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_

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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
作者(外文)：	Ko, Liangchun
校院名稱：	中國文化大學
系所名稱：	國際企業管理學系
指導教授：	林彩梅
學位類別：	博士
出版日期：	2012
主題關鍵詞：	企業公民行為；消費者認同感；消費者本國中心傾向；corporate citizenship behavior；consumer identity；consumer ethnocentric tendencies
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:46

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。

以文找文

The relationship between the MNEs' corporate citizenship behavior and consumer identity in host countries, and the moderating effects of consumer ethnocentric tendencies 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 reviewing 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 perceptions 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 environment. In addition, we also found that consumer ethnocentric tendencies will weaken the relationship between the MNEs’ corporate citizenship behavior and consumer identity in host countries.

以文找文

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