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* √—∞ª√–»“ π»“ μ√∫—≥±‘μ (‡°’¬√μ‘π‘¬¡), °“√®—¥°“√¿“§√—∞·≈–¿“§‡Õ°™π¡À“∫—≥±‘μ  ∂“∫—π∫—≥±‘μæ—≤π∫√‘À“√»“ μ√å (NIDA) ºŸâ™à«¬π—°«‘®—¬ §≥–√—∞ª√–»“ π»“ μ√å  ∂“∫—π∫—≥±‘μæ—≤π∫√‘À“√»“ μ√å Email: dhanakorn.m@hotmail.com

§” ”§—≠ :∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å‰∑¬, §«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡, °“√®—¥°“√ºŸâ¡’ à«π‰¥â‡ ’¬, ‚¡‡¥≈ ¡°“√

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∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å ‰∑¬°—∫§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢ÕßÕߧ尓√:

°“√»÷°…“μ“¡°√Õ∫°“√®—¥°“√ºŸâ¡’ à«π‰¥â à«π‡ ’¬

The Role of Thai HR Practitioners in Corporate Social Responsibility (CSR): A Stakeholder Management Perspective

°“√»÷°…“π’È¡’«—μ∂ÿª√– ß§å‡æ◊ËÕ»÷°…“ªí®®—¬∑’Ë¡’

Õ‘∑∏‘æ≈μàÕ°“√μ√–Àπ—°„π·π«§‘¥§«“¡√—∫º‘¥™Õ∫μàÕ  —ߧ¡¢Õßπ—°∑√—欓°√¡πÿ…¬å‰∑¬ ´÷ËߺŸâ«‘®—¬ª√–¬ÿ°μå

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°“√»÷°…“ √«¡∂÷ß»÷°…“∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å

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¿“§√—∞ ¿“§‡Õ°™π ·≈–¿“§√—∞«‘ “À°‘® ®”π«π 368 §π º≈°“√«‘‡§√“–Àå‚¡‡¥≈ ¡°“√‚§√ß √â“ßæ∫«à“ °“√μ√–Àπ—°

μàÕ ¿“槫“¡‡ªìπ®√‘ߢÕß∏ÿ√°‘® ‰¥â·°à §«“¡√Õ∫√Ÿâ

‡°’ˬ«°—∫‡∑§‚π‚≈¬’ ‡»√…∞°‘®·≈–°ÆÀ¡“¬ ·≈–

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„Àâ·°à°≈ÿࡺŸâ¡’ à«π‰¥â‡ ’¬À≈—°¢ÕßÕߧ尓√ ‰¥â·°à ≈Ÿ°§â“

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ºŸâ¡’ à«π‰¥â‡ ’¬À≈—°¢ÕßÕߧ尓√ „πμÕπ∑⓬ ºŸâ«‘®—¬‰¥â

‡ πÕ·π«∑“ߪ√–¬ÿ°μå„™âº≈°“√»÷°…“∑—Èß„π‡™‘ß∑ƒ…Æ’

·≈–„π‡™‘ßªØ‘∫—μ‘

Abstract

Key words : Thai HR roles, corporate social responsibility (CSR), stakeholder management, structural equation modeling (SEM), tests of mediation

Three hundred and sixty-eight Thai human resources (HR) practitioners were surveyed to investigate the factors influencing their realization of corporate social responsibility (CSR) and to explore how they provided value or responded to the key organizational stakeholders. By using a stakeholder manage- ment theory to the study, the results of structural equation modeling indicated that knowing external business realities (i.e., technology, economics and regulatory issues, and workforce

demographics) affected the realization of CSR in Thai HR practitioners. As hypothesized, Thai HR practitioners could deliver value to the key organizational stakeholders (i.e., customers, organization and managers, and employees). Further, the realization of CSR played a full mediating role in the relationship between knowing external business realities and delivering value to the key organizational stakeholders. Implications for both theory and practice were discussed.

∫∑π”

ªí®®ÿ∫—π °√–· §«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢Õß Õߧ尓√ (corporate social responsibility: CSR) °”≈—ß

‡ªìπ∑’Ë°≈à“«∂÷ß°—πÕ¬à“ß¡“° À“°æ‘®“√≥“μ“¡∑ƒ…Æ’

‡§√◊ËÕß¡◊Õ (instrumental theories) ®–æ∫«à“ ·π«§‘¥

¥—ß°≈à“«∂Ÿ°„™â‡ªìπ‡§√◊ËÕß¡◊Õ‡™‘߬ÿ∑∏»“ μ√å„π°“√ àß¡Õ∫

§ÿ≥§à“·≈–§«“¡‰¥â‡ª√’¬∫„π°“√·¢àߢ—π„Àâ·°àÕߧ尓√

(Campbell, 2006; Garriga & Mele, 2004;

McWilliams, Siegel, & Wright, 2006; Okoye, 2009;

Porter & Kramer, 2002)

·¡â«à“„πªí®®ÿ∫—π®–¬—߉¡à¡’¢âÕ √ÿª‡°’ˬ«°—∫§«“¡

À¡“¬∑’Ë·∑â®√‘ߢÕß CSR ·μà°√–π—Èπ Dahlsrud (2006)

‰¥â√«∫√«¡§«“¡À¡“¬¢Õß CSR ∑’Ë¡’π—°«‘™“°“√·≈–

Õߧ尓√ “°≈μà“ßÊ „À≫≥â∂÷ß 37 𑬓¡ ·≈– √ÿª ÕÕ°¡“‰¥â 5 ¡‘μ‘ §◊Õ ¡‘μ‘¥â“π ‘Ëß·«¥≈âÕ¡ (environ- mental dimension) ¡‘μ‘¥â“π —ߧ¡ (social dimension)

¡‘μ‘¥â“π‡»√…∞°‘® (economic dimension) ¡‘μ‘¥â“πºŸâ¡’

 à«π‰¥â‡ ’¬ (stakeholder dimension) ·≈–¡‘μ‘¥â“π

®‘μÕ“ “ (voluntariness dimension)  à«π„π∑“ߪؑ∫—μ‘

°“√¥”‡π‘π°“√ CSR ¢ÕßÕߧ尓√  “¡“√∂·∫à߉¥â‡ªìπ 2 √Ÿª·∫∫ §◊Õ (1) °“√¥”‡π‘π°“√ CSR ¿“¬πÕ° (external CSR) ´÷ËßÀ¡“¬∂÷ß °“√¥”‡π‘π°“√μà“ßÊ ¢ÕßÕߧ尓√

