本文選題：行為意向 + 企業(yè)社會責任�。� 參考：《上海師范大學》2012年碩士論文

【摘要】：在現(xiàn)代企業(yè)界，近幾年由于不斷出現(xiàn)的商業(yè)丑聞，如使用童工、虛假的財務(wù)報告、不誠信的營銷行為等，企業(yè)社會責任（Corporate Social Responsibility，簡稱CSR）日益成為了一個倍受關(guān)注的議題，同時也成為了學術(shù)研究的熱點問題之一。關(guān)于社會責任的研究，我國學者更多的關(guān)注總體企業(yè)的社會責任，如中國國內(nèi)企業(yè)社會責任理論、國有企業(yè)和民營企業(yè)社會責任建設(shè)、跨國公司與企業(yè)社會責任等，缺乏對具體行業(yè)社會責任的探討。旅游企業(yè)的社會責任研究尚處于起步階段，酒店社會責任的研究也很鮮見。這就導致我們對酒店承擔社會責任的行為缺乏明確的認識，也阻礙酒店履行社會責任。 在全球化背景下，企業(yè)的競爭環(huán)境和競爭規(guī)則已經(jīng)發(fā)生了重大變化。企業(yè)追求長遠利益最大化和可持續(xù)發(fā)展正成為全球共同認可的價值觀。隨著越來越多的國際酒店集團進駐中國，企業(yè)社會責任理念也開始遍及全國，但國內(nèi)很多酒店還沒有意識到企業(yè)社會責任的必要性和重要性，，例如，發(fā)布社會責任報告的企業(yè)中，涉及石油、化工、交通、電力等部門，但鮮有酒店的社會責任報告。酒店業(yè)作為一個關(guān)聯(lián)性強、輻射性大的產(chǎn)業(yè)，同時又是一個城市和地區(qū)的“窗口”產(chǎn)業(yè)，在保護環(huán)境、節(jié)約能源、可持續(xù)發(fā)展等方面具有重要地位，故研究酒店的社會責任行為具有重要意義。 計劃行為理論是社會學領(lǐng)域研究行為意向方面廣為接受的理論，自提出以來各領(lǐng)域的運用證實了該理論對實際環(huán)境中的行為有較強的解釋力和預測力。本文在對企業(yè)社會責任理論進行梳理的基礎(chǔ)上，分析了企業(yè)社會責任的驅(qū)動因素，并結(jié)合酒店業(yè)的特征，構(gòu)建了基于計劃行為理論的酒店社會責任的分析框架，并據(jù)此發(fā)展研究假設(shè)和設(shè)計調(diào)查問卷。本研究選取了國內(nèi)190家高星級酒店的中高管理層為樣本，探討酒店對承擔社會責任的態(tài)度、酒店的主觀規(guī)范和知覺行為控制三方面與其行為意向的關(guān)系，通過SPSS18.0數(shù)據(jù)統(tǒng)計分析得出了酒店態(tài)度、主觀規(guī)范、知覺行為控制與其行為意向有著顯著相關(guān)關(guān)系的結(jié)論，并證明了主觀規(guī)范對行為意向的影響效果。同時也得出了酒店承擔社會責任的行為意向不受酒店星級、所有制類型、企業(yè)成長階段和企業(yè)規(guī)模影響的結(jié)論。最后，本文根據(jù)研究結(jié)果就酒店如何更好的承擔社會責任提出了相應(yīng)的建議，并提出了未來的研究方向。
[Abstract]:In the modern business world, corporate social responsibility (CSR) has become a topic of great concern in recent years because of the continuous business scandals, such as child labor, false financial reports, dishonest marketing, etc. At the same time, it has also become one of the hot issues in academic research. On the research of social responsibility, Chinese scholars pay more attention to the social responsibility of corporate in general, such as the theory of corporate social responsibility in China, the construction of social responsibility of state-owned enterprises and private enterprises, the social responsibility of transnational corporations and enterprises, etc. Lack of discussion on specific industry social responsibility. The study of social responsibility of tourism enterprises is still in its infancy, and the research of hotel social responsibility is rare. This leads to a lack of a clear understanding of hotel social responsibility and hinders hotel social responsibility. Under the background of globalization, the competition environment and rules of enterprises have changed greatly. The pursuit of long-term profit maximization and sustainable development is becoming a globally recognized value. As more and more international hotel groups move into China, the concept of corporate social responsibility is beginning to spread all over the country. However, many hotels in China have not yet realized the necessity and importance of corporate social responsibility, for example, Social responsibility reports are issued by companies involved in petroleum, chemical, transportation, electricity and other sectors, but few hotel social responsibility reports. As a highly correlated and radiative industry, the hotel industry is also a "window" industry of a city and a region. It plays an important role in protecting the environment, saving energy, and sustainable development. Therefore, it is of great significance to study the social responsibility behavior of hotel. The theory of planning behavior is widely accepted in the field of sociology, and its application in various fields has proved that the theory has a strong ability to explain and predict the behavior in the actual environment. On the basis of combing the theory of corporate social responsibility, this paper analyzes the driving factors of corporate social responsibility, and combines the characteristics of hotel industry, constructs the analysis framework of hotel social responsibility based on the theory of planned behavior. Based on this, the research hypotheses and design questionnaires are developed. This study selected 190 high star hotels in China as a sample to explore the relationship between hotel attitude towards social responsibility, hotel subjective norms and perceptual behavior control. Through the statistical analysis of SPSS18.0 data, the author draws the conclusion that hotel attitude, subjective norm, perceptual behavior control have significant correlation with their behavior intention, and proves the effect of subjective norm on behavior intention. At the same time, we draw the conclusion that the behavior intention of the hotel to assume social responsibility is not affected by hotel star, ownership type, enterprise growth stage and enterprise scale. Finally, according to the results of the study, this paper puts forward the corresponding suggestions on how to better assume social responsibility, and puts forward the research direction in the future.
【學位授予單位】：上海師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F270;F719

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本文編號：1931358