- 1 2*

1-(41157) 2-(41157)

*febia1010@hotmail.com

(Corporate Social

Responsibility, CSR)CSR

624(1)

CSRCSRCSR(2)(3)(4)(5)

1. 1.1

(Corporate Social Responsibility, CSR)(Esrock & Leichty, 1998)

CSR CSR

(Lichtenstein, Drumwright & Braig, 2004)Vogel(2005)(Kotler & Lee, 2005)(Porter & Kramer, 2006)(McWilliams & Siegel, 2001)(Fombrun & Shanley, 1990)CSR

(Park, Jaworski & Maclnnis, 1986)(Reynolds & Gutman, 1984) CSR

Fournier(1998)Brandt(1998)

CSR (2012)

1.2

2.

2.1 (CSR) 1950 Bowen(1953) CSR

Lichtenstein et al.(2004)

(Clarkson, 1995; Freeman, 1984; Mitchell, Agle, & Wood, 1997; Waddock et al., 2002Brunk, 2010)

1.(customers)

2.(employees)

3.(environment)

4.(economic)

5.(communities)

2.2

Gardner and Levy(1955)Grewal and Krishnan(1998)

Randall(1997)

Park, Jaworski and Maclnnis (1986)

1.

2.

3.

2.3

Howard(1994)Robertson(1970)Wilkie(1986)Arjun(1999)

Garretson and

Burton(1998) 2.4

(Oliver, 1980)Kotler(1999)Woodside and Daly(1989)Muller(1991)

Reichheld(1996) 2.5

Jacoby and Kyner(1973)

Reynolds and Gutman(1984)Farr and Hollis(1997)1.2.

Kotler(1996)1.2.3.4.Gounaris and Stanthakopoulos(2004)

Blatterg and Neslin(1990) 1.

2.

3.4. 2.6

Bauer(1960)

Zeithaml(1988)

()(Dodds, Monron & Grewal, 1991)(Schiffman & Kanuk, 2000)

3.1

Maignan and Ferrell(2001) CSR (Becker-Olsen et al., 2006)(Pivato et al., 2008)(WBCSD) CSR (WBCSD, 2008)CSR (Brunk, 2010)(Park, Jaworski & Maclnnis, 1986)

2006

Fombrun and Shanely(1990)

2009 Carroll(1979)

Brown and Dacin(1997)

CSR (Sen et al., 2006)(Sen & Bhattacharya, 2001)/

(Sen et al., 2006) CSR

H1a H1b H1c H2a H2b H2c

H3a H3b H3c H4a H4b H4c H5a H5b H5c

3.2

Kamins and Marks(1991)Laroche et al.(1996)Park et al.(1986)Howard(1994)

H6 H7 H8

3.3 Woodruff, Cadotte, and Jenkins(1983)

Anjun(1999)

Aaker(1991)

Jamal and Goode(2001)

Cretu and Brodie(2007) Romaniuk and Sharp(2003)

H9

3.4 Arjun(1999)

()2006

Chauduri(1999)Bennett and Rundle-Thiele(2002) Priester et al. (2004)2004

H10

3.5

(Dodds et al., 1991; Zeithaml, 1988)Neal(2000)

Kotler(2000)

H11

3.6 Reichheld and Sasser(1990)

Anderson and Sullivan(1993)

(Kotler, 2000)/Goodman(1989)

H12 3.7

Aaker(1996)

Oliver(1999) Reichheld and Sasser(1990)

(2008)Fornell(1992)

H13

4. 4.1

1

CSR

CSR

CSR

CSR

CSR

H1a

H1bH1cH2a

H2b

H2c

H3aH3b

H3c

H4aH4b

H4c

H5aH5b

H5c

H6

H7

H8

H9

H10

H11

H12

H13

1

H5a

4.2

(Likert) 1 7 1

1

Brunk(2010)

Lilkert

Park, Jaworski

and Maclnnis(1986)

Garretson and Burton(1998)

Oliver(1980) Kotler(1999)

Jacoby and Kyner(1973) Blatterg and Neslin(1990)

Dodd,Monroe and

Grewal(1991) Schittman and

Kanuk(2000)

4.3

101719303

(e)4%(P)0.595(Z=1.96)

(n)Z2P(1P)/e2(1.96) 20.5(10.5)/(0.04) 2 600 700

4.4

30

100 Cronbachs 0.833 0.922 0.7 (Nunnally, 1978) 1 0.5 0.6 0.5 0.5( 2)(Kerlinger, 1978; Kaiser, 1958)

5.1

700 76 624 89.14%50.3%21-3045.8%3140 23.9% 45.7% 30.9%() 77.1% 12.7% 34% 16.2% 10,001~30,000 34%10,000 31.9%() 72.9% 21.8% 54.6% 43.1% 5.2