∑’Ë°àÕ„À⇰‘¥º≈°√–∑∫μàÕ¿“¬πÕ° Õ“∑‘ °“√¥”‡π‘π

°‘®°√√¡ “∏“√≥ª√–‚¬™πåμà“ßÊ ‡æ◊Ëՙ૬‡À≈◊Õ —ߧ¡

·≈– ‘Ëß·«¥≈âÕ¡ (social and environmental concerns) (Husted, Allen, & Rivera, 2010; Montiel, 2008;

Vives, 2005) ·≈– (2) °“√¥”‡π‘π°“√ CSR ¿“¬„π Õߧ尓√ (internal CSR) ‡ªìπ°“√„À⧫“¡ ”§—≠°—∫

°≈ÿࡺŸâ¡’ à«π‰¥â‡ ’¬À≈—°¢ÕßÕߧ尓√ ‡™àπ æπ—°ß“π ≈Ÿ°§â“

À√◊ÕºŸâ®—¥ àß«—μ∂ÿ¥‘∫ μ≈Õ¥®π°“√ √â“ß∏√√¡“¿‘∫“≈„π

°“√¥”‡π‘πß“π¢ÕßÕߧ尓√ (corporate governance) (Deakin & Hobbs, 2007; Kolk & Pinkse, 2010;

Turker, 2009) ∑—Èßπ’È  “∏“√≥™π à«π„À≠ଗߧ߇¢â“„®«à“

°“√¥”‡π‘π°“√ CSR §√Õ∫§≈ÿ¡‡©æ“–°“√¥”‡π‘π°“√

„π√Ÿª·∫∫·√°‡∑à“π—Èπ Õ’°∑—Èß √Ÿª·∫∫°“√¥”‡π‘π°“√

CSR ¿“¬πÕ°¬—ßßà“¬·°àÕߧ尓√„π°“√À¬‘∫¬°¡“‡ªìπ

‡§√◊ËÕß¡◊Õ„π°“√ª√–™“ —¡æ—π∏å¿“æ≈—°…≥åÕߧ尓√

¡“°°«à“°“√¥”‡π‘π°“√ CSR ¿“¬„πÕߧ尓√ (Frankental, 2001)

„π‚≈°·Ààß«‘™“°“√ °“√»÷°…“«‘®—¬‡°’ˬ«°—∫ CSR

¡—°‡°’ˬ«¢âÕß°—∫ª√–‡¥Áπμà“ßÊ Õ“∑‘ ªí®®—¬∑’Ë¡’Õ‘∑∏‘æ≈

μàÕ°“√√‘‡√‘Ë¡¥”‡π‘π°“√ CSR ¢ÕßÀπ૬ߓπ (‡™àπ Aguilera & Jackson, 2003; Mitchell, Agle, & Wood, 1997; Pedersen, 2006) Õ√√∂ª√–‚¬™πå∑’ˇ°‘¥¢÷Èπ®“°

°“√¥”‡π‘π°“√ CSR ∑—Èߥâ“πº≈ª√–°Õ∫°“√∑“ß°“√‡ß‘π (‡™àπ Beurden & Gossling, 2008; Orlitzky, Schmidt,

& Rynes, 2003) ·≈–ª√–‚¬™πåÕ◊ËπÊ ∑’Ë¡‘„™àμ—«‡ß‘π Õ“∑‘ °“√ √â“ߧ«“¡æ÷ßæÕ„®„Àâ·°à≈Ÿ°§â“ (‡™àπ Luo &

Bhattacharya, 2006; Sen & Bhattacharya, 2001)

°“√ √â“ߧ«“¡‰«â«“ß„® (trust) „Àⷰຟ⡒ à«π‰¥â‡ ’¬¢Õß Õߧ尓√ (‡™àπ Choi, Eldomiaty, & Kim, 2007)

°“√¥÷ߥŸ¥§π‡°àß„À⇢ⓡ“√à«¡ß“π°—∫Õߧ尓√ (‡™àπ Backhaus, Stone, & Heiner, 2002; Bhattacharya, Sen, & Korschun, 2008; Greening, & Turban, 2000;

Turban & Greening, 1997) °“√ √â“ߧ«“¡ºŸ°æ—π (commitment) ¢Õßæπ—°ß“π¿“¬„πÕߧ尓√ (‡™àπ Peterson, 2004) °“√‡ √‘¡ √â“ß¿“æ≈—°…≥å·≈–μ√“ ‘π§â“

(brand) ¢ÕßÕߧ尓√ (‡™àπ Chaudhry & Krishnan, 2007; Smith & Alcorn, 1991) √Ÿª·∫∫°“√¥”‡π‘π°“√

CSR ¢ÕßÀπ૬ߓπμà“ßÊ (‡™àπ Antal & Sobczak, 2007; Dawkins & Ngunjiri, 2008; Lindgreen, Swaen, & Johnston, 2009; Virakul, Koonmee, &

McLean, 2009) °“√æ—≤π“·∫∫«—¥°“√¥”‡π‘π°“√ CSR

¢ÕßÀπ૬ߓπ (‡™àπ Aupperle, Carroll, & Hotfield, 1985; Maignan & Ferrell, 2000; Singhapakdi, Vitell, Rallapalli, & Kraft, 1996; Turker, 2009)

∫∑∫“∑¢Õß¿“§√—∞∑’Ë¡’μàÕ°“√¥”‡π‘π°“√ CSR (‡™àπ Albareda, Lozano, & Ysa, 2007; Fox, Ward, &

Howard, 2002) μ≈Õ¥®πª√–‡¥Áπ¢Õß°“√∫√‘À“√

∑√—欓°√¡πÿ…¬å°—∫°“√¥”‡π‘π°“√ CSR ¢ÕßÕߧ尓√

(‡™àπ Akgeyik, 2005; Berrone & Gomez-Mejia, 2009; Colbert & Kurucz, 2007; Fuentes-Garcia, Nunez-Tabales, & Veroz-Herradon, 2008; SHRM, 2007; Wirtenberg, Harmon, Russell, & Fairfield, 2007)

