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負面報導、公司能力、企業社會責任、品牌認同對消費者忠誠度之影響－以林鳳營品牌為例

RELATIONSHIPS BETWEEN NEGATIVE PUBLICITY, CORPORATE ABILITY, CORPORATE SOCIAL RESPONSIBILITY, BRAND IDENTIFICATION, AND CUSTOMER LOYALTY: THE CASE OF THE LIN FENG YING BRAND

游淑萍

明志科技大學工業工程與管理系副教授

劉建志

明志科技大學工業工程與管理系

蔡翔宇

明志科技大學工業工程與管理系

陳彥霖

明志科技大學工業工程與管理系

Su-Pin Yu

Associate Professor, Department of Industrial Engineering & Management,

Ming Chi University of Technology

Jian-Jhih Liou

Undergraduate students, Department of Industrial Engineering & Management,

Ming Chi University of Technology

Hsiang-Yu Tsai

Undergraduate students, Department of Industrial Engineering & Management,

Ming Chi University of Technology

Yan-Lin Chen

Undergraduate students, Department of Industrial Engineering & Management,

Ming Chi University of Technology

摘要

       近來社會上危害消費者健康之食品問題層出不窮，使得消費者對於食品安全之危機意識高漲，2014年頂新事件波及味全旗下林鳳營品牌，雖然並非所有的消費者皆會立即受到負面訊息干擾，惟在眾多管道且持續交替影響的環境中，將逐漸的降低消費者的購買意願及品牌認同，並對公司長期建立之形象或商品的銷售產生莫大的傷害。本研究主要探討負面報導、公司能力、企業社會責任、品牌認同對消費者忠誠度之影響。本研究使用問卷調查法，共計發出310份問卷，回收整理並刪除無效問卷後，最後有效問卷數為303份，有效問卷回收率為97.7%，本研究利用線性結構方程模式來驗證模式配適度與研究假說。

       研究結果顯示，公司能力、企業社會責任對品牌認同有正向顯著之影響，而負面報導對品牌認同有反向顯著之影響；品牌認同對消費者忠誠度有正向影響；品牌認同於公司能力、負面報導、企業社會責任對消費者忠誠度之影響有完全中介效果。

關鍵字：負面報導、公司能力、企業社會責任、品牌認同、消費者忠誠度

ABSTRACT

       In recent years, food safety problems have continued to occur in Taiwan, seriously impacting on the consumer confidence and causing damage to brand identification. The purpose of this study was to discuss relationships between negative publicity, corporate ability, corporate social responsibility, and customer loyalty using consumers of the Lin Feng Ying brand.

　　The study used questionnaires to collect the data required for an empirical analysis; in total, 310 questionnaires were issued. After collection of the questionnaires and removal of invalid questionnaires, we collected 303 valid questionnaires; the effective response rate was 97.7%. Structural equation modeling was used to analyze the data and address the hypotheses.

       The results showed that the negative impact of negative publicity affected brand identification. Brand identification can positively influence customer loyalty; corporate social responsibility and corporate ability can positively influence brand identification. Relationships between negative publicity, corporate ability, corporate social responsibility, and customer loyalty were mediated by brand identification.

Keywords: Negative Publicity, Corporate Social Responsibility, Corporate Ability, Customer Loyalty, Brand Identification

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國際化決策的影響因素之探討：行為理論觀點

THE DETERMINANTS OF INTERNATIONALIZATION: BEHAVIOR THEORY PERSPECTIVE

陳瓊蓉

中原大學企業管理學系副教授

Chiung-Jung Chen

Associate Professor, Department of Business Administration,

Chung Yuan Christian University

摘 要

       國際化策略為臺灣公司很重要的生存與競爭武器，但此策略可能提升公司獲利，但也涉及不同程度的風險。本研究以臺灣上市公司為研究對象，使用行為理論的觀點探討公司績效回饋與剩餘資源對公司策略性投資行為的影響，找出影響公司國際化決策行為的關鍵變數。本研究發現當公司績效高於歷史績效或同業績效時，對於國際化投資決策有負向顯著影響，顯示管理者會有風險趨避傾向，不想進行較多涉及高風險的國際化投資。但當公司績效低於同業績效，對於公司的國際化投資決策有正向顯著的影響，而且離破產距離愈遠的公司，愈有誘因進行國際化投資來解決績效不佳問題，實證結果支持行為理論，但本研究發現低績效公司的國際化投資導致更差的績效。另一方面，本研究發現公司吸收剩餘資源與國際化程度呈現顯著正向關係，顯示吸收剩餘資源（銷售與管理能力）對於國際化投資決策扮演很重要的角色。最後，本研究提供研究結果之管理意涵作為決策者之參考。

關鍵字：國際化、行為理論、績效回饋、剩餘資源

ABSTRACT

       Internationalization strategy is an essential competitive tool and is vital to survival for Taiwanese firms. It enhances profit but is related to risk for firms. By choosing Taiwan listed firms as sample, this research draws on behavior theory to develop hypotheses to examine the impact of performance feedback and slack resources on firm strategic behaviors and to identify the key variables of internationalization decision.

　　The results indicate that when firm performance is above that of historical or peers, performance feedback has a negative impact on firm’s level of internationalization, showing that managers has the tendency of risk aversion to proceed for lower level of internationalization. However, when firm performance is below that of peers, performance feedback and the distance from bankruptcy have positive impacts on firm’s level of internationalization, which implies that managers tend to become risk seeking to implement higher level of international strategy to resolve performance problems. The results support for behavior theory. Besides, low performance firms have poor performance by seeking higher level of internationalization investment. Further, the findings show that absorbed slack resource has a positive association with internationalization, signifying that absorbed slack resource (i.e., marketing and management skills) is an important determinant of internationalization strategy.  This study concludes with some managerial implications for firms.

