企業社會責任在西方國家落實多年，台灣為迎向國際市場逐漸重視企業社會責任，除了基本的企業公民道德外，民眾也開始關心企業是否有對社會盡一份心力；另一方面，台灣充斥著各種規模不等的企業，企業間彼此競爭激烈，尤其是科技產業，必須不斷的推陳出新才能滿足消費者，並維持住市場佔有率，新產品的開發在這種狀況下顯得相當重要。故在上述的研究背景下，本研究探討企業社會責任是否會影響新產品開發績效，並以品牌形象為中介變數。
    本研究鎖定的抽樣對象為高科技產業從業人員，以網路問卷的方式發放，採取便利抽樣，收取的有效樣本為179份，並使用敘述統計分析、因素分析、信度分析、相關分析、迴歸分析、層級迴歸分析、集群分析與二因子變異數分析，結果分析如下：
一、企業社會責任對於品牌形象有正面的影響
二、品牌形象對於產品開發績效有正面的影響
三、企業社會責任對於產品開發績效有正面的影響
四、品牌形象對企業社會責任與產品開發績效之關係具有中介效果
五、產品開發的完成時間、產品開發持續的時間對於品牌形象與產品開發績效有正面的干擾效果
六、顧客導向對於品牌形象與產品開發績效有正面的干擾效果

Corporate social responsibility may be one of the major causes of new product development (NPD) project failure. However, many organizations ignore corporate social responsibility leading to a poor NPD performance. The primary purpose of this research was to investigate the associations among corporate social responsibility, brand image, and NPD performance. The second objective was to evaluate the mediating effect of brand image on the relationship between corporate social responsibility and NPD performance. The third objective was to determine whether the impact of brand image on NPD performance was moderated by product characteristics. The forth objective was to determine whether the impact of brand image on NPD performance was moderated by customer orientation. 
    A total of 179 usable samples were retrieved and used for descriptive analysis, factor analysis, reliability analysis, construct validity, regression analysis and two-way analysis of variance (ANOVA). The research findings are presented as below:
1.Corporate social responsibility has positive impacts on Brand image.
2.Brand image has positive impacts on NPD performance.
3.Corporate social responsibility has positive impacts on NPD performance.
4.The relationship between Corporate social responsibility and NPD performance is full mediator by Brand image.
5.The relationship between Brand image and NPD performance is moderated by product characteristics.
6.The relationship between Brand image and NPD performance is moderated by Customer Orientation.

目錄

目錄	I
表目錄	III
圖目錄	V
第一章	緒論	1
第一節	研究背景	1
第二節	研究動機	2
第三節	研究目的	4
第四節	研究範圍	4
第五節	研究流程	5
第二章	文獻探討	6
第一節	企業社會責任	6
第二節	品牌形象	11
第三節	新產品開發績效	14
第四節	產品特性	17
第五節	顧客導向	19
第六節	變數之間的推論及假說	20
第三章	研究方法與設計	23
第一節	研究架構	23
第二節	研究假設	24
第三節	變數定義與問卷設計	25
第四節	研究樣本來源	29
第五節	資料分析方法	29
第四章	資料分析與研究結果	32
第一節	敘述性統計	32
第二節	建構效度分析	37
第三節	信度分析	41
第四節	各構面之相關分析	41
第五節	迴歸分析	42
第六節	中介效果之層級迴歸分析	44
第七節	產品特性干擾效果	46
第八節	顧客導向干擾效果	49
第五章	結論	50
第一節	研究結論	50
第二節	管理意涵	52
第三節	研究限制	53
参考文獻	54
中文文獻	54
英文文獻	55