°“√»÷°…“π’È¡’«—μ∂ÿª√– ß§å‡æ◊ËÕ»÷°…“ªí®®—¬∑’Ë¡’

Õ‘∑∏‘æ≈μàÕ°“√μ√–Àπ—°„π·π«§‘¥§«“¡√—∫º‘¥™Õ∫μàÕ  —ߧ¡¢Õßπ—°∑√—欓°√¡πÿ…¬å‰∑¬ ´÷ËߺŸâ«‘®—¬ª√–¬ÿ°μå„™â

∑ƒ…Æ’°“√®—¥°“√ºŸâ¡’ à«π‰¥â‡ ’¬¢ÕßÕߧ尓√‡ªìπ°√Õ∫„π

°“√»÷°…“ √«¡∂÷ß»÷°…“∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å

„π°“√ àß¡Õ∫§ÿ≥§à“À√◊Õ°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√

¢Õß°≈ÿࡺŸâ¡’ à«π‰¥â‡ ’¬À≈—°¢ÕßÕߧ尓√ º≈°“√»÷°…“∑’Ë

‰¥â®–™à«¬‡ √‘¡ √â“ߧ«“¡‡¢â“„®‡°’ˬ«°—∫§«“¡ —¡æ—π∏å

√–À«à“ßªí®®—¬∑’Ë¡“¢Õß°“√μ√–Àπ—°μàÕ§«“¡√—∫º‘¥™Õ∫

¢Õßπ—°∑√—欓°√¡πÿ…¬å μ≈Õ¥®π∫∑∫“∑¢Õßπ—°

∑√—欓°√¡πÿ…¬å„π°“√ àß¡Õ∫§ÿ≥§à“„Àâ·°à°≈ÿࡺŸâ¡’ à«π

‰¥â‡ ’¬¢ÕßÕߧ尓√

Õπ÷Ëß °“√»÷°…“π’Ȫ√–¬ÿ°μå∑ƒ…Æ’°“√®—¥°“√ºŸâ¡’

 à«π‰¥â‡ ’¬‡ªìπ°√Õ∫„π°“√»÷°…“ ¥—ßπ—Èπ 𑬓¡¢Õߧ”«à“

秫“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡ (CSR)é „πß“π«‘®—¬π’È

®÷ßÀ¡“¬∂÷ß °“√„À⧫“¡ ”§—≠°—∫°≈ÿࡺŸâ¡’ à«π‰¥â‡ ’¬

¢ÕßÕߧ尓√ μ≈Õ¥®π§«“¡ “¡“√∂¢Õßπ—°∑√—欓°√

¡πÿ…¬å „π°“√ àß¡Õ∫§ÿ≥§à“À√◊ÕμÕ∫ πÕßμàÕ§«“¡

μâÕß°“√¢Õß°≈ÿࡺŸâ¡’ à«π‰¥â‡ ’¬‡À≈à“π—Èπ

∑ƒ…Æ’ ·π«§‘¥ ·≈– ¡¡μ‘∞“π°“√«‘®—¬

°“√∫√‘À“√∑√—欓°√¡πÿ…¬å „π∫√‘∫∑·Ààß°“√

‡ª≈’ˬπ·ª≈ß: °“√ √â“ߧÿ≥§à“·≈–§«“¡‰¥â‡ª√’¬∫

„π°“√·¢àߢ—π∑’ˬ—Ë߬◊π·°àÕߧ尓√ ºà“π°“√∫√‘À“√

∑√—欓°√¡πÿ…¬å

μ“¡∑ƒ…Æ’ Resource-based view of the firm

·π«∑“ß„π°“√ √â“ߧ«“¡‰¥â‡ª√’¬∫„π°“√·¢àߢ—π∑’ˬ—Ë߬◊π

¢ÕßÕߧ尓√  “¡“√∂∑”‰¥âºà“π°“√ √â“ߧÿ≥§à“ (values) μà“ßÊ ∑’˧Ÿà·¢à߬“°®–≈Õ°‡≈’¬π·∫∫ (Barney, 1991;

Peteraf, 1993) ∑ƒ…Æ’¥—ß°≈à“«‰¥â∂Ÿ°π—°«‘™“°“√

¥â“π∑√—欓°√¡πÿ…¬åπ”¡“ª√–¬ÿ°μ儙Ⱇ∫·π«§‘¥°“√∫√‘À“√

∑√—欓°√¡πÿ…¬å‡™‘߬ÿ∑∏»“ μ√å (strategic human resource management) ´÷Ë߇πâπ°“√ √â“ߧÿ≥§à“·≈–

§«“¡‰¥â‡ª√’¬∫„π°“√·¢àߢ—π¢ÕßÕߧ尓√ºà“π∑√—欓°√

¡πÿ…¬å √«¡∂÷ß·π«ªØ‘∫—μ‘·≈–π‚¬∫“¬¥â“π°“√∫√‘À“√

∑√—欓°√¡πÿ…¬å (Becker & Gerhart, 1996; Wright

& McMahan, 1992)

ªí®®ÿ∫—π π—°∑√—欓°√¡πÿ…¬å¡’ à«π √â“ߧÿ≥§à“·≈–

§«“¡‰¥â‡ª√’¬∫„π°“√·¢àߢ—π·°àÕߧ尓√ ‚¥¬‡√‘Ë¡®“°

°“√‡ √‘¡ √â“ß ¡√√∂π– (competencies) ¢Õßæπ—°ß“π

„Àâ Õ¥§≈âÕß°—∫¬ÿ∑∏»“ μ√åÕߧ尓√·≈–§«“¡‡ª≈’ˬπ·ª≈ß

¢Õß ¿“æ·«¥≈âÕ¡ (Backhaus et al., 2002; Teece, Pisano, & Schuen, 1997; Wright, Dunford, & Snell, 2001) °“√‡ √‘¡ √â“ß°√–∫«π°“√‡√’¬π√Ÿâ¿“¬„πÕߧ尓√

(Dechawatanapaisal, 2007; Pedler, Burgoyne, &

Boydell, 1991; Ulrich & Brockbank, 2005)

