摘要
企業社會責任議題近年來已是各國組織間熱門的議題，無論透過何種形式，組織領導者競相參與其中，隨著商業模式不斷演進，各種過去未出現之組織型態、樣貌、營利方式陸續創新革命般的出現。過去學者探討諸多企業社會責任營造有利於企業形象之形塑，進而影響顧客意願的研究，然而本研究之討論議題核心「醫學中心」投入之社會責任型態與相關活動缺鮮少被提出。
本研究以台南地區醫學中心就醫者為研究對象，透過問卷調查，企圖探索就醫者對企業實踐社會責任之認知程度，進而是否影響其對該醫院之形象，如醫院專業能力、醫院實踐社會責任之程度。最終了解其就醫意願之是因何種因素而加深。
研究結果顯示，當民眾之企業社會責任認知中的倫理活動程度越高時，將影響其對醫院專業能力正向看法；當民眾之企業社會責任認知中的外部關係活動程度越高時會影響其對醫院社會責任實踐的正向看法。醫院形象中的醫院專業能力、醫院社會責任之實踐的認知越高，對於就醫意願越高。同時，民眾之企業社會責任認知程度與就醫意願的影響會經由，醫院形象之醫院專業能力、醫院社會責任之實踐的營造產生中介作用。

關鍵字: 企業社會責任、醫院形象、就醫意願

SUMMARY
Background: In recent years, social responsibilities have been frequently discussed in organizations worldwide. Organization leaders participate in such responsibilities through various methods. As business models have continued to evolve, new forms, images, and management modes of organizations have emerged. Studies have indicated that fulfilling corporate social responsibilities (CSRs) enhances corporate image and hence customers’ intentions to purchase their products and services; however, few have explored the forms and activities related to social responsibilities conducted by medical institutions, which was thus investigated by the current study.
Methods: A questionnaire survey was employed to examine the extent to which people understand CSR fulfilment; whether such understanding affected their perception of a hospital’s image, such as its professionalism and fulfillment of social responsibilities; and how the perception influenced people’s intention to seek treatment.
Results: A perceived CSR fulfillment resulted in a strong positive hospital image. Furthermore, people’s perception of the image of a hospital and knowledge of CSRs both positively influenced their intention to seek treatment in the hospital. Moreover, hospital image mediated the effect of people’s knowledge of CSRs on their intention to seek treatment at a hospital.
Keywords: corporate social responsibility (CSR); hospital image; intention to seek treatment

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