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研究生: 文孟培
Matthias Peter Weßling
論文名稱: 探究個體主義對學生感知企業社會責任重要之差異性
Exploring the difference of perceived importance of Corporate Social Responsibility among students in Individualistic vs. Collectivistic Countries
指導教授: 張佳榮
Chang, Chia-Jung
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2019
畢業學年度: 107
語文別: 英文
論文頁數: 64
中文關鍵詞: CSRCultural DimensionIndividualismCollectivism
英文關鍵詞: CSR, Cultural Dimension, Individualism, Collectivism
DOI URL: http://doi.org/10.6345/NTNU201900394
論文種類: 學術論文
相關次數: 點閱:138下載:14
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  • The main purpose of this paper is to explore the difference between collectivistic and individualistic countries for the perceived importance of corporate social responsibility (CSR), especially among the generation of students between the age of 18 and 30. The author refers to the cultural dimension of individualism of Hofstede (1984) and the three-pillar model of Crane and Matten (2008). A survey in Taiwan and Germany was conducted to find out about the level of individualism and collectivism and the perceived importance of the factors of general perceived importance, individual buying behavior and personal sacrifice.
    The survey consisted of 12 questions and was analyzed for statistical significance between the factors with different statistical test like regression, ANOVA and Mann-Whitney-U test. In total, 86 answers were collected with 43 participants in each country.
    The empirical evidence demonstrates that individuals in collectivistic countries feel a higher importance for CSR in general, especially for the social factor. For the individual buying behavior, both countries show to value the fact of social and environmental product aspects, also with Taiwanese participants answering to value those aspects more than Germans. The authors justify the results with the high social aspect of the culture in a collectivistic country resulting in a higher sensitivity for social and environmental aspects as part of a long-lasting good relationship between the members of the society as well as with the nature.

    The main purpose of this paper is to explore the difference between collectivistic and individualistic countries for the perceived importance of corporate social responsibility (CSR), especially among the generation of students between the age of 18 and 30. The author refers to the cultural dimension of individualism of Hofstede (1984) and the three-pillar model of Crane and Matten (2008). A survey in Taiwan and Germany was conducted to find out about the level of individualism and collectivism and the perceived importance of the factors of general perceived importance, individual buying behavior and personal sacrifice.
    The survey consisted of 12 questions and was analyzed for statistical significance between the factors with different statistical test like regression, ANOVA and Mann-Whitney-U test. In total, 86 answers were collected with 43 participants in each country.
    The empirical evidence demonstrates that individuals in collectivistic countries feel a higher importance for CSR in general, especially for the social factor. For the individual buying behavior, both countries show to value the fact of social and environmental product aspects, also with Taiwanese participants answering to value those aspects more than Germans. The authors justify the results with the high social aspect of the culture in a collectivistic country resulting in a higher sensitivity for social and environmental aspects as part of a long-lasting good relationship between the members of the society as well as with the nature.

    ABSTRACT 1 TABLE OF CONTENTS 2 LIST OF TABLES 4 LIST OF FIGURES 5 1. INTRODUCTION 6 2. CULTURAL DIMENSIONS 8 2.1. INTRODUCTION OF CULTURAL DIMENSIONS 8 2.2. CULTURAL DIMENSIONS 9 2.3. COUNTRY COMPARISON 11 2.4. SUMMARY CULTURAL DIMENSIONS ACCORDING TO HOFSTEDE 13 2.5. FURTHER DEVELOPMENT 14 3. CORPORATE SOCIAL RESPONSIBILITY (CSR) 17 3.1. INTRODUCTION 17 3.2. FROM SUSTAINABILITY TO CSR 17 3.3. THREE PILLAR MODEL OF SUSTAINABILITY 18 3.4. CSR AS A BUSINESS STRATEGY 18 3.5. WHAT CSR IS NOT 22 3.6. SOCIAL AND ENVIRONMENTAL RESPONSIBILITY AS MAIN OBJECTIVE OF A COMPANY 23 3.7. EXAMPLES OF CSR 24 4. STATE OF RESEARCH 25 4.1. INDIVIDUALISM VS. COLLECTIVISM IN DIFFERENT CULTURES 25 4.2. CULTURAL DIMENSIONS AND IMAGE 26 4.3. CULTURAL DIMENSIONS AND CORPORATE SOCIAL RESPONSIBILITY 28 5. DATA COLLECTION AND RESEARCH METHOD 30 5.1. RESEARCH QUESTION 31 5.2. METHOD 33 6. RESULTS 41 6.1. HYPOTHESIS 1 41 6.2. HYPOTHESIS 2 44 6.3. HYPOTHESIS 3 47 6.4. HYPOTHESIS 4 49 6.5. HYPOTHESIS 5 51 7. CONCLUSION 53 8. DISCUSSION 55 9. REFERENCES 57 10. APPENDIX 61 10.1. SURVEY 61

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