企業贊助公益活動之動機、決策與影響因素

The Motivation and Influential Factors of Corporate Philanthropy Decision

本研究主要探討企業參與社會公益的動機、活動本質、組織規模與資源、過去經驗等，對活動決策的影響。根據文獻所導出的觀念架構，深入訪問八家企業中負責公益活動的行銷公關部門主管及相關人員。結果發現，當企業參與公益動機偏長期自利時，多由公關部門長期自行主辦；但若動機偏短期自利時，多由行銷業務部門進行公益行銷；而高階主管的影響力亦在在可見。最後提出企業參與公益活動的決策模式，供企業及非營利組織參考。

The purpose of this study is to investigate the effects of motivation, issue characteristics, organizational resources, and experiences on corporate philanthropy decision. Marketing or PR managers of eight companies are interviewed based on a framework conducted from literatures. The results show that PR departments usually lead charity activities when the objectives are for corporate long-term image, while marketing departments usually hold cause-related marketing events when focusing on sales. The influences of top managers are on organizing, resources, and issues devoted. The decision model of corporate philanthropy is provided for business and non-profit organizations when planning charity activities.