基于计划行为理论的酒店承担社会责任的行为意向研究

发布时间：2018-05-25 01:01

本文选题：行为意向 + 企业社会责任　；参考：《上海师范大学》2012年硕士论文

【摘要】：在现代企业界，近几年由于不断出现的商业丑闻，如使用童工、虚假的财务报告、不诚信的营销行为等，企业社会责任（Corporate Social Responsibility，简称CSR）日益成为了一个倍受关注的议题，同时也成为了学术研究的热点问题之一。关于社会责任的研究，我国学者更多的关注总体企业的社会责任，如中国国内企业社会责任理论、国有企业和民营企业社会责任建设、跨国公司与企业社会责任等，缺乏对具体行业社会责任的探讨。旅游企业的社会责任研究尚处于起步阶段，酒店社会责任的研究也很鲜见。这就导致我们对酒店承担社会责任的行为缺乏明确的认识，也阻碍酒店履行社会责任。在全球化背景下，企业的竞争环境和竞争规则已经发生了重大变化。企业追求长远利益最大化和可持续发展正成为全球共同认可的价值观。随着越来越多的国际酒店集团进驻中国，企业社会责任理念也开始遍及全国，但国内很多酒店还没有意识到企业社会责任的必要性和重要性，，例如，发布社会责任报告的企业中，涉及石油、化工、交通、电力等部门，但鲜有酒店的社会责任报告。酒店业作为一个关联性强、辐射性大的产业，同时又是一个城市和地区的“窗口”产业，在保护环境、节约能源、可持续发展等方面具有重要地位，故研究酒店的社会责任行为具有重要意义。计划行为理论是社会学领域研究行为意向方面广为接受的理论，自提出以来各领域的运用证实了该理论对实际环境中的行为有较强的解释力和预测力。本文在对企业社会责任理论进行梳理的基础上，分析了企业社会责任的驱动因素，并结合酒店业的特征，构建了基于计划行为理论的酒店社会责任的分析框架，并据此发展研究假设和设计调查问卷。本研究选取了国内190家高星级酒店的中高管理层为样本，探讨酒店对承担社会责任的态度、酒店的主观规范和知觉行为控制三方面与其行为意向的关系，通过SPSS18.0数据统计分析得出了酒店态度、主观规范、知觉行为控制与其行为意向有着显著相关关系的结论，并证明了主观规范对行为意向的影响效果。同时也得出了酒店承担社会责任的行为意向不受酒店星级、所有制类型、企业成长阶段和企业规模影响的结论。最后，本文根据研究结果就酒店如何更好的承担社会责任提出了相应的建议，并提出了未来的研究方向。
[Abstract]:In the modern business world, corporate social responsibility (CSR) has become a topic of great concern in recent years because of the continuous business scandals, such as child labor, false financial reports, dishonest marketing, etc. At the same time, it has also become one of the hot issues in academic research. On the research of social responsibility, Chinese scholars pay more attention to the social responsibility of corporate in general, such as the theory of corporate social responsibility in China, the construction of social responsibility of state-owned enterprises and private enterprises, the social responsibility of transnational corporations and enterprises, etc. Lack of discussion on specific industry social responsibility. The study of social responsibility of tourism enterprises is still in its infancy, and the research of hotel social responsibility is rare. This leads to a lack of a clear understanding of hotel social responsibility and hinders hotel social responsibility. Under the background of globalization, the competition environment and rules of enterprises have changed greatly. The pursuit of long-term profit maximization and sustainable development is becoming a globally recognized value. As more and more international hotel groups move into China, the concept of corporate social responsibility is beginning to spread all over the country. However, many hotels in China have not yet realized the necessity and importance of corporate social responsibility, for example, Social responsibility reports are issued by companies involved in petroleum, chemical, transportation, electricity and other sectors, but few hotel social responsibility reports. As a highly correlated and radiative industry, the hotel industry is also a "window" industry of a city and a region. It plays an important role in protecting the environment, saving energy, and sustainable development. Therefore, it is of great significance to study the social responsibility behavior of hotel. The theory of planning behavior is widely accepted in the field of sociology, and its application in various fields has proved that the theory has a strong ability to explain and predict the behavior in the actual environment. On the basis of combing the theory of corporate social responsibility, this paper analyzes the driving factors of corporate social responsibility, and combines the characteristics of hotel industry, constructs the analysis framework of hotel social responsibility based on the theory of planned behavior. Based on this, the research hypotheses and design questionnaires are developed. This study selected 190 high star hotels in China as a sample to explore the relationship between hotel attitude towards social responsibility, hotel subjective norms and perceptual behavior control. Through the statistical analysis of SPSS18.0 data, the author draws the conclusion that hotel attitude, subjective norm, perceptual behavior control have significant correlation with their behavior intention, and proves the effect of subjective norm on behavior intention. At the same time, we draw the conclusion that the behavior intention of the hotel to assume social responsibility is not affected by hotel star, ownership type, enterprise growth stage and enterprise scale. Finally, according to the results of the study, this paper puts forward the corresponding suggestions on how to better assume social responsibility, and puts forward the research direction in the future.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F270;F719

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