°“√ √â“ß√–∫∫∫√‘À“√æπ—°ß“𥓫‡¥àπ (talent manage- ment) (Bhattacharya et al., 2008) °“√ √â“ß

¡“μ√∞“π·≈–®√‘¬∏√√¡„π°“√∫√‘À“√∑√—欓°√¡πÿ…¬å (Cascio, 2005) °“√ √â“ß·∫√π¥å¢ÕßÕߧ尓√„À⇪ìπ 𓬮â“ß∑’ËÀ¡“¬ªÕß (employer of choice) (Kotler &

Lee, 2005; SHRM, 2008; Smith, Wokutch,

Harrington, & Dennis, 2004) √«¡‰ª∂÷ß∫∑∫“∑

„π°“√‡ √‘¡ √â“ߺ≈°”‰√·≈–§«“¡¬—Ë߬◊π„Àâ·°àÕߧ尓√

(Colbert & Kurucz, 2007; Kotler & Lee, 2005;

Wirtenberg et al., 2007)

‡æ◊ËÕ„Àâ°“√¥”‡π‘π°“√¢â“ßμâπª√– ∫º≈ ”‡√Á®

π—°∑√—欓°√¡πÿ…¬å·≈–ΩÉ“¬∫√‘À“√∑√—欓°√¡πÿ…¬å

®”‡ªìπμâÕߪ√—∫‡ª≈’ˬπ∫∑∫“∑¢Õßμπ‰ªæ√âÕ¡°—π¥â«¬

∑—Èß„π‡™‘ß (1) ‚§√ß √â“ßÀπ૬ߓπ·≈–√–∫∫°“√∑”ß“π

‡™àπ °“√°”Àπ¥„Àâπ—°∑√—欓°√¡πÿ…¬å‡¢â“‰ª∑”ß“π

√à«¡°—∫·ºπ°μà“ßÊ ¿“¬„πÀπ૬ߓπ (shared-services HR) À√◊Õ°“√‡ªìπ»Ÿπ¬å°≈“ß·Ààߧ«“¡‡™’ˬ«™“≠·≈–‡ªìπ

∑’˪√÷°…“¥â“π°“√∫√‘À“√∑√—欓°√¡πÿ…¬å¿“¬„πÕߧ尓√

(centers of expertise) (Ulrich & Brockbank, 2005) (2) °“√ª√—∫‡ª≈’ˬπ∫∑∫“∑·≈– ¡√√∂π–¢Õß π—°∑√—欓°√¡πÿ…¬å ‡√‘Ë¡μ—Èß·μà°“√· ¥ß∫∑∫“∑°“√‡ªìπ∑’Ë æ÷Ëßæ“¢Õßæπ—°ß“π (employee champion) °“√‡ªìπ π—°æ—≤π“∑ÿπ¡πÿ…¬å (human capital developer)

°“√‡ªìπºŸâ‡™’ˬ«™“≠„πß“π∫√‘À“√∑√—欓°√¡πÿ…¬å (administrative expert or functional expert) ·≈–

∑’Ë ”§—≠ §◊Õ °“√‡ªìπÀÿâπ à«π‡™‘߬ÿ∑∏»“ μ√å (strategic partner) ´÷Ëߧ“¥À«—ß„Àâπ—°∑√—欓°√¡πÿ…¬å· ¥ß∫∑∫“∑

∑—Èß„π∞“π–ºŸâ‡™’ˬ«™“≠∑“ß∏ÿ√°‘® (business expert) ºŸâπ”°“√‡ª≈’ˬπ‡ª≈ß (change agent) ºŸâ®—¥°“√§«“¡√Ÿâ (knowledge manager) ·≈–∑’˪√÷°…“¿“¬„πÕߧ尓√

(Ulrich, 1997; Ulrich & Brockbank, 2005, p. 201)

¥â“π ¡√√∂π–∑’Ë®”‡ªìπμàÕ°“√ªØ‘∫—μ‘ß“π¢Õßπ—°∑√—欓°√

¡πÿ…¬å Ulrich, Brockbank, Johnson, Sandholtz, and Younger (2008, p. 183) ‰¥â‡ πÕ ¡√√∂π– 6 √“¬°“√

 ”À√—∫π—°∑√—欓°√¡πÿ…¬å ª√–°Õ∫¥â«¬ (1) °“√ √â“ß

§«“¡πà“‡™◊ËÕ∂◊Õ (credible activist) (2) §«“¡√Õ∫√Ÿâ„π

∏ÿ√°‘® (business ally) (3) ºŸâ‡™’ˬ«™“≠„π√–∫∫ß“π (operational executor) (4) π—°ÕÕ°·∫∫Õߧ尓√

·≈–π—°∫√‘À“√æπ—°ß“𥓫‡¥àπ (talent manager/

organizational designer) (5) ºŸâª√—∫‡ª≈’ˬπ«—≤π∏√√¡

·≈–°“√‡ª≈’ˬπ·ª≈ß (culture & change steward) ·≈–

(6) ºŸâÕÕ°·∫∫¬ÿ∑∏»“ μ√åÕߧ尓√ (strategy architect)

·≈– (3) °“√ª√—∫‡ª≈’ˬπ°√–∫«π∑—»πå¢Õßπ—°∑√—欓°√

¡πÿ…¬å ‚¥¬π—°∑√—欓°√¡πÿ…¬å„πªí®®ÿ∫—𮔇ªìπμâÕß

√Õ∫√Ÿâ„π‡√◊ËÕß∏ÿ√°‘® ‰«μàÕ§«“¡‡ª≈’ˬπ·ª≈ß∑—Èߥâ“π

‡∑§‚π‚≈¬’ ‡»√…∞°‘® °ÆÀ¡“¬ ‚§√ß √â“ߪ√–™“°√

‚≈°“¿‘«—μπå ·≈–§«“¡§“¥À«—ߢÕß≈Ÿ°§â“ (Losey, Meisinger, & Ulrich, 2005; Ulrich, 1987; Ulrich, Allen, Brockbank, Younger, & Nyman, 2009;

Ulrich & Brockbank, 2005) √«¡∂÷ß°“√μ√–Àπ—°

μàÕÕ‘∑∏‘æ≈¢Õß°≈ÿࡺŸâ¡’ à«π‰¥â‡ ’¬∑’Ë¡’μàÕÕߧ尓√∑—ÈߺŸâ¡’

