多國籍企業公民行為與當地國消費者認同感關係影響之研究—受消費者本國中心傾向之干擾

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/23572

請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/23572

題名:	多國籍企業公民行為與當地國消費者認同感關係影響之研究—受消費者本國中心傾向之干擾
作者:	柯亮群
貢獻者:	國際企業管理學系
關鍵詞:	企業公民行為 corporate citizenship behavior 消費者認同感 consumer identity 消費者本國中心傾向 consumer ethnocentric tendencies
日期:	2012
上傳時間:	2012-11-01 10:24:59 (UTC+8)
摘要:	本研究問題是探討多國籍企業公民行為與當地國消費者認同感之關係，以及其受消費者本國中心傾向干擾之結果。在一般的認知中，企業公民行為對消費者認同會有正向的提升，然而根據過去文獻，消費者對於企業應善盡之公民行為有不同感受，而文獻也指出消費者會因為企業善盡公民行為而產生認同，是利基於他們相信與這家公司共同擁有某種共同的特性，因此不同企業公民行為對於不同層面的消費者認同感間之關係有必要進一步釐清。研究結果發現，重視「道德的企業行為」的消費者當多國籍企業善盡道德的企業行為越高，會使其参與行為越高；重視「對利害關係人之承諾」的消費者，當多國籍企業善盡對利害關係人之承諾越高，會使其認同感知覺程度與情感認同越高；重視「對環境的承諾」的消費者，當多國籍企業善盡對環境的承諾越高，會使其認同感知覺程度與參與行為越高。此外，本研究也發現本國中心傾向越高對企業公民行為與當地國消費者認同感之關係有弱化之干擾效果。 The relationship between the MNEs' corporate citizenship behavior and consumer identity in host countries, and the moderating effects of consumer ethnocentric tenden-cies are those which this study intends to explore. Our research problems can be found in the existing literature, and put forward the hypothesis of this study after literature re-viewing and logical deduction. In general thinking, corporate citizenship behavior will be a positive improvement to consumer identity. However, according to the past literature, consumers have different perceptions when enterprises show their citizenship behavior. The literature also pointed out that a consumer is able to identify the corporate due to some common characteristics between the consumer and the citizenship behavior. Thus, we believe that it is necessary to clarify the relationship between different corporate citizenship and different levels of consumer identity. The results indicate the consumers who emphasize on “ethical corporate behavior” will enhance their participants when MNEs show more ethical corporate behavior ; the consumers who emphasize on “commitment to stakeholders” will enhance their percep-tions and emotional identity when MNEs show more commitment to stakeholders; the consumers who emphasize on “commitment to the environment” will enhance their perceptional identity and participants when MNEs show more commitment to the envi-ronment. In addition, we also found that consumer ethnocentric tendencies will weaken the relationship between the MNEs’ corporate citizenship behavior and consumer iden-tity in host countries.
顯示於類別:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
index.html		0Kb	HTML	142	檢視/開啟

檢視Licence

在CCUR中所有的資料項目都受到原著作權保護.

資料載入中.....