| 摘要: | 本研究的目的是探討企業社會責任(Corporate Social Responsibilities)與員工組織公民行為及消費者溝買忠誠之關係，經由文獻探索並引用其邏輯來推理，發現有必要探討之間的關係。
本研究的第一個部分是透過紙本問卷的方式，請台灣四間大型食品工廠的員工幫忙填寫。該企業的員工對將會對其企業的企業社會責任提出之看法，並在該出服務所感受的信任度、幸福度、及組織公民行為進行填答。
本研究的第二個部分是透過紙本問卷及網路問卷的方式，請一般消費者針對台灣四間大型食品工廠的看法來填寫。消費者將從一般可獲得該企業的資訊，對於其讓消費者所感受的企業社會責任的值行度、信任度、幸福度、以及對該企業的購買忠誠之行為進行填答。
本研究的也將會在這第二個問卷加入情境題，主要的目的是來測驗填問卷者的道德度，藉此來研討是否道德度會對企業社會責任所帶來的影響進行干擾作用。
本研究的結果發現信任度及幸福度將會對員工的組織公民行為造成顯著的影響。同樣的，信任度及幸福度也會對消費者的購買忠誠有顯著的影響。本研究也發現，企業社會責任也會對員工的組織公民行為以及消費者的購買忠誠帶來顯著的影響。至於道德感的干擾，本研究發現只有消費者的道德感會對購買忠誠有所干擾。對於員工的組織公民行為，干擾是不顯著的。
The purpose of this study is to determine the relation between Corporate Social Responsibilities, Organizational Citizenship Behavior, and consumer royalty. By study theories and studies from previous scholars, there is a need to discuss their relationship.
The first part of this study is, by distributing paper survey to four major food manufacturers in Taiwan, asking their employees to fill the surveys. The employees would answer the questions the survey according their opinions on company’s corporate social responsibilities, trust, well-being, and organizational citizenship behavior.
The second part of this study is by paper survey as well as web survey. This survey is for consumers to fill based on their opinions of the companies. Consumers’ opinions on company’s corporate social responsibilities, trust, well-being, and royalty are based on the information they receive through normal channel.
In this study, there would be a circumstantial question adding to the survey. The purpose of the question is to determine the ethic of test subjects. Ethic would be used as an interference between corporate social responsibilities, organizational citizenship behavior, and consumer royalty.
In this study, effect of employee trust and well-being on organizational citizenship behavior is significant. Also, effect of consumer trust and well-being on royalty is also significant. This study also found that corporate social responsibilities have positive effect on organizational citizenship behavior and consumer royalty. Lastly, this study found that the ethic only interferes consumer royalty, but not employee’s organizational citizenship behavior. |
