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研究生: 林柏逸
Lin, Po-Yi
論文名稱: The Relationship Between Perceived Autonomy on CSR, CSR Participation and Employee Brand Love: The Mediation of CSR Participation and Moderation of CSR Credibility
The Relationship Between Perceived Autonomy on CSR, CSR Participation and Employee Brand Love: The Mediation of CSR Participation and Moderation of CSR Credibility
指導教授: 盧承杰
Lu, Cheng-Chieh
口試委員: 賴志樫
Lai, Chih-Chien
李栢浡
Lee, Pai-Po
盧承杰
Lu, Cheng-Chieh
口試日期: 2022/04/26
學位類別: 碩士
Master
系所名稱: 國際人力資源發展研究所
Graduate Institute of International Human Resource Developmemt
論文出版年: 2022
畢業學年度: 110
語文別: 英文
論文頁數: 76
英文關鍵詞: corporate social responsibility, perceived autonomy, employee CSR participation, employee brand love, CSR credibility
DOI URL: http://doi.org/10.6345/NTNU202201377
論文種類: 代替論文:專業實務報告(專業實務類)
相關次數: 點閱:146下載:0
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  • Corporate social responsibility (CSR) has been widely accepted and researched both in business and academic fields. However, the domain of research has focused on macro-CSR or from internal stakeholders' perspectives, and regarding how to maximize the benefits of CSR initiatives is also under-researched. Consequently, this research aims to explore the relationships between the employee perceived autonomy on CSR and their positive attitudes toward the company’s brand, and the underlying mechanism of CSR participation. In addition, this research would also like to explore if the relationship between employee perceived autonomy on CSR and their CSR participation could be strengthened by CSR credibility. This study was conducted among 260 employees in the X insurance industry operating in Taiwan. IBM SPSS 23.0 was used to conduct descriptive statistics, Pearson correlation analysis and hierarchical regression analysis to analyze participants and test hypotheses. The results show that employee perceived autonomy on CSR is critical to enhancing employee brand love, CSR participation plays the mediating role in this relationship. The implications derived from the findings are also discussed.

    TABLE OF CONTENTS ABSTRACT I TABLE OF CONTENTS III LIST OF FIGURES V LIST OF TABLES VII CHAPTER I INTRODUCTION 1 Background of the Study 1 Background of the Company 4 Statement of the Problem 6 Purposes of the Study 8 Research Questions 8 Significance of the Study 8 Delimitations of the Study 9 Definition of Key Terms 10 CHAPTER II LITERATURE REVIEW 11 Perceived Autonomy on CSR 11 CSR Participation 13 Employee Brand Love 14 CSR Credibility 16 Perceived Autonomy on CSR and Employee Brand Love 17 Perceived Autonomy on CSR and CSR Participation 19 The Mediating Effect of CSR Participation 20 The Moderating Effect of CSR Credibility on Perceived Autonomy on CSR and CSR Participation 21 CHAPTER III METHODOLOGY 23 Research Framework and Hypotheses 23 Research Procedure 24 Sample and Data Collection 27 Questionnaire Design and Measurements 28 Control Variable 32 Data Analysis 33 CHAPTER IV RESULTS AND DISCUSSIONS 37 Result of Descriptive Statistics 37 Result of Pearson Correlation Analysis 38 Result of Hierarchical Regression Analysis 39 Discussions 45 CHAPTER V CONCLUSIONS AND RECOMMENDATIONS 49 Conclusions 49 Practical Implications of the Study 50 Limitations 52 Recommendations for Future Research 53 REFERENCES 55 APPENDIX A : QUESTIONNAIRE (ENGLISH VERSION) 65 APPENDIX B : QUESTIONNAIRE (CHINESE VERSION) 71

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