公司能力與企業社會責任在企業負面報導下對消費者之影響-以TOYOTA油門事件為例

Abstract

本研究檢視組織聯想的兩個型態：公司能力與企業社會責任，在公司發生負面報導的時候，對消費者態度與行為之影響。以2010年TOYOTA油門事件的負面報導作為研究背景，並以三家國營企業的員工為抽樣對象，共收集477份有效問卷，再以線性結構方程式檢驗研究假設。研究結果證實公司能力與企業社會責任皆會正向影響消費者信任與消費者認同；企業社會責任能負向調節知覺負面報導和消費者信任、認同之間的關係；但公司能力在本研究的調節作用不具顯著性；而消費者信任與認同會正向影響購買意圖。根據本研究結果，行銷經理與危機管理者可以將公司能力與企業社會責任視為負面報導發生時，仍然能使消費者對其信任與認同的重要溝通方法。

The present study examines the effects of two general types of corporate associations on customers’ attitudes and behaviors: One is corporate ability (CA), and the other is corporate social responsibility (SCR). Take negative publicity on Toyota regarding its gas pedal as research background, and investigate personnel in three state-owned enterprises, totally collecting 477 valid questionnaires, and then use SEM to test the hypotheses. The results of this study demonstrate that both CA and CSR have effects on customer trust and customer identification; CSR can negatively moderate the relationship between perceived negative publicity and customer trust, also customer identification; however, CA as the moderator in this study doesn’t reveal significance; customer trust and customer identification have effects on purchase intention. Based on the results of this study, marketing managers and crisis managers can use CA and CSR as important communicating instrument, because customers still trust and identify the company which suffered negative publicity.