Keywords: Internationalization, behavior theory, performance feedback, slack resources

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旅館對員工之激勵能增進創新績效嗎？知識分享的中介效果及人格特質的調節效果

WOULD MOTIVATION ACTIVATE EMPLOYEES’ INNOVATION PERFORMANCE IN THE HOTELS? MEDIATING EFFECTS OF KNOWLEDGE SHARING AND MODERATING EFFECTS OF PERSONALITY TRAIT ON MOTIVATION AND INNOVATION PERFORMANCE

許順旺

輔仁大學餐旅管理研究所教授

嚴雯聖

輔仁大學餐旅管理研究所助理教授

黃韶顏

東南科技大學餐旅管理系教授

林鈺琪

輔仁大學餐旅管理研究所碩士

Shun-Wang Hsu

Professor, Graduate Institute of Restaurant, Hotel and Institutional Management,

Fu Jen Catholic University

Wen-Shen Yen

Assistant Professor, Graduate Institute of Restaurant, Hotel and Institutional Management, Fu Jen Catholic University

Shau-Yen Huang

Professor, Department of Hospitality Management,

Tungnan University

Yu-Chi Lin

M.S., Graduate Institute of Restaurant, Hotel and Institutional Management,

Fu Jen Catholic University

摘要

       本研究以台灣地區五星級旅館員工為研究對象，探討員工激勵、知識分享與創新績效間之關係，並探討人格特質是否會對員工激勵與知識分享及知識分享與創新績效之關係產生調節效果。採便利抽樣方式進行問卷調查，受測對象為五星級旅館工作滿六個月以上之正式員工。總計發出員工問卷525份，回收有效問卷401份，有效回收率為76.4%。研究結果顯示：員工激勵與知識分享、創新績效均有顯著的正向影響；知識分享與創新績效有顯著的正向影響；知識分享會對員工激勵與創新績效之間產生部分中介效果；B型人格特質會對員工激勵與知識分享及A、B型人格特質也會對知識分享與創新績效間產生調節效果。

關鍵字：員工激勵、知識分享、創新績效、A、B型人格特質

ABSTRACT

　　This research aimed to explore the relationships among five-star hotel employees’ motivation, knowledge sharing and innovation performance in Taiwan. The moderating effect of personality trait on the relationships among employees’ motivation, knowledge sharing and innovation performance was also examined. To empirically test the proposed relationships, 401 employees in the five-star hotels were recruited to the study. Of these, 401 were valid for further data analysis. The results showed that knowledge sharing mediated the relationship between employees’ motivation and innovation performance. Additionally, type B personality trait had moderating effect on the relationship between employees’ motivation and knowledge sharing. Type A and B personality trait, in addition, had moderating effect on the relationship between knowledge sharing and innovation performance.

Keywords: Employee Motivation, Knowledge Sharing, Innovation Performance, Type A and B Personality Trait

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行動應用程式的持續使用行為之研究

THE RESEARCH OF MOBILE APPLICATION ADOPTION AND CONTINUOUS USAGE

陳炫碩

國立中央大學企業管理學系助理教授

張耿郡

國立中央大學企業管理學系博士班

詹智超

國立中央大學企業管理學系碩士班

Shiuann-Shuoh Chen

Assistant Professor, Department of Business Administration,

National Central University

Keng-Chun Chang

Ph. D. Student, Department of Business Administration,

National Central University

Chih-Chao Jan

Master Degree Student, Department of Business Administration,

National Central University

摘要

       隨著資訊時代興起，行動裝置成為生活必需品，而行動應用程式的種類也急速增加，然而，行動應用程式與傳統的資訊系統採用有著本質上的差異。傳統資訊科技採用以企業為主，相對理性且採用後不易捨棄，而行動應用程式的採用以個人為主，易受情緒影響，而且捨棄容易。基於以上兩點差異，本文根據Thüring and Mahlke （2007）提出的CUE模型，同時考慮工具性與非工具性的價值，透過情緒體驗為中介影響消費者持續使用行為的習慣。本研究以Nike + 為研究背景，透過問卷調查後，實證的結果：(1)工具性價值感知與非工具性價值感知皆對情緒體驗有正向顯著影響。(2)情感體驗對工具性價值與使用習慣有中介效果。(3)情感體驗對非工具價值與使用習慣無中介效果。

關鍵字：行動應用程式、情感體驗、習慣、持續使用行為、情緒體驗

ABSTRACT

　　People cannot live without mobile devices in Digital Age. Because mobile devices are omnipresent, mobile applications increase dramatically. However, comparing with traditional information technologies (IT) with mobile applications (App), there are two differences. First, the adopters of the IT are enterprises, and the adopters of the App are persons. So App’s adopters are relatively emotional. Second, abandoning an App has lower cost than abandoning an IT. According to these two reasons, our research refers to user experience model purposed by Thüring and Mahlke (2007) to take emotional and continuing usage habit into account, and using Nike + as research background. Our research issued questionnaires to validate the hypotheses. The empirical results are following: (1) The value of perception of instrumental qualities and non-instrumental qualities have positive effect on emotional experience. (2) The emotional experience mediate the value of perception of instrumental qualities to habit. (3)There are no mediation between the values of perception of non-instrumental qualities to habit.

Keywords: Mobile Application (App), Emotional Experience, Habit, Continuing Usage, Emotional Experience

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