 à«π‰¥â‡ ’¬¿“¬„πÕߧ尓√ ‡™àπ æπ—°ß“π ºŸâ∫√‘À“√

ºŸâ∂◊ÕÀÿâπ ·≈–ºŸâ¡’ à«π‰¥â‡ ’¬¿“¬πÕ°Õߧ尓√ ‡™àπ ≈Ÿ°§â“

π—°≈ß∑ÿπ ·≈–™ÿ¡™π æ√âÕ¡°—ππ’Ȭ—ßμâÕß àß¡Õ∫§ÿ≥§à“„Àâ

·°àºŸâ¡’ à«π‰¥â‡ ’¬‡À≈à“π—Èπºà“π°“√∫√‘À“√∑√—欓°√

¡πÿ…¬å¥â«¬ (Ulrich & Brockbank, 2005; Ulrich et al., 2008, 2009; Wright & Snell, 2005, p. 255) πÕ°®“°π’È Pfeffer (2005, p. 168) ¬—߉¥â‡ πÕ„Àâ π—°∑√—欓°√¡πÿ…¬åª√—∫‡ª≈’ˬπ∑—»π§μ‘·≈–°√–∫«π

∑—»πå„À¡à „Àâ¡ÿà߇πâπ„π‡√◊ËÕß ç§«“¡√—∫º‘¥™Õ∫ (respon- sibility mind-set)é ‚¥¬‡©æ“–ª√–‡¥Áπ∑’Ë«à“

π—°∑√—欓°√¡πÿ…¬å¡’Àπâ“∑’Ë„π°“√ √â“ß ‘Ëߥ’ß“¡„Àâ·°à  —ߧ¡·≈–‚≈°¡πÿ…¬å ‡™àπ‡¥’¬«°—∫ Wright and Snell (2005, pp. 254-255) ∑’Ë·π–π”„Àâπ—°∑√—欓°√¡πÿ…¬å

‡ªìπºŸâ√—°…“®√‘¬∏√√¡·≈–§ÿ≥∏√√¡¿“¬„πÕߧ尓√

§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡: ®“°·π«§‘¥ Ÿà

·π«ªØ‘∫—μ‘

„πªí®®ÿ∫—π ‡¡◊ËÕ‡Õà¬∂÷ß°“√∑”§«“¡¥’·≈–°“√¡’

®√‘¬∏√√¡·≈–§ÿ≥∏√√¡¢ÕßÕߧ尓√ ¬àÕ¡Àπ’‰¡àæâπ∑’Ë®–

μâÕß°≈à“«∂÷ß°√–· ¢Õß°“√· ¥ß§«“¡√—∫º‘¥™Õ∫μàÕ  —ߧ¡¢ÕßÕߧ尓√ (CSR) ·π«§‘¥¥—ß°≈à“«‡√‘Ë¡ª√“°Ø

§√—Èß·√°®“°«√√≥°√√¡¢Õß Chester Barnard „πªï

§.». 1938 ™◊ËÕ The functions of the Executive

·≈–¡“‡¥àπ™—¥„πÀπ—ß ◊Õ ™◊ËÕ Social Responsibilities of the Businessman ¢Õß Howard R. Bowen

„πªï §.». 1953 (Carroll, 1999, p. 269) ∑—Èßπ’È Carroll (1999) √–∫ÿ«à“ „π™à«ß∑»«√√…∑’Ë 1950s

§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡‡ªìπ‡æ’¬ß ç·π«§‘¥é ‡°’ˬ«°—∫

°“√· ¥ß§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢Õßπ—°∏ÿ√°‘® μàÕ¡“

„π™à«ß∑»«√√…∑’Ë 1960s-1970s ∂◊Õ‡ªìπ¬ÿ§¢Õß°“√

𑬓¡§«“¡À¡“¬¢Õߧ«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡ ´÷Ëß μ—«Õ¬à“ߧ«“¡À¡“¬∑’Ë ”§—≠ Õ“∑‘ Carroll (1979, 1991)

√–∫ÿ«à“ §«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢ÕßÕߧ尓√μ—ÈßÕ¬Ÿà∫π æ◊Èπ∞“π¢Õߧ«“¡√—∫º‘¥™Õ∫∑“߇»√…∞°‘® (economic) À¡“¬∂÷ß °“√ √â“ߺ≈°”‰√„Àâ·°àÕߧ尓√ °“√ªØ‘∫—μ‘μ“¡

°ÆÀ¡“¬¢ÕßÕߧ尓√ (legal) °“√¬÷¥∂◊Õ®√‘¬∏√√¡

(ethical) ·≈–°“√¡’®‘μÕ“ “¢ÕßÕߧ尓√ (discretionary)

‚¥¬§«“¡À¡“¬¥—ß°≈à“«‡ªìπ à«πÀπ÷ËߢÕß‚¡‡¥≈°“√

ªØ‘∫—μ‘°“√‡æ◊ËÕ —ߧ¡ (CSP)

¡“∂÷ß®ÿ¥π’ȺŸâÕà“π®–‡√‘Ë¡‡ÀÁπ§”«à“ ç‚¡‡¥≈ CSPé

¢÷Èπ¡“§«∫§Ÿà°—∫§”«à“ 秫“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡ À√◊Õ CSRé ´÷Ëß‚¡‡¥≈¥—ß°≈à“«‡ªì𧫓¡æ¬“¬“¡¢Õßπ—°«‘™“°“√

„π°“√·°â‰¢¢âÕ®”°—¥¢Õߧ”«à“ 秫“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡é

∑’Ë∂Ÿ°¡Õß«à“ ‡ªìπ‡æ’¬ß𑬓¡ π“¡∏√√¡ Ÿß ·≈–¢“¥

∑ƒ…Æ’√Õß√—∫ (Frankental, 2001; Preston & Post, 1975) Õ’°∑—Èß §”«à“ 砗ߧ¡é ¬—ß √â“ߧ«“¡§≈ÿ¡‡§≈◊Õ„Àâ

