從利害關係人觀點探討USR計畫參與認知、態度成效分析

EXPLORING THE COGNITION, ATTITUDE AND SYNERGY OF A USR PLAN FROM A PERSPECTIVE OF STAKEHOLDER

永續發展目標（Sustainable Development Goals, SDGs）已是全球共通語言、世界各國共同的發展策略與目標、更是推動大學社會責任（University Social Responsibility, USR）及成就大學發展的重要關鍵。USR的學習經驗不僅是提供學生入世的成長養分與準備，也是許多高等教育學校的立校精神，在社會價值體現與維持利害關係人關係的前提下，皆會促使大學進行USR的推展。因此，USR計畫的利害關係人是大專院校朝向永續發展上的重要推手之一，而大專院校師生在專業領域持續鑽研創新之外，若能主動積極與當地社經及產業發展結合，將知識傳遞予社會大眾，便是對於大學社會責任的實踐。利害關係人關係的品質和強度，對於任何組織的生存與利益是相當重要的，因此價值傳遞過程中的認知、態度、意圖與執行成效皆須有效監控。一般而言，顧客關係品質有賴服務過程而定，而利害關係人關係的品質則由適當的利害關係人價值傳遞過程而定。本研究從利害關係人觀點探討USR計畫參與認知、態度與成效分析，研究結果顯示：一、USR參與認知正向影響USR參與態度；二、USR參與態度正向影響USR參與意願；三、USR參與意願正向影響USR參與行為；四、USR參與回饋會正向影響USR參與模型；五、樣本屬性部分影響USR參與模型。

The sustainable development goals (SDGs) have become universal common language and development strategies and goals among worldwide. They become crucial elements for promoting University social responsibility (USR) and achieving university development. On the premise of embodying social values and maintaining stakeholder relationships, it will prompt universities to promote USR. Therefore, relevant stakeholders in USR play significant roles in advancing sustainable development. In addition to pursuing innovation and expertise in fields, teachers and students in University/Colleges can contribute to societal progress by actively engaging with local socio-economic and industrial development. This practice embodies the concept of USR. The quality and strength of relationships with stakeholders are crucial for the survival and interests of each organization. Therefore, it is important to effectively monitor the perception, attitude, intention, and execution effectiveness during the value delivery process. Generally, the quality of customer relationships depends on service process, while the quality of stakeholder relationships depends on appropriate stakeholder value delivery process. Moreover, this study examines the perceptions, attitudes, and outcomes of USR program participation from the perspectives of stakeholders. Finally, the research findings indicate that (1) The perception of USR program participation has positive impact on attitudes toward USR involvement. (2) The attitude toward USR program participation has positive impact on the willingness to participate in USR activities. (3) The willingness to participate in USR activities has positive impact on participation USR program. (4) Feedback from USR participation has positive impact on USR participation model. (5) The demographic attributes have positive impact on USR participation model.