附錄一、	問卷	61
























表目錄
表2-1　企業社會責任全球國際標準	10
表2-2　品牌形象之定義	11
表2-3  BIEL（1992）品牌形象之分類	13
表2-4　專案之定義	14
表2-5　績效評估之構面	15
表3-1  企業社會責任衡量問項	25
表3-2　品牌形象衡量問項	26
表3-3  新產品績效問項	27
表3-4　產品特性問項	28
表3-5　顧客導向問項	28
表4-1　本研究受測者公司所屬類型產業次數分配表	33
表4-2　本研究受測者職位次數分配表	33
表4-3　本研究受測者之產品開發專案團隊人數次數分配表	33
表4-4　本研究受測者之公司總人數次數分配表	34
表4-5　本研究受測者年齡次數分配表	34
表4-6　本研究受測者教育次數分配表	35
表4-7　本研究受測者之產品開發的完成時間次數分配表	35
表4-8　本研究受測者之產品開發產品之種類次數分配表	35
表4-9　本研究受測者之產品開發的環境不確定性程度次數分配表	36
表4-10　本研究受測者之產品的創新程度次數分配表	36
表4-11　本研究受測者之產品開發的持續時間次數分配表	36
表4-12　本研究受測者之產品的複雜度次數分配表	37
表4-13　本研究受測者之產品總預算次數分配表	37
表4-14　各變數之BARTLETT球形檢定及KMO檢定	38
表4-15　企業社會責任之因素分析	39
表4-16　品牌形象之因素分析	40
表4-17　各構面之信度分析表	41
表4-18　各子構面之相關分析表	42
表4-19　環境保護、員工權益與資訊揭露透明化對品牌形象影響之迴歸分析	43
表4-20　功能性與象徵性對新產品開發績效影響之迴歸分析	43
表4-21　環境保護、員工權益與資訊揭露透明化對新產品開發績效影響之迴歸分析	44
表4-22　品牌形象對企業社會責任的各個構面與專案績效之層級迴歸分析表	45
表4-23　品牌形象集群分析結果表	46
表4-24　品牌形象與完成時間對市場績效之二因子變異數分析表	47
表4-25　品牌形象與創新程度對新產品開發績效之二因子變異數分析表	48
表4-26　品牌形象子構面對新產品開發績效之層級迴歸分析表	49























圖目錄

圖1-1　研究流程圖	5
圖2-1　CARROLL’S（1991）企業社會責任金字塔模型	9
圖3-1　研究架構	23
圖3-2　研究假設架構	24
圖4-1　產品開發的完成時間對品牌形象與新產品開發績效間之干擾效果分析	47
圖4-2　產品開發持續的時間對品牌形象與新產品開發績效間之干擾效果分析	48

参考文獻
中文文獻
王建堯（2012）。服務品質、品牌形象、顧客關係管理與顧客滿意度關係之研究-以半導體空白矽晶圓供應商（代理商）”T 公司”為例。國立中山大學管理學院 高階經營碩士學程在職專班碩士論文。
王統立（2008）。顧客知識管理在專案績效上之影響—以台灣電子製造業為例。國立成功大學工學院工程管理碩士在職專班碩士論文。
吳采樺(2010)。探討動態能力在市場導向對新產品開發績效影響之干擾效應。南台科技大學行銷與流通管理研究所碩士學位論文。
巫鑫如（2011）。企業社會責任、綠色企業形象與求職者應徵意願之關聯性研究。國立中央大學人力資源管理研究所碩士論文。
林聖偉、李君如（2006）。品牌形象、知覺價值、顧客滿意度與顧客忠誠度關係之研究-以旅行社海外團體套裝旅遊為例。旅遊管理研究，6（4），63-81。
洪慈鎂（2003）。顧客與金融產業之企業形象、關係行銷、對信任度、滿意度與後續使用意願的影響。東吳大學心理學研究所碩士論文。
胡憲倫、許家偉、蒲彥穎（2006）。策略的企業社會責任：企業永續發展的新課題。應用倫理研究通訊，40，37-50。
涂秋汝（2007）。定期海運企業社會責任、企業形象與組織績效探討，未出版碩士論文，國立成功大學：台南市。
高端訓（2013）。企業社會責任對消費者購買意願影響之研究–品牌依附及品牌形象之中介效果。國立臺北大學企業管理學系博士論文。
康峰菁（2010）。企業社會責任的整體認知與實際作為之研究：以台灣服務業為例。企業管理學報，第 86 期，75-114。
張植芳(2007)。產品特性、涉入程度與購買目的對規範性評估與購買意圖之影響─以消費性電子產品為例。國立成功大學高階管理碩士在職專班碩士論文。
陳韋仁（2009）。品牌形象、價格折扣對知覺品質、知覺價值與購買意願之影響—以數位相機為例。國立成功大學企業管理學系碩士論文。
陳鉦達（2002）。企業形象、服務補救期望與補救後滿意度關係之研究。中國文化大學國際企業管理研究所碩士論文。
湯立群（2001）。來源國屬性與產品資訊特性搭配一致性之研究-產品類別的干擾效果。元智大學管理研究所碩士論文。
馮燕（2004）。企業型基金會公益資源運用個案研究。行政院國家科學委員會專題研究計畫成果報告。
廖婉鈞、林月雲、虞邦祥（2009）。知覺組織利害關係人重要程度與組織績效之關係：企業責任作為之中介效果。管理學報，第26卷，第2期，213-232。
蔡曜光（2011）。品牌形象與消費者涉入對購買行為之研究－以連鎖咖啡館為例。國立中央大學管理學院高階主管企管碩士班碩士論文。
蕭鏡堂（1993 ）。行銷入門一步驟與運作。興利企管顧問公司。
鍾采羚（2012）。企業社會責任對品牌形象與顧客忠誠度影響之探討-以中華電信為例。國立東華大學管理學院高階經營管理碩士在職專班碩士論文。
羅智威（2002）。產品種類、價格促銷與品牌知名度對消費者產品品牌評價與再購意願影響之研究。靜宜大學企業管理研究所碩士論文。
英文文獻
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, vol. 38, no. 3, pp. 102-120.
