「真誠領導是否透過中介角色-企業社會責任(Corporate Social Responsibility; CSR)影響員工與顧客價值共創(Value co-creation; VCC)？員工真誠感知、顧客真誠評估又在過程中扮演何種角色與效益？」本計畫案將統整國內外學者文獻，以系統性方式整合組織、員工及顧客三層次，分別探討「真誠領導透過CSR之中介角色促進員工VCC，並以員工真誠感知為調節角色」及「員工VCC透過顧客層次之CSR之中介角色促進顧客VCC，並以顧客真誠評估為調節角色」。本研究採用階層線性模型(HLM)進行跨層次分析，以台灣履行CSR之企業作為研究對象。預計將抽樣166家企業以及發放1500份問卷。本研究架構將分成兩部分探討，第一部分將探討，組織真誠領導與員工VCC之間，CSR是否具中介效果，以及員工真誠感知在組織層次CSR與個別員工VCC間是否具有調節效果；第二部分將探討，顧客層次之CSR在員工VCC和顧客VCC中是否具中介效果，以及顧客真誠評估在顧客層次之CSR與顧客VCC之間是否有交互作用的效果。本研究預期貢獻：第一，填補CSR文獻對於真誠領導與員工VCC之實證影響，並加入CSR作為員工與組織間中介因子，了解CSR於企業與員工關係之間的重要性。第二，真誠領導對組織CSR與員工VCC之影響過程中，加入員工對於真誠感知帶來的影響，故員工真誠感知將列為調節因素，探討如何催化CSR與員工VCC的影響。第三，強調CSR概念對於員工與顧客之間互動的重要性，證實組織CSR會影響顧客感受外，員工價值共創在消費者消費過程的投入也是影響顧客VCC之關鍵因素。第四，員工VCC對顧客層次之CSR與顧客VCC之影響過程中，加入顧客的真誠評估帶來的影響，故顧客真誠評估亦將列為調節因素，探討如何催化顧客層次之CSR與顧客之VCC之間的影響。第五，以系統性方式整合組織、員工及顧客三個層次作用，採用階層線性模型並加入中介因子與調節因子進行跨層次分析，精確掌握組織、員工與顧客不同層次的關係，此方法論對CSR研究具有創新性與貢獻性。 ;This study will investigate how authentic leadership promotes employee and customer value co-creation via key mediators: corporate social responsibility (CSR). And what the role of authenticity evaluation plays in this process? By integrating past literatures of scholars, a three-level framework which includes the organization, employee and customer levels was developed in a systematic way, to explore “how authentic leadership promotes employee value co-creation (EVCC) via key mediator of CSR, and the employee perceptions of authenticity as a moderator role between CSR and EVCC” as well as “how EVCC promotes customer value co-creation (CVCC) via key mediator of CSR, and the customer authenticity evaluation as moderator role between CSR and CVCC.” Hierarchical linear model (HLM) will be conducted to analyze the cross-level model in this study. A total of 1500 questionnaires will be distributed to 166 enterprises implementing CSR in Taiwan. In order to investigate the relationship between authentic leadership and customer behavior comprehensively, we will divide our research into two parts. First, we will examine the mediating effect of organizational CSR in the relationship between organizational-level authentic leadership and employee-level EVCC. We will also examine the moderation effect of employee perceptions of authenticity in the relationship between organizational-level CSR and employee-level EVCC. Second, we will examine the mediating effect of customer-level CSR in the relationship between employee-level EVCC and customer-level CVCC. Besides, the moderation effect of customer authenticity evaluation between customer-level CSR and CVCC will be identified.This study will contribute to the field of research in four aspects. First, this study will address a gap in the empirical literature by examining the positive impact of authentic leadership on EVCC and identified CSR as a meditation factor for more in-depth discussion of the value of CSR between leader and employee relations. Second, this study will provide the influence of interaction effect of the employee perceptions of authenticity to explore how CSR promote EVCC. Third, this study will highlight the importance of CSR on the relationship between employee and customer. The study will also identify that CSR is also a key factor affecting the CVCC not just the behavior of employees will affect the CVCC. Forth, this study will investigate the interaction effect of the customer authenticity evaluation between CSR and CVCC. Fifth, HLM will be conducted to investigate the mediation and moderation effects on the cross-level relationships among organization, employee and customer. This methodology provided a more comprehensive perspective in the research field of CSR compared to single-level analysis.
