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    題名: 科技業公益活動的適配組合:公益活動類型、公益活動地點、企業執行長形象、消費者生活型態
    The optimal composition of philanthropy in technology industry: type of philanthropy, location of cause, CEO image and consumer lifestyles
    作者: 張令乙
    Chang, Ling Yi
    貢獻者: 李嘉林
    Lee, Chia Lin
    張令乙
    Chang, Ling Yi
    關鍵詞: 公益活動
    企業執行長形象
    聯合分析法
    Philanthropy
    CEO image
    Conjoint analysis
    日期: 2017
    上傳時間: 2017-09-13 16:03:19 (UTC+8)
    摘要: 近年來企業社會責任蓬勃發展,落實企業社會責任的企業更具競爭優勢,因此越來越多企業投入企業社會責任領域。其中,公益活動是覆蓋CSR範圍最廣、企業參與程度最高的,即將企業社會責任視為企業的機會,從中創造與利害關係人的共享價值。
    網路時代,常在新聞和社交媒體曝光的科技業的CEO,幾乎可以說是企業形象的代言人。本研究認為讓科技業CEO親自代言企業公益活動,應該更具說服力。同時,台灣的高科技產業,不僅是最早開始重視社會責任概念,也是表現最佳的產業。本研究選擇科技業的公益活動組合為研究主體,以了解消費者對於「何種類型的企業公益活動、於何地舉辦、由何種形象的企業執行長代言」所組成的公益活動適配組合之偏好程度。以及,何種公益適配組合對於不同的消費者來說是最有效的。藉由上述研究,獲得一個一般性的公益活動組合原則。
    本研究主要使用聯合分析法進行分析,搭配單因子變異數分析和人口統計變數。最後,獲得以下結論:
    1.對整體消費者而言,最重視的屬性依序為「公益活動地點」、「公益活動類型」、「企業執行長形象」。上述三個受測體最喜愛的水準分別為「台灣」、「環境保育-實踐綠色生產」和「守信細心的臉書-馬克·祖克柏」。
    2.將消費者依生活型態分為四群:社交創新、流行時髦、務實進取及居家樂活。對不同生活型態的消費者而言,在公益活動類型的選擇上明顯各有所好;對企業執行長形象的偏好有略有差異性,但是在公益地點的偏好相同,皆最喜歡自身所在的台灣,最不喜歡距離遙遠的北歐。其中,社交創新集群,最重視企業執行長形象、公益活動類型和生活型態的一致性,視郭台銘和創新加速器為最適配的組合;流行時髦、務實進取及居家樂活集群,則喜歡「守信細心的臉書-馬克·祖克柏」,搭配較傳統的公益活動-實踐綠色生產及社區關懷。
    Recently, corporate social responsibility has become so flourish, in that implementation of corporate social responsibility embedded enterprises with more competitive advantage. And CSR is regarded as opportunities for enterprises, from which to create and share the value of stakeholders. That’s why more and more companies steps into the field of corporate social responsibility. Among all CSR activities, corporate philanthropies are the most extensive ones, for it involving the highest degree of business participation.
    In the age of Internet, we can often see the exposure of CEOs of the technology industry in news and social media, so they are sometimes be seen as the corporate image. Therefore, this research assumes that CEO could be a convincing spokesman for corporate philanthropies. Furthermore, Taiwan's high-tech industry is not only the first to pay attention to social responsibility, but also the best practice benchmark among all sectors. Therefore, this study attempt to find out an optimal combination of corporate philanthropies in the technology industry - "what type of corporate philanthropies, where, by what kind of image of the executive CEO endorsement," attracting customers most. And what kind of corporate philanthropies combination is the most efficient fit for consumers with different lifestyles? Through the research above, this study tries to establish general principles for compositions of corporate philanthropies.
    To analyze the preferences of consumers with different lifestyles, the researcher uses the conjoint analysis mainly, with ANOVA analysis and demographic variables. In conclusion, we obtain the best optimal compositions as follows:
    1. For consumers as a whole, the most important attributes are "location of a cause ," type of philanthropy "and "CEO image" in descending order. The personal levels of each attribute are "Taiwan," "Environmental Conservation - Green Production" and "Careful- Mark Zuckerberg."
    2. Consumers are divided into four groups according to lifestyles:
    (1)Innovative group: Taiwan, Star-ups accelerator, and Terry Gou.
    (2)Fashionable group, pragmatic group and contented group: Taiwan, Green production, and Mark Zuckerberg.
    參考文獻: 中文文獻
    一、網路資源
    1. Google 藝術與文化。2017年6月,取自:https://www.google.com/culturalinstitute/beta/
    2. 台灣執行長50強。哈佛商業評論繁體中文版。2017年6月,取自:https://www.hbrtaiwan.com/event/2016twceo/
    3. 台積電2015年報。2017年6月,取自: http://www.tsmc.com.tw/download/ir/annualReports/2015/chinese/index.html
    4. 永齡健康基金會生醫新創加速器。2017年6月,取自:http://www.ylhspectrum.com/
    5. 全球執行長100強。哈佛商業評論繁體中文版。2017年6月,取自:https://www.hbrtaiwan.com/event/2016ceo/
    6. 李振北(2017)。綠色倡議成功的秘訣-設定低門檻讓利害關係人更容易參與。CSRone永續報告平台。2017年6月,取自:http://www.csronereporting.com/topic_4077
    7. 高宜凡(2016)。科技業表現最亮眼,四成企業嘗試能源轉型。遠見雜誌,第359期。2017年6月,取自:https://www.gvm.com.tw/Boardcontent_31144.html
    8. 陳妤寧 (2016)。企業知道怎麼「做好事」嗎?四種 CSR 類型大整理。公益交流站。2017年6月,取自:http://npost.tw/archives/23973
    9. 遠見CSR企業社會責任獎。2017年6月,取自:https://www.gvm.com.tw/CSR/sign_up_01.html

