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題名:探討ESG對品牌形象及消費者認同之影響-以保險業為例
作者:蔡惠娟
作者(外文):TSAI, HUEY-JIUAN
校院名稱:逢甲大學
系所名稱:商學博士學位學程
指導教授:李元恕
學位類別:博士
出版日期:2024
主題關鍵詞:企業社會責任環境社會公司治理(ESG)品牌形象消費者公司認同購買意願口碑行銷CSRESGBrand ImageConsumer-Company Identification (C-CI)Purchase Intentione-WOM
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鑑於保險業以「環境Environment、社會Social、公司治理Governance」(ESG)執行「企業社會責任」(Corporate Social Responsibility,CSR)倡議促成永續綠色金融,已成為全球普世價值的顯學,本研究以問卷調查法,共取得223份有效問卷,並以結構方程式進行分析,目的是瞭解保險業在環境永續、社會公益與公司治理之因素下執行企業社會責任ESG倡議,消費者對公司品牌形象與消費者認同態度之影響。
先前研究著重於企業執行社會責任之慈善公益對品牌形象和購買意圖之影響,而金融保險業之ESG相關文獻則偏重於探討財務投資與風險管理面向,本研究為補足現有文獻之研究缺口,以保險業執行企業社會責任倡議為例,探討環境永續、社會公益以及公司治理(ESG)三個面向對「消費者-公司認同」(Consumer-Company Identification,C-CI)和「品牌形象」(BI)之效應,故本研究在明晟永續指數MSCI(Morgan Stanley Capital International)之 ESG基礎框架下發展出多因子研究模型與假說。
本研究分別從ESG三大因子驗證保險業執行企業社會責任對公司品牌與消費者態度之關鍵因素,並以性別差異作為干擾因素之調節作用,藉此了解企業執行ESG倡議與消費者行為之間的因果關係,本研究亦考慮「消費者-公司認同」(C-CI)和品牌形象對消費者行為與「電子口碑行銷」(e-WOM)之影響。本研究發現可作為學術研究者和企業高階經理人制定企業ESG倡議之洞察與策略研擬之依據與實務應用。
The fact of CSR initiatives with ESG have been the global value to promote sustainable green finance. In this study, 223 valid participants obtained by the questionnaire method with the structural equation to analyze and verify the hypothesis. The purpose is to understand the effect of consumers on the company’s brand image and consumers’ attitude toward recognition under the factors of ESG (Environment, Social, and Governance).
The study of Corporate Social Responsibility in the insurance industry explores the effect of ESG on Brand image and Consumer-Company Identification(C-CI). Therefore, this study is under the MSCI framework to develop the multi-factor research model and hypotheses.
Previous research regarding CSR has primarily focused on the company’s charitable welfare brand image and marketing strategies. Most of the ESG-related literature tends to emphasize financial risk and investment fields. This article verifies three factors of the insurance industry’s implementation of CSR on corporate brand and consumer attitudes from three pillar ESG factors and gender difference as a moderating variable to understand the relationship between ESG (Environment, Social, and Governance) initiatives and consumer behavior. This study also considers the cause relationship between Consumer-Company Identification and brand image on consumer citizenship behavior (e.g., in-role behavior purchase intention, out-role behavior e-WOM) effects. These findings can serve as the basis and practical application for academic researchers and corporate executives to formulate insights and strategies for CSR of ESG initiatives.
一、中文部份
孫洪梅(2018)。如何贏得人心?探討心理距離在企業社會責任倡議中對消費者認知之影響。逢甲大學商學博士論文,未出版,台中市。
楊心蒂(2017)。消費者自我建構對企業策略性慈善之反應—同理心與道德認同的中介與干擾角色。中原大學企業管理學系博士論文,未出版,桃園市。
楊運澄(2012)。消費者的企業社會責任認知對購買意圖之影響--以企業認同為中介變數。淡江大學會計學系碩士論文,未出版,新北市。
周蕙穩(2012)。企業社會責任、組織認同與企業聲譽關聯性之個案研究。淡江大學會計系碩士論文,未出版,新北市。
陳俊傑(2013)。企業社會責任、企業聲譽、組織認同與員工忠誠關聯性之研究。淡江大學企業管理系碩士論文,未出版,新北市。
謝美麗(2020)。探討在台灣的企業社會責任(CSR)形象和消費者購買行為之關係—以消費者信任度作為調節變量。東海大學企業管理系碩士論文,未出版,台中市。
王永才、諸承明(2016)。服務品質對顧客滿意度影響之研究—以企業社會責任及企業形象為干擾變項。中原企管評論,14(1)25-54。
李元恕、賴心怡(2007)。企業贊助對消費者品牌態度之影響。行銷評論。4(2),187-220。
李珍穎、高于庭(1995)。壽險業服務創新與企業社會責任對消費者行為意圖之影響-以顧客口碑為干擾變數。管理研究學報,16(2),83-119。
李承傑、董旭英(2017)。偏最小平方法結構方程模型。科學發展,539(11),20-25。
金寶玲、李珍穎、吳怡慧(2015)。企業社會責任對企業形象與顧客忠誠度影響之研究—人壽保險業實證。保險專刊,31(1)57-88。
洪秀芬(2019)。保險業ESG之公司治理。保險專刊。35(4)309-344。
張詠晴、羅慶棠(2017)。台灣保險公司如何盡企業社會責任? 風險管理學報,19(1)5-23。
姜淳方、林韻姍(2019)。旅館企業社會責任與顧客參與:顧客認知價值觀點。商略學報。11(1),63-80。
黃勇富、李素箱、蔡宏仁、張道群(2013)。產品資訊揭露、品牌權益與善因行銷間之關聯性研究-以外帶飲料連鎖加盟業為例。朝陽商管評論。12(1),65-90。
黃啟瑞、陳澤義、張彤、林志斌、林欣美(2019)。探討影響銀行企業社會責任之因素:以兩岸三地為例。東吳經濟商學學報,98(6),31-66.
趙品灃、趙怜琄(2017)。善因行銷對品牌形象與購買意願影響之研究。康大學報。7,57-82。
劉力瑛、張勝雄、曾義明(2014)。消費者識別和消費者對公司認同之實證研究-以Bhattacharya & Sen之概念性架構為基礎。顧客滿意學刊。10(1),37-64。
金融監督管理委員會官網連結:
https://www.fsc.gov.tw/ch/index.jsp
財團法人保險發展中心網站:
https://www.tii.org.tw/tii/comsumer/insurer/
經理人電子雜誌:
https://www.managertoday.com.tw/articles/view/62744?utm_source=likr&utm_medium=likr&utm_campaign=62744
2020天下雜誌SDGs國際論壇~富邦金控
https://youtu.be/yxj8BOVDJTo
2020天下雜誌 SDGs國際論壇~PwC資誠
https://youtu.be/IDfpH_pg-o0
2021玉山科技協會~勤業眾信論壇
https://youtu.be/TlDf5lPt3zo
天下ESG講座~金管會主委黃天牧
https://youtu.be/luKNkZu0mmw
台灣證券交易所~110年公司治理評鑑
https://webpro.twse.com.tw/webportal/vod/115/07556332CFDD-E49CE1DC-7680-11EB-81B5/?categoryId=150
保險業公開資訊觀測站
https://ins-info.ib.gov.tw/customer/life.aspx?UID=11456006
二、英文部份
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