電視新聞媒體工作者企業社會責任知覺與組織承諾關聯性研究

Relationship among Journalist’s Perception of Corporate Social Responsibility and Organizational Commitment in TV News Stations

商業體制下經營的媒體企業，仍背負多元社會責任，新聞工作者是否在乎媒體企業對於多元社會責任之履行，可從對其知覺媒體履行企業社會責任程度與組織承諾關聯性双應出，此為主要研究問題。本研究採"傳播管理”途徑進行研究，以電視新聞頻道業者為研究對象與新聞台內之新聞工作者為問卷調查對象，並佐以訪談管理者與基層新聞工作者，進行更深入之探討。主要研究結果發現新聞工作者之企業社會責任知覺對其組織承諾具顯著影響，其中以對「努力承諾」的影響最大。次而發現新聞工作者對媒體企業履行「道德責任」之知覺對整體組織承諾或其構面均有最大的預測 力；而媒體企業履行「經濟責任」程度知覺愈高，「留職承諾」則愈低。此外，「慈善責任」履行程度知覺對「留職承諾」和「價值承諾」均有顯著預測力。媒體企業應追求經濟目的與社會目的的平衡、廸立道德領導與形塑道德企業文化 。

 

Media enterprises have diverse society responsibility when they operate under commercial system. Whether journalist care about diverse society responsibility performed by media enterprise, it can be reflected from relationship among journalist’s perception of corporate social responsibility and their organizational commitment. This research uses "communication management" approach, taking the television news channel employees as the survey population. The results verified a relationship between perceptions of corporate social responsibility and organizational commitment. More important, the organizational commitment was stronger among employees who percept highly in the performance of corporate social responsibility. The highest impact is on "effort commitment", and the least impact is on "retention commitment". The results also indicated that the perception of "ethical responsibility" performance is a stronger predictor of organization commitment and its dimension than the economic, legal, and philanthropic measures. The perception of "economic responsibility" performance is higher, the lower of "retention commitment". We also found the perception of "philanthropic responsibility" performance is a predictor of "retention commitment" and "value commitment". Finally, recommendations are proposed as follows: media corporate should pursuit the balance of economic and social objectives, also build ethic leadership and business culture.