    二、論文期刊
    1. 王彥荏(2013)。消費者生活型態、生活風格與智慧型手機品牌形象關聯性研究。政治大學廣播電視學研究所碩士論文。
    2. 王曉嬪(2002)。台灣人生活型態與價值觀變遷之研究。政治大學企業管理研究所碩士論文。
    3. 丘青鎧(2011)。運動休旅車品牌聯盟策略之探討-以聯合分析法分析。國立政治大學企業管理研究所碩士論文。
    4. 別蓮蒂與游舒惠(2002)。企業贊助公益活動之動機、決策與影響因素。廣告學研究。第十八卷。頁53-95。
    5. 李家名(2012)。公益行銷的適配組合:企業品牌個性、代言人類型、活動類型、人格特質。政治大學企業管理研究所碩士論文。
    6. 林宜欣(2001)。台灣企業公益行為之研究:以電子類企業組織為例。南華大學非營利事業管理研究所碩士論文。
    7. 康永華(1991)。企業公益形象與消費者行為之研究,國立交通大學管理科學研究所碩士論文。
    8. 張睿涵(2016)。汽車行銷的適配組合:企業品牌個性、代言人類型、廣告類型、消費者生活型態。 國立政治大學企業管理研究所(MBA學位學程)碩士論文。
    9. 陳香伶(2006)。市場區隔及公益行銷與消費者購買行為關係之研究。國立彰化師範大學工業教育與技術學系碩士論文。
    10. 黃蒼進(2003)。台灣企業公益行為之研究-以金融業之銀行為例。南華大學非營利事業管理研究所碩士論文。
    11. 黃營杉與齊德彰(2005)。企業倫理、社會責任與慈善公益作為之研究-以台灣高科技電子產業為例。人文暨社會科學期刊,第一卷第二期,頁65-82。
    12. 楊雅智(2015)。淺談企業社會責任之國際發展趨勢與國內推動現況。證券暨期貨月刊。第三十三期第一卷,頁5-15。
    13. 趙義隆(2000)。大型企業贊助公益活動之研究。行政院國科會專題研究補助計畫(NSC79-0301-H002-12)。
    14. 劉念寧(1990)。大型企業贊助公益活動之研究。國立台灣大學商學研究所碩士論文。
    15. 練乃華(1990)。推薦式廣告之溝通效果硏究,國立台灣大學商學研究所碩士論文。
    16. 鄭惠文(1991)。企業贊助公益活動與企業形象之研究。國立中興大學企業管理研究所碩士論文,未出版 。
    17. 錢玉芬與王可欣(2006)。廣告代言人的性格形象對品牌性格的影響-以 Nokia 新款手機的平面廣告為例。廣告學研究。第26期,頁 27-59。
    18. 謝惠嬪(2008)。中華電信企業公益行為之研究。世新大學公共關係暨廣告學研究所碩士論文。
    三、書籍、雜誌
    1. 台灣永續報告現況與趨勢(2016)。台北市:CSRone永續報告平台。
    2. 消費者行為(顧萱萱與郭建志譯)(2012)。台北市:學富文化。
    3. 真誠知已(2006),聯合分析的SPSS使用手冊。陳耀茂編審。台北市:鼎茂圖書出版。
    4. 黃俊英(2008)。行銷研究:管理與技術(第八版)。台北市:華泰文化。
    5. 鄭一青(2004)。沒有環保全盤皆輸,台灣科技代工面臨綠色挑戰。天下雜誌,第302期,頁184-190。
    6. 錢為家(2009)。企業社會責任實務全書。台北市:商周出版。

    英文文獻
    一、網路資源
    1. Best Global Brands 2016 Rankings. Interbrand. Retrieved May, 2017, from http://interbrand.com/best-brands/best-global-brands/2016/ranking/"
    2. Cone Communications/Ebiquity(2015). 2015 Cone Communications/Ebiquity Global CSR Study. Retrieved March 4, 2017, from http://www.conecomm.com/research-blog/2015-cone-communications-ebiquity-global-csr-study

    二、論文期刊
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    三、書籍
    1. Aaker, David A. (1991), Managing Brand Equity, The Free Press, New York.
    2. Bowen, H. R., & Johnson, F. E. (1953). Social responsibility of the businessman. New York: Harper.
    3. Elkington, J. (1998). Cannibals with forks: The triple bottom line of sustainability. Gabriola Island: New Society Publishers.
    4. Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. John Wiley & Sons.
    5. McGuire JW. (1963) Business and society. New York: McGraw-Hill.
    6. Nunnally, J. (1978). Psychometric methods.
    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    104363097
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G1043630972
    資料類型: thesis
    顯示於類別:[企業管理研究所(MBA學位學程)] 學位論文

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