Aaker, David A. (1973). Toward A Normative Model of Promotional Decision Making. Management Science, vol. 19, no. 6, pp. 593-603.
Abbott, W. F. and Monsen, R. J. (1979). On the measurement of corporate social responsibility: self-reported disclosures as a method of measuring corporate social involvement. Academy of management journal, vol. 22, no. 3, pp.501-515.
Atuahene-Gima, K. (1995). An exploratory analysis of the impact of market orientation on new product performance-a contingency approach. Journal of Product Innovation Management, vol.12, no. 4, pp. 275-293. 
Belk, R. W. (1975). Situational Variables and Consumer Behavior. Journal of Consumer Research, vol.2, no.3, pp.157-164.
Biel, L. A. (1992). How Brand Image drives Brand Equity. Journal of Advertising Research, vol. 32, no.6, pp. 6-12.
Brown, T. J. and Dacin, P. A. (1997). The company and the product: Corporate association and consumer product response. Journal of Marketing, vol.61, no.1, pp. 68-84.
Brown, T. J., Mowen, J. C., Donavan, D. T. and Licata, J. W. (2002). The Cutomer Orientation of service Workers: Personality Trait Effect on Self and Supervisor Performance Ratings. Journal of Marketing Research, vol.39, pp. 110-119.
Carroll, A. B. (1979). A Three-Dimensional. Conceptual. Model of. Corporate Performance. Academy of Management Review, vol.4, no.4, pp. 497-505. 
Carroll, A. B. (1991). The Pyramid Of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders. Business Horizons, vol.34, no. 3, pp. 39-48.
Carroll, A. B. (1999). Corporate Social Responsibility: Evolution of a Definitional Construct. Business & Society, vol. 38, no.3, pp. 268-295.
Carroll, S. J. and Schneier, C. E. (1982). Performance appraisal and development of　performance in organizations. Glenview Illionis: Scott, Foresman.
Chien, Y. C. (2010). The effects of consumers' corporate social　responsibility perceptions and purchase intention -Consumer-company identification as mediator. Unpublished doctoral dissertation, National Chengchi University. Taipei, Taiwan.
Clark, K. and Belk, R. W. (1979). The Effect of Product Involvement and Task Definition on Anticipated Consumer Effort. Advances in Consumer Research, vol.5, no.1, pp.313-318.
Cochran, P. L. (2007). The Evolution of Corporate Social Responsibility. Business Horizons, vol.50, pp. 449-454.
Cochran, P. L. and Wood, R. A. (1984). Corporate social responsibility and financial performance. Academy of management Journal, vol.27, no.1, pp.42-56.
Copeland, M. T. (1923). The Relation of Consumers’ Buying Habits to Marketing Methods. Harvard Business Review, vol.1, pp. 282-289.
Cornwell, T. B. and Maignan, I. (1998). An international review of sponsorship research. Journal of Advertising, vol. 27, no.1, pp. 1-21.
Cornwell, T. B., Roy, D. P., and Steinard, E. A. (2001). Exploring managers’ perceptions of the impact of sponsorship on brand equity. Journal of Advertising, vol. 30, no. 2, pp. 41-51.
Crowley, M. G. (1991). Prioritizing the sponsorship Audience. European Journal of Marketing, vol. 25, no.11, pp. 11-21.
Deshpande, R. and Farley, J. U. (1998). Measuring market orientation: Generalization and synthesis. Journal of Market Focused Management, vol. 2, no. 3, pp. 213–232.
Deshpande, R., Farley, J. U., and Webster Jr, F. E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis. The journal of Marketing, pp. 23-37.
