企業社會責任(Corporate Social Responsibility, CSR)之概念不斷發展，隨著社群媒體的興起，企業該如何在社群媒體上與Facebook使用者進行良好的CSR溝通？近年來，越來越多的執行長(Chief executive officer, CEO)開始使用社群媒體與Facebook使用者進行互動，究竟透過企業的官方社群媒體帳號，還是CEO的個人社群帳號會有較好的CSR溝通效果？本研究主要探討企業或CEO帳號在社群媒體Facebook上與Facebook使用者進行CSR溝通時，CSR類型（內部CSR vs. 外部CSR）貼文將如何影響使用者對品牌特質（道德、社交性、能力）認知，以及品牌特質認知將如何影響Facebook使用者的社群口碑(word-of-mouth on online social sites, sWOM)行為意圖。另外，本研究亦探討Facebook使用者個體之心理差異，包含人際信任傾向和道德認同表徵化在其中的調節效果。

本研究採量化研究中的實驗法，在網路平台上招募受測者進行2（CSR類型：內部CSR vs. 外部CSR）x2（CSR來源：CEO vs. 企業）實驗。研究結果發現外部CSR類型之訊息使Facebook使用者對企業產生更佳的道德與能力品牌特質感知，本研究亦證實品牌特質正向影響sWOM意圖，個體之人際信任傾向差異對於觀看企業發布之CSR貼文的道德特質感知具有調節效果，而個體之道德認同表徵化差異對品牌特質與sWOM意圖間不存在干擾效果。

The concept of corporate social responsibility (CSR) is continuously changing. How do companies conduct CSR communication with Facebook users on social media to win great effect with the social media rising? Recently, many CEOs began to use social media to interact with Facebook users. Using the company’s official public account or the CEO’s personal account can have better CSR communication to Facebook users? This study mainly explores the CSR type and CSR source interactive effect on Facebook’s CSR communication. How the different CSR type and source combination influences the Facebook users’ recognition (morality, competence, sociability) of companies? How the brand traits recognition influences Facebook users’ sWOM on Facebook? In addition, this research also explores the individuals’ psychological differences, including propensity to trust and moral identity symbolization.

A 2 (CSR type: internal CSR vs external CSR) ×2 (CSR source: CEO’s Facebook account vs company’s Facebook official account) between-subjects online experiment was conducted. The results of this study found that external CSR types of information enable Facebook users to have a better perception of the company’s morality and competence traits. Also, this research confirms that brand traits recognition positively influences sWOM intentions. The differences between individuals’ propensity to trust has an interference effect on company’s perception of morality. While the differences between individuals’ moral identity symbolization have no interference effect between brand traits and sWOM intentions.

目錄
論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
壹、緒論 1
第一節 研究背景與動機 1
第二節 研究問題 6
第三節 研究目的 7
貳、文獻回顧 8
第一節 企業社會責任(corporate social responsibility, CSR) 8
第二節 社群媒體與企業社會責任溝通來源 11
第三節 印象形成理論 14
第四節 品牌特質 16
第五節 人際信任傾向 17
第六節 社群口碑(word-of-mouth on online social sites, sWOM） 19
第七節 道德認同表徵化 20
參、研究架構與假說推論 22
第一節 研究架構 22
第二節 假說推論 22
肆、研究方法 33
第一節 實驗刺激物和前測 33
第二節 變數操作型定義及衡量 44
第三節 預試 47
伍、資料分析 53
第一節 正式實驗流程 53
第二節 正式實驗結果分析 53
陸、結論與建議 71
第一節 研究發現與討論 71
第二節 理論意涵 73
第三節 實務意涵 75
第四節 研究限制與未來研究方向 76
參考文獻 78
附錄一 100
附錄二 114

圖目錄
圖1、研究架構圖 22
圖2、CSR來源和信任傾向對道德特質之交互作用圖 66

表目錄
表1、國內外學者對CSR之定義 10
表2、前測一樣本資料結構 35
表3、前測一衡量構面之信度分析摘要表 36
表4、前測一問卷衡量構面之因素分析摘要表 36
表5、前測一變數之因素分析摘要表 36
表6、前測一操弄檢定CSR來源之T-test 37
表7、前測二樣本資料結構 40
表8、前測二衡量構面之信度分析摘要表 41
表9、前測二問卷衡量構面之因素分析摘要表 41
表10、前測二變數之因素分析摘要表 41
表11、前測二操弄檢定CSR類型之T-test 43
表12、預試樣本資料結構 48
表13、預試信度分析表 49
表14、預試問卷衡量構面之因素分析摘要表 50
表15、預試變數之因素分析摘要表 50
表16、正式實驗樣本資料結構 54
表17、正式實驗衡量構面之信度分析摘要表 55
表18、正式實驗問卷衡量構面之因素分析摘要表 55
表19、正式實驗變數之因素分析摘要表 56
表20、正式實驗操弄檢定CSR來源之T-test 58
表21、正式實驗操弄檢定CSR類型之T-test 58
表22、CSR來源和CSR類型在品牌特質之描述統計 60
表23、CSR來源、CSR類型在品牌特質上之ANOVA 60
表24、CSR來源和CSR類型搭配在品牌特質之描述統計 61
表25、CSR來源和CSR類型在能力特質上之單純主效果分析 62
表26、CSR來源、CSR類型和信任傾向在品牌特質之描述統計 63
表27、CSR來源、CSR類型和信任傾向在品牌特質之描述統計 63
表28、CSR來源、CSR類型和信任傾向在品牌特質之描述統計 64
表29、CSR來源、CSR類型、信任傾向在品牌特質上之ANOVA 65
表30、品牌特質與sWOM意圖Pearson題項相關性分析 67
表31、多元迴歸分析品牌特質與sWOM意圖之關係 67
表32、Process Model 1分析道德認同表徵化之調節效果 68
表33、假說檢定結果 69

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