·°àÕߧ尓√∑—ÈßÀ≈“¬‡°’ˬ«°—∫¢Õ∫‡¢μ¢Õߧ”¥—ß°≈à“«

(Maignan, Ferrell, & Ferrell, 2005) ·≈–°“√∑’Ë

§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡‡ªìπ‡æ’¬ß𑬓¡ ®÷߉¡à∂◊Õ«à“

‡ªìπμ—«·ª√ ∑”„À⬓°·°à°“√«—¥º≈·≈–°“√»÷°…“«‘®—¬

(Beurden & Gossling, 2008; Maron, 2006) ¥—ßπ—Èπ

«—μ∂ÿª√– ß§å¢Õß°“√æ—≤π“‚¡‡¥≈ CSP §◊Õ ‡æ◊ËÕ √â“ß

§«“¡‡ªìπ√Ÿª∏√√¡ ·≈–°“√𔉪ªØ‘∫—쑉¥â„Àâ·°à·π«§‘¥

§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡ μ—«Õ¬à“ß‚¡‡¥≈ CSP ‰¥â·°à Carroll (1979) ‰¥âæ—≤π“‚¡‡¥≈ CSP ´÷Ëߪ√–°Õ∫

‰ª¥â«¬ 3  à«π  à«π·√° §◊Õ π‘¬“¡¢Õߧ«“¡√—∫º‘¥™Õ∫

μàÕ —ߧ¡¥—ß∑’Ë ‰¥â°≈à“«‰ª·≈â«„πμÕπμâπ  à«π∑’Ë 2

°“√√–∫ÿ∂÷ߪ√–‡¥Áπ∑“ß —ߧ¡ (social issues) ∑’ËÕߧ尓√

§«√„ à„® ·≈– à«π∑’Ë 3 §◊Õ √Ÿª·∫∫°“√μÕ∫ πÕߢÕß Õߧ尓√μàÕª√–‡¥Áπ∑“ß —ߧ¡‡À≈à“π—Èπ „π 4 √Ÿª·∫∫ §◊Õ Reactive, Defensive, Accommodative À√◊Õ Proactive (RDAP) (Carroll, 1979; Jamali, 2008) μàÕ¡“

¡’π—°«‘™“°“√Õ’°À≈“¬∑à“π‰¥âæ—≤π“‚¡‡¥≈ CSP Õ“∑‘

Wood (1991) ‰¥âæ—≤π“‚¡‡¥≈ CSP ª√–°Õ∫‰ª¥â«¬

3  à«πÀ≈—° §◊Õ (1) À≈—°°“√¢Õߧ«“¡√—∫º‘¥™Õ∫μàÕ  —ߧ¡ (principles of CSR) ´÷Ëßæ‘®“√≥“‰¥â 3 √–¥—∫

§◊Õ √–¥—∫ ∂“∫—π ‡πâπ„ÀâÕߧ尓√ªØ‘∫—μ‘μ“¡°ÆÀ¡“¬

√–¥—∫Õߧ尓√ ‡πâπ°“√· ¥ß§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡

¢ÕßÕߧ尓√ ·≈–√–¥—∫∫ÿ§§≈ ‡πâπ°√–∫«π°“√μ—¥ ‘π„®

¢ÕߺŸâ∫√‘À“√ (2) °√–∫«π°“√ (process of CSR)

·∫à߇ªìπ 3 √Ÿª·∫∫ §◊Õ °“√ª√–‡¡‘πº≈°√–∑∫∑“ß  ‘Ëß·«¥≈âÕ¡¢ÕßÕߧ尓√ °“√®—¥°“√ºŸâ¡’ à«π‰¥â‡ ’¬ ·≈–

°“√®—¥°“√ª√–‡¥Áπ∑“ß —ߧ¡ ·≈– (3) º≈≈—æ∏宓°°“√

· ¥ß§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢ÕßÕߧ尓√ (outcomes of corporate behavior) æ‘®“√≥“‰¥â 3 ª√–‡¥Áπ §◊Õ º≈°√–∑∫∑’ËÕߧ尓√ √â“ß·°à —ߧ¡ ‚ª√·°√¡¢Õß Õߧ尓√„π°“√æ—≤π“ —ß§¡ ·≈–π‚¬∫“¬¢ÕßÕߧ尓√∑’Ë¡’

μàÕª√–‡¥Áπμà“ßÊ ∑“ß —ߧ¡ (Jamali, 2008; Wood, 1991) ∑—Èßπ’È Beurden and Gossling (2008)

‰¥â«‘‡§√“–ÀåÕ¿‘¡“π (meta analysis) æ∫«à“ μ—Èß·μàªï

§.». 1990 ‡ªìπμâπ¡“ CSP ∂Ÿ°„™â‡ªìπμ—«·ª√„π°“√

ª√–‡¡‘πº≈°√–∑∫¢Õߧ«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡∑’Ë¡’μàÕ º≈ª√–°Õ∫°“√¢ÕßÕߧ尓√ ‚¥¬μ—«·ª√ CSP ∑’Ëπ—°«‘™“°“√

„™â “¡“√∂®”·π°ÕÕ°‡ªìπ 3 ≈—°…≥– §◊Õ (1) CSP 1

°“√«—¥√–¥—∫°“√„À⧫“¡ ”§—≠°—∫ª√–‡¥Áπ∑“ß —ߧ¡

(social concern) ¢ÕßÕߧ尓√ (2) CSP 2 §◊Õ °“√«—¥

°“√¥”‡π‘π°‘®°√√¡¢ÕßÕߧ尓√ (corporate action)

‡™àπ °‘®°“√ “∏“√≥°ÿ»≈¢ÕßÕߧ尓√ (philanthropy)

‚ª√·°√¡™à«¬‡À≈◊Õ —ߧ¡ (social programs) (3) CSP

3 °“√ª√–‡¡‘π™◊ËÕ‡ ’¬ß¢ÕßÕߧ尓√ (corporate reputation ratings) ºà“π‡§√◊ËÕß¡◊Õμà“ßÊ ‡™àπ Kinder, Lydenberg, Domini, and Company (KLD) Social Index À√◊Õ Fortune 500 Rating ‡ªìπμâπ πÕ°®“°π’È Beurden and Gossling (2008) ¬—ßæ∫«à“ ß“π«‘®—¬√âÕ¬≈– 68 æ∫§«“¡ —¡æ—π∏å∑“ß∫«°√–À«à“ß CSP °—∫º≈ª√–°Õ∫°“√