DeTienne, K. B. and Lewis, L. W. (2005). The pragmatic and ethical barriers to corporate social responsibility disclosure: The Nike case. Journal of Business Ethics, vol. 60, no.4, pp.359-376.
Devinney, T. M. (2009). Is the Socially Responsible Corporation a Myth? The Good, the Bad, and the Ugly of Corporate Social Responsibility. Academy of Management Perspectives, vol.23, no.2, pp.44-56.
Dobni, D. and Zinkhan, G. M. (1990). In search of brand image: a foundation analysis. Advances in consumer research, vol.17, no.1, pp.110-119.
Dodds, W. B., Monroe, K. B. and Grewal, D. (1994). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluation. Journal of Marketing Research, August 28, pp.307-319.
Drumwright, M. E. (1996). Company advertising with a social dimension: the role of noneconomic criteria. Journal of Marketing, vol.60, no.4, pp.71-87.
Ferrand, A. and Pages, M. (1996). Image sponsoring: A methodology to mtch event and sponsor. Journal of Sport Management, vol.10, no.3, pp. 278-291.
Fitch, H. G. (1976). Achieving corporate social responsibility. Academy of Management Review, vol.1, no.1, pp.38-46.
Frederick, W. C. (1960). The Growing Concern Over Business Responsibility. California Management Review, vol.2, no.4, pp. 54-61.
Freeman, P. K. (1994). Integrating Environmental Risk into Corporate Strategy. Risk Management, vol. 41, no.7, pp. 54-59.
Friedman, M. (1968). The Methodology of Positive Economics. Reading in the Philosophy of the Social Science. New York: McMillan Publishing.
Friedman, M. (1970). A Friedman Doctrine: The social responsibility of business is to increase its profit. The New York Times Magazine , September 13, pp.32-33.
Friedman, M. (1970). The Social Responsibility of Business Is to Increase Its Profit. New York Times Magazine, vol.13, pp.122-126.
Gardner, B. B. and Levy, S. J. (1955). The Product and the Brand. Harvard Business Review, (March-April), pp. 33-39.
Garriga, E. and Mele, D. (2004). Corporate social Responsibility Theories: Mapping the Territory. Journal of Business Ethics, vol.53, no.1, pp.51-71.
Greenfield, W. M. (2004). In the Name of Corporate Social Responsibility. Business Horizons, (January-February), vol.47, no.1, pp.19-28.
Grohs, R. and Reisinger, H. (2005). Image transfer in sports sponsorships - An assessment of moderating effects. International Journal of Sports Marketing and Sponsorship, vol.7, no.1, pp.42-48.
Gwinner, K. P. (1997). A model of image creation and image transfer in event sponsorship. International Marketing Review, vol.14, no.3, pp.145-158.
Gwinner, K. P. and Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, vol.28, no.4, pp.47-57.
Handelman, J. M. and Arnold, S. J. (1999). The role of marketing actions with a social dimension: appeals to the institutional environment. Journal of Marketing, vol.63, no.3, pp. 33-48.
Harlam, B. A., Krishna, A., Lehmann, D. R. and Mela, C. (1995). Impact of bundle type, price framing and familiarity on purchase intention for the bundle. Journal of Business Research, vol .33, no.1, pp. 57-66.
Hopfenbeck, W. (1992). The green management revolution lessons in environmental excellence. New York, NY: Prentice-Hall.
Howard, R. B. (1953). Social responsibility of the businessman. New York, NY: Harper & Row.
Jensen, M. C. (2000). Value Maximization, Stakeholder Theory, and the Corporate Objective Function. Business Ethics Quarterly, vol.12, no.2, pp.235-256.
Kapferer, Jean-Noel(1992). Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity. New York: The Free Press.
Keith, D. (1960). California Management Review. University of California Press.
Keith, D. (1973). Academy of Management journal.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer based brand5.Equity. Journal of Marketing, vol.57, no.1, pp.1-22.
Kirmani, A. and Zeithaml, V. (1993). Advertising, perceived quality, and brand image. Brand Equity & Advertising: Advertising's Role in Building Strong Brands, Lawrence Erlbaum Associates. NJ: Hilldale, pp.143-162.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. The Journal of Marketing, pp.1-18.
Kolter, P. (1996). Marketing management: Analysis, planning, implementation and control. N.J.: Prentice-Hall Inc.
Koo, G. Y., Quarterman, J. and Flynn, L. (2006). Effect of perceived sport event and sponsor image fit on consumers’ cognition, affect, and behavioral intensions. Sport Marketing Quarterly, vol.15, no.2, pp.80-90.
