Responsive image
博碩士論文 etd-0128113-143615 詳細資訊
Title page for etd-0128113-143615
論文名稱
Title
主題樂園產業的企業社會責任對組織認同及企業形象之影響 - 以義大遊樂世界為例
The Effects of Corporate Social Responsibility on Organizational Identification and Corporate Image in Theme Park Industry - A Case of E-DA Theme Park
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
82
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2013-01-11
繳交日期
Date of Submission
2013-01-28
關鍵字
Keywords
企業形象、組織認同、企業承諾、企業社會責任、主題樂園
corporate image, organizational identification, corporate commitment, corporate social responsibility, theme park
統計
Statistics
本論文已被瀏覽 5807 次,被下載 494
The thesis/dissertation has been browsed 5807 times, has been downloaded 494 times.
中文摘要
Michael Porter於2007年將研究重心放在企業社會責任上,並在《天下雜誌》的專訪中強調:「社會責任就是企業核心事業策略的一部分。」因此,本研究試圖從營運策略的角度,探討企業推行社會責任的重要性。

基於上述,本研究之目的即在於探討主題樂園產業的企業社會責任推行,對消費者認知的「企業形象」以及員工「組織認同」之間的影響性。本研究以高雄義大遊樂世界為研究主體,回收含消費者及樂園員工的有效問卷共計685份,復經信效度分析、因素分析、描述性統計分析、相關分析與迴歸分析之統計分析方法,以了解各研究變項之現況,並進行假設檢驗工作。

研究發現,主題樂園產業推行企業社會責任活動,對消費者認知的企業形象及員工的組織認同均有顯著正向之影響。此外,消費者認知的企業形象對員工的組織認同亦有顯著的正向影響。本文針對研究結果提出管理意涵並詳加討論。
Abstract
Michael Porter focuses his research on corporate social responsibility (CSR) and addressing that, "Social responsibility would be one essential part of companies' business strategies." during the interview of CommonWealth Magazine in 2007. Therefore, this study attempts to explore the importance of the implementation of social responsibility from the point of view of Operating strategies.

Based of above, the purpose of this study is to explore the impacts to each other among implementation of CSR, corporate image from consumers, and organizational identification from employees. This study is focuses on E-DA Theme Park located in Kaohsiung and retrieved 685 valid questionnaires, including consumers and employees. By means of reliability, validity, factor analysis, descriptive statistics, correlate analysis, we use hierarchical regression to realize research variables and verify hypothesis.

Findings of this study shows that CSR's implementation did have positive correlation with consumers' perception of corporate image and employees' organizational identification. Moreover, the evaluation of corporate image from consumer also has positive correlation with employees' organizational identification. Suggestions and recommendations for future research are thus discussed.
目次 Table of Contents
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第二章 文獻探討 7
第一節 主題樂園 7
第二節 企業社會責任 10
第三節 企業形象 16
第四節 組織認同 20
第三章 研究方法 24
第一節 研究架構與假設 24
第二節 研究變項之操作性定義及衡量 25
第三節 研究對象與施測方法 31
第四節 資料處理 35
第四章 研究結果分析與討論 37
第一節 樣本統計之描述分析 37
第二節 信度分析 41
第三節 研究變項現況分析 42
第四節 相關性分析 47
第五節 迴歸分析 49
第五章 結論與建議 53
第一節 研究結論 53
第二節 管理意涵 56
第三節 研究限制與未來研究方向 59
參考文獻 60
附錄一 正式研究問卷-消費者 66
附錄二 正式研究問卷-員工 70
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