Connections between Corporate Social Responsibility and Corporation Image: Risk Society as the Moderator

社會責任與公司形象之關聯：風險社會之調節效果

本研究主要探討工業進步所引發的負面效應，以電信業的電磁波為研究對象。在民眾享受行動通訊便利的同時，也需分擔其可能造成的風險。若是企業無法發揮其社會責任的功能，風險的延伸可能觸發無法彌補的後果。除了對使用者造成健康的威脅，對於企業形象也是個不定時炸彈。這亦是Beck (1992) 所提及的迴力棒效應。企業未能以行動善盡自身的責任，當風險演變成危機時，就必須付出龐大的社會成本及資本，以彌補長期以來的責任缺口及負面形象。本研究以上述論點為研究目的，並針對企業社會責任與企業形象兩者關係之中，將風險社會加入以作為調節因子，探討該因子對於兩者交互關係之影響成因與結果。

The focus of this research is on the negative effects brought about by the industrial progress, especially the electromagnetic field that comes along with the telecommunication industry. While modern people are blessed by the conveniences of the telecommunication, they also have to take the risks of exposing to electromagnetic field. If the corporations do not perform their social responsibility, the risks may trigger irreparable consequences. In addition to the threats to the mobile phone users, the side effects of electromagnetic field can undermine the corporate image. This is what Ulrich Beck (1992) calls “the boomerang effect”. If the corporations do not take actions to uphold their responsibility and image, large quantity of social costs and capitals will be lavished when risks have evolved to crises. This paper takes this argument as the research subject, and probes into the interconnections between corporate social responsibility and corporate image. Risk society here, is taken as the moderator and to further examine the correlations between corporate social responsibility and corporate image.