Kotler, P. (1994).Marketing management：Analysis, planning, implementing, control(10th ed.). New York：Prentice Hall.
Kotler, P. (2000). Marketing Management：Analysis, Planning, Implementation and Control(10th Ed.). New Jersey：Prentice Hall.
Kotler, P. (2003). Marketing Management: Analysis, Planning Implementing(12th ed.). New Jersey：Prentice Hall.
Kotler, P. and Pfoertsch, W. (2006). B2B brand management [electronic resource]. Springer.
Kotler, P. and Pfoertsch, W. (2010). Ingredient branding: Making the invisible visible. Springer.
Lin, C. P., Chen, S. C., Chiu, C. K., and Lee, W. Y. (2011). Understanding purchase intention during product-harm crises: Moderating effects of perceived corporate ability and corporate social responsibility. Journal of Business Ethics, vol.102, no.3, pp.455-471.
Mazumdar, T., & Jun, S. Y. (1993). Consumer evaluations of multiple versus single price change. Journal of Consumer Research, pp. 441-450.
McGuire, J. B., Sundgren, A. and Schneeweis, T. (1988). Corporate social responsibility and firm financial performance. Academy of management Journal, vol.31, no,4, pp. 854-872.
McWilliams, A. and Siegel, D. (2001). Corporate social responsibility: a theory of the firm perspective. Academy of Management Review, vol.26, no.1, pp.117-127.
McWilliams, A., Siegel, D. S. and Wright, P. M. (2006). Corporate social responsibilities: Strategic implications. Journal of Management Studies, vol.43, no.1, pp.1-18.
Meredith, J.R. and Mantel, S.J. (1989). Project Management: A Managerial Approach(2nd ed.). Wiley, New York.
Narver, J.C., Stanley, F. and Slater (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, vol.54, pp.20-35. 
Newman, J. W. (1957). New Insight, New Progress for Marketing. Harvard Business Review, vol.35, no.5.
Newman, W.H., Warren, E.K. and McGill, A.R. (1987). The Process of Management: Strategy, Action(6 th edition). New Jersey: Prentice Hall.
Ottum, B. D. and Moore, W. L. (1997). The role of market information in new product success/failure. Journal of Product Innovation Management, vol. 14, no.4, pp.258-273.
Park, C. W., Jaworski, B. J. and MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, vol. 50, Iss. 4, pp. 135-145.
Perrini, F., Pogutz, S. and Tencati, A. (2006). Corporate social responsibility in Italy: state of the art. Journal of Business Strategies, vol.23, no.1, pp.65-91.
Pheng, L.S. and Chuan, Q.T. (2006). Environmental factors and work performance of project managers in the construction industry. International Journal of Project Management, vol.24, no.1, pp. 24-37.
Porter, M. E. & Kramer, M. R. (2002). The Competitive Advantage of Corporate Philanthropy. Harvard Business Review, vol.80, no.12, pp.57-68.
Richardson, P. S., Alan S. D. and Jain, A. K. (1994). Extrinsic and Intrinsic CueEffects on Perceptions of Store Brand Quality. Journal of Marketing Research, vol.58, pp.28-36.
Roth, M.S. (1995). Effects of global market conditions on brand image customization and brand performance. Journal of Advertising, vol.24,no.4, pp.55-72.
Sbragia, R. (1984). Clarity of Manager Roles and Performance of R&D Multidisciplinary Projects in Matrix Structures. R&D Management, vol.14, pp.113-126. 
Simonin, B. L. and Ruth, J. A. (1995). Bundling as a Strategy for New Product Introductions: Effects on Consumers' Reservation Prices for the Bundle, the New Product and the Tie- In. Journal of Business Research, vol.33, no.3, pp.219-30. 
Song, X. M. and Montoya-Weiss, M. M. (1998). Critical development activities for really new versus incremental products. Journal of Product Innovation management, vol.15, no.2, pp.124–135. 
Song, X.M. and Parry, M.E. (1997). The Determinants of Japanese New Product Success. Journal of Marketing Research, vol.34, no.1, pp.64-76.
Surya Lovejoy (1996). A Systematic Approach to Getting Results. USA: Gower.
Voss, G. B. and Voss, Z. G. (2000). Strategic Orientation and Firm Performance in an Artistic Environment. Journal of Marketing, vol. 64, no.1, pp. 67-83.
Walters, C. G. (1978). Consumer behavior: A integrated framework. New York: Richard D. Irwin Inc.
Wood, D. J. (1991). Corporate Social Performance Revisited. Academy of Management Review, vol.16, no.4, pp.691-718.