∑“ß°“√μ≈“¥ ‡™àπ √“§“Àÿâπ ·≈–º≈ª√–°Õ∫°“√∑“ß∫—≠™’

‡™àπ º≈°”‰√ ÿ∑∏‘ À√◊ÕÕ—μ√“º≈μÕ∫·∑π®“° ‘π∑√—æ¬å  à«π√âÕ¬≈– 26 ‰¡àæ∫§«“¡ —¡æ—π∏å ·≈–√âÕ¬≈– 6 æ∫§«“¡ —¡æ—π∏å∑“ß≈∫√–À«à“ß CSP °—∫º≈ª√–°Õ∫

°“√¢ÕßÕߧ尓√

πÕ°®“°‚¡‡¥≈ CSP ·≈â« π—°«‘™“°“√¬—߉¥âπ”

∑ƒ…Æ’·≈–·π«§‘¥μà“ßÊ ¡“ª√–¬ÿ°μå„™â‡æ◊ËÕ°“√»÷°…“«‘®—¬

·≈–„™â‡ªìπ°√Õ∫„π°“√· ¥ß§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡

μ—«Õ¬à“߇™àπ ·π«§‘¥°“√¥”‡π‘π°“√Õ¬à“ß¡’®√‘¬∏√√¡¢Õß Õߧ尓√ (Epstein, 1987; Zenisek, 1979) ·π«§‘¥

°“√‡ªìπæ≈‡¡◊Õß∑’Ë¥’¢ÕßÕߧ尓√∑’Ë¡ÕßÕߧ尓√‡ ¡◊Õπ æ≈‡¡◊Õß´÷Ëß¡’ ‘∑∏‘„π 3 ¥â“π §◊Õ  ‘∑∏‘∑“ß —ߧ¡  ‘∑∏‘

¢Õßæ≈‡¡◊Õß ·≈– ‘∑∏‘∑“ß°“√‡¡◊Õß (Matten & Crane, 2005) ·≈–¬—ß¡’Àπâ“∑’˙૬‡À≈◊Õ —ߧ¡„πß“π∑’Ë¿“§√—∞

‰¡à “¡“√∂∑”‰¥â (Valor, 2005) ·π«§‘¥°“√æ—≤π“∑’Ë

¬—Ë߬◊π´÷Ëß„À⧫“¡ ”§—≠°—∫°“√‡μ‘∫‚μ¢ÕßÕߧ尓√‰ª æ√âÕ¡Ê °—∫§«“¡¬—Ë߬◊π∑“߇»√…∞°‘®  —ߧ¡ ·≈–

 ‘Ëß·«¥≈âÕ¡ À√◊Õ‡√’¬°√«¡°—π«à“ çTriple Bottom Lineé (WCED, 1987) ·≈–∑ƒ…Æ’°“√®—¥°“√ºŸâ¡’ à«π‰¥â‡ ’¬

(stakeholder management) (Carroll, 1999; Valor, 2005)

°“√»÷°…“π’È ¡ÿàß»÷°…“§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡

¢Õßπ—°∑√—欓°√¡πÿ…¬å‰∑¬μ“¡°√Õ∫¢Õß∑ƒ…Æ’°“√

®—¥°“√ºŸâ¡’ à«π‰¥â‡ ’¬‚¥¬§”«à“ 纟⡒ à«π‰¥â‡ ’¬ (stake- holder)é ‡°‘¥¢÷Èπ®“°°“√„Àâ§”π‘¬“¡¢Õß Stanford

Research Institute Internal Report „πªï §.». 1963

∑’Ë«à“ °≈ÿà¡∫ÿ§§≈μà“ßÊ ´÷ËßÀ“°Õߧ尓√‰¡à‰¥â√—∫°“√

 π—∫ πÿπ®“°°≈ÿࡧπ‡À≈à“π’È Õߧ尓√°Á‰¡à “¡“√∂

Õ¬Ÿà√Õ¥‰¥â (Valor, 2005) μàÕ¡“ Freeman (1984)

‰¥â„À⧫“¡À¡“¬‡æ‘Ë¡‡μ‘¡«à“ °≈ÿà¡∫ÿ§§≈´÷Ë߉¥â√—∫º≈°√–∑∫

®“°°“√¥”‡π‘π°“√¢ÕßÕߧ尓√ √«¡∂÷ß¡’Õ‘∑∏‘æ≈μàÕ

§«“¡ ”‡√Á®¢ÕßÕߧ尓√ ∑—Èßπ’È Clarkson (1995, pp.

107-108) ‰¥â·∫àߺŸâ¡’ à«π‰¥â‡ ’¬ÕÕ°‡ªìπ 2 °≈ÿà¡ ‰¥â·°à

°≈ÿࡪ∞¡¿Ÿ¡‘ (primary stakeholder group) À¡“¬∂÷ß

°≈ÿà¡∫ÿ§§≈μà“ßÊ ´÷ËßÀ“°Õߧ尓√‰¡à‰¥â√—∫°“√ π—∫ πÿπ

®“°°≈ÿࡧπ‡À≈à“π’È Õߧ尓√°Á‰¡à “¡“√∂Õ¬Ÿà√Õ¥‰¥â μ—«Õ¬à“ß

‡™àπ ºŸâ∂◊ÕÀÿâπ π—°≈ß∑ÿπ æπ—°ß“π ≈Ÿ°§â“ ·≈–ºŸâ®—¥ àß«—μ∂ÿ¥‘∫

∫“ߧ√—ÈßÕ“®√«¡∂÷ß√—∞∫“≈·≈–™ÿ¡™π¥â«¬ ·≈– (2) °≈ÿà¡

∑ÿ쑬¿Ÿ¡‘ (secondary stakeholder group) À¡“¬∂÷ß

°≈ÿà¡μà“ßÊ ∑’Ë¡’Õ‘∑∏‘æ≈À√◊Õ‰¥â√—∫º≈°√–∑∫®“°Õߧ尓√

·μà‰¡à‰¥â¡’ à«π‡°’ˬ«¢âÕß°—∫°“√¥”‡π‘π°“√¢ÕßÕߧ尓√

‚¥¬μ√ß ·≈–‰¡à àߺ≈μàÕ§«“¡Õ¬Ÿà√Õ¥¢ÕßÕߧ尓√

μ—«Õ¬à“߇™àπ  ◊ËÕ¡«≈™π À√◊Õ°≈ÿࡺ≈ª√–‚¬™πåμà“ßÊ

„π —ߧ¡ ∑—Èßπ’È Õߧ尓√¡’Àπâ“∑’Ë ”§—≠„π°“√ àß¡Õ∫

§ÿ≥§à“„Àâ·°à°≈ÿà¡À√◊Õ‡§√◊Õ¢à“¬ºŸâ¡’ à«π‰¥â‡ ’¬‡À≈à“π—Èπ (value-based networks: VBN) (Wheeler, Colbert,

