| Summary: | 碩士 === 國立高雄第一科技大學 === 風險管理與保險系碩士專班 === 106 === A profit-making organization generally needs to reach a certain scale in order to be called a corporation. The term “corporation” is commonly equated to financial groups. Rising consumer awareness in the late 20th century has caused researchers, international organization, global corporations, and consumers to attach more importance to the issue of corporate social responsibility (CSR). However, the most direct means of determining whether to engage in CSR is by the positive corporate image that it gives to the general public. In addition to doing business honestly, active participation in social welfare also influences corporate image and has the most impact on the public. Furthermore, supporting charity and helping the disadvantaged is the most direct way of participating in social welfare.
This study administered a survey to the employees of financial holding company F in Taiwan to investigate whether the charity foundations promoted by financial holding company F can enhance its corporate image. Using the independent samples t test, one-way ANOVA, and post hoc analysis, we established that the charity foundations promoted by financial holding company F exert a positive impact on its corporate image.
According to the study results, knowledge with regard to the promoted charity foundations among the financial holding company’s employees varied with some demographic attributes; the more the employees understood the promoted charity foundations, the more effective they believed the promotion of charity foundations to be. During this study, we found that having junior managers promote and educate more about activities their corporation is engaged in can enhance employee quality and facilitate cultural transition within the corporation. Furthermore, corporations should actively follow the government’s public welfare policies to enhance corporate image, unity among employees on different age levels, and the positive public perception toward the corporation.
Keywords: Corporate social responsibility, Charity foundation, Corporate image
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