Contribution 49 5.3 Managerial Implication 50 5.4 Limitation and Suggestions for Future Research 52 5.4.1 Sample 52 5.4.2 Product Chosen for Experiment 52 5.4.3 Manipulation of Variables 52 5.4.4 Research Variables 53 REFERENCES 54 APPENDIX: Questionnaire 59

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