Cronbachs Alpha (Composite reliabilityCR) 3 Cronbachs Alpha 0.865 Wortzel(1979) Cronbachs Alpha 0.7 0.98 0.867 Fornell (1992) 0.6

(Construct validity)(Convergent validity)(Discriminant validity) Hair (1998)(Factor loading) 0.5 Fornell (1992) 0.6Simonin (1999) t-value 2 3 0.5 t-value 2

GaskiNevin(1985) Cronbachs (Discriminant validity)

3

t-value

Cronbachs Alpha

(CR)

(AVE)

() 1. 0.787 ---

0.866 0.869 0.625 2. 0.833 22.534 3. 0.779 20.929 4. 0.761 20.300

() 1. 0.796 ---

0.897 0.890 0.619 2. 0.839 27.106 3. 0.768 20.124 4. 0.823 21.984 5. 0.701 18.293

() 1. 0.608 ---

0.866 0.858 0.606 2. 0.810 18.315 3. 0.837 15.628 4. 0.835 15.606

() 1. 0.738 ---

0.861 0.853 0.593 2. 0.780 18.661 3. 0.818 19.457 4. 0.742 21.207

() 1. 0.832 ---

0.930 0.926 0.758 2. 0.901 35.722 3. 0.930 29.094 4. 0.814 24.259

() 1. 0.571 ---

0.828 0.785 0.481 2. 0.826 16.221 3. 0.683 16.921 4. 0.670 16.461

() 1. 0.811 ---

0.897 0.935 0.785 2. 0.832 27.906 3. 0.896 24.252 4. 0.993 18.597

() 1. 0.804 ---

0.891 0.899 0.691 2. 0.863 23.373 3. 0.831 22.585 4. 0.825 20.474

t-value

Cronbachs Alpha

(CR)

(AVE)

1. 0.860 ---

0.918 0.927 0.719 2. 0.871 27.106 3. 0.878 20.124 4. 0.817 21.984 5. 0.810 18.293

1. 0.862 ---

0.927 0.920 0.742 2. 0.849 33.259 3. 0.855 28.548 4. 0.879 29.988

1. 0.889 ---

0.900 0.919 0.741 2. 0.784 20.573 3. 0.922 35.399 4. 0.842 29.171

1. 0.886 ---

0.864 0.870 0.630 2. 0.906 33.425 3. 0.660 19.311 4. 0.716 21.819 2(624)=1988.519; 2/df=1.936; GFI=0.879; AGFI=0.850; CFI=0.965; NFI=0.931; RFI; =0.918; RMR=0.066; RMSEA=0.039

5.3

AMOS 17.0 GFIAGFINFI 0.8(Forza and Filippini, 1998)CFI 0.9(Hair et al., 2006)RMSEA 0.05 (Brown and Cudeck, 1993)2/ df3(Chau and Hu, 2001)2/ df 1.746RMR 0.070GFI 0.892AGFI 0.867NFI 0.937RFI 0.926CFI 0.972RMSEA 0.035

(SEM)23 0.001 0.01 0.05

4

4

t-value

H1a CSR 0.167 3.017*** H1b CSR 0.217 2.239* H1c CSR 0.034 0.459 H2a CSR 0.374 6.595*** H2b CSR 0.380 3.909***

t-value

H2c CSR 0.411 5.421*** H3a CSR -0.004 -0.088 H3b CSR -0.368 -3.647*** H3c CSR -0.018 -0.264 H4a CSR 0.216 5.157*** H4b CSR 0.408 5.261*** H4c CSR 0.316 5.310*** H5a CSR 0.079 3.179*** H5b CSR 0.121 2.607** H5c CSR 0.143 4.019*** H6 0.958 11.737*** H7 0.107 3.189** H8 0.217 4.754*** H9 0.938 25.991*** H10 0.505 3.151*** H11 0.246 5.318*** H12 0.486 2.910** H13 0.734 17.313***

*p

Andweson and Sullivan(1993)Goodman(1989)

()Oliver(1999)Reichheld and Sasser(1990)(2008)

6.2

6.3

21-30

7.

(2004)

2006

95 3 15 http://theory.people.com.cn/BIG5/49154/49156/4201463.html

(2009)

(2008) A-Zone

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