& Freeman, 2003)

ªí®®ÿ∫—π ∑ƒ…Æ’°“√®—¥°“√ºŸâ¡’ à«π‰¥â‡ ’¬∂Ÿ°π”¡“

„™â‡ªìπ°√Õ∫„π°“√»÷°…“§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢Õß Õߧ尓√μà“ßÊ ¡“°¢÷Èπ ‡π◊ËÕß®“°∑ƒ…Æ’¥—ß°≈à“«™à«¬ √â“ß

§«“¡™—¥‡®π¢Õߧ”«à“ 砗ߧ¡é ‚¥¬™à«¬„ÀâÕߧ尓√

√–∫ÿ‰¥â«à“ „§√§◊Õ∫ÿ§§≈ ”§—≠∑’ËÕߧ尓√μâÕß· ¥ß

§«“¡√—∫º‘¥™Õ∫ ·≈–∑’Ë ”§—≠ ¬—ߙ૬„Àâπ—°«‘®—¬‡°Á∫

√ « ∫ √ « ¡ ¢â Õ ¡Ÿ ≈ · ≈ – «‘ ‡ § √ “ – Àå º ≈ ° “ √ »÷ ° … “ ßà “ ¬ ¢÷È π (Clarkson, 1995; Jamali, 2008; Wheeler et al., 2003)

∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å°—∫§«“¡

√—∫º‘¥™Õ∫μàÕ —ߧ¡

μ“¡∑ƒ…Æ’ ∂“∫—π (institutional theory) ∫ÿ§§≈

μâÕßμÕ∫ πÕßμàÕ·√ß°¥¥—πμà“ßÊ ®“° —ߧ¡ ‡æ◊ËÕ„À≥â

√—∫°“√¬Õ¡√—∫®“° —ߧ¡ ‡™àπ‡¥’¬«°—π Õߧ尓√„π∞“π–

Àπ૬Àπ÷Ëß„π —ߧ¡μâÕߥ”‡π‘π°“√‡æ◊ËÕ„À⇪ìπ∑’ˬա√—∫

¢Õß —ߧ¡¥â«¬‡™àπ°—π (Jackson & Schuler, 1995;

Wright & McMahan, 1992) ·π«§‘¥¥—ß°≈à“«

 –∑âÕπ«à“ Õߧ尓√‰¡à‰¥âÕ¬Ÿà‚¥¥‡¥’ˬ« ·μà®”‡ªìπ∑’Ë®–μâÕß μ√–Àπ—°μàÕÕ‘∑∏‘æ≈¢Õß ¿“æ·«¥≈âÕ¡∑—Èß¿“¬„π·≈–

¿“¬πÕ°Õߧ尓√ (Scott, 1987; Zucker, 1987)

∑ƒ…Æ’ ∂“∫—π‰¥â∂Ÿ°π”¡“ª√–¬ÿ°μ儙Ⱇ∫°“√∫√‘À“√

∑√—欓°√¡πÿ…¬å‡™‘߬ÿ∑∏»“ μ√å °≈à“«§◊Õ °“√∫√‘À“√

∑√—欓°√¡πÿ…¬å¢ÕßÕߧ尓√‰¡à‰¥â¢÷ÈπÕ¬Ÿà°—∫°“√μ—¥ ‘π„®

¢ÕßΩÉ“¬∫√‘À“√·μà‡æ’¬ßΩÉ“¬‡¥’¬« ·μଗßμâÕߧ”π÷ß∂÷ß ªí®®—¬¿“¬πÕ°¥â«¬‡™àπ°—π Õ“∑‘ ‡»√…∞°‘® °“√‡¡◊Õß

°ÆÀ¡“¬  —ߧ¡ «—≤π∏√√¡ √–¥—∫°“√‡ª≈’ˬπ·ª≈ß §Ÿà·¢àß

≈—°…≥–¢Õß∏ÿ√°‘® ·≈–§«“¡μâÕß°“√¢Õß°≈ÿࡺŸâ¡’ à«π‰¥â

‡ ’¬ (Hendry & Pettigrew, 1992; Schuler, Dowling,

& De Cieri, 1993; Schuler & Jackson, 2005; Wright

& McMahan, 1992) ¥—ßπ—Èπ π—°∑√—欓°√¡πÿ…¬å„π

∞“π–Àÿâπ à«π‡™‘߬ÿ∑∏»“ μ√å ®”μâÕß¡’ ¡√√∂π–¥â“π

§«“¡√Õ∫√Ÿâ „π‡™‘ß∏ÿ√°‘® °≈à“«§◊Õ μâÕ߉«μàÕ§«“¡

‡ª≈’ˬπ·ª≈ß„π¥â“πμà“ßÊ Õ“∑‘ ‡∑§‚π‚≈¬’ ‡»√…∞°‘®

°ÆÀ¡“¬ ·≈–‚§√ß √â“ߪ√–™“°√ (Losey, Meisinger,

& Ulrich, 2005; Ulrich, 1987; Ulrich & Brockbank, 2005; Ulrich et al., 2009) ·≈–„πªí®®ÿ∫—π °√–· 

¢Õß°“√· ¥ß§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢ÕßÕߧ尓√

°”≈—߇ªìπ∑’Ë°≈à“«∂÷߇ªìπÕ¬à“ß¡“° π—°∑√—欓°√¡πÿ…¬å

®”‡ªìπμâÕßμ√–Àπ—°√Ÿâ∂÷ߧ«“¡ ”§—≠¢Õß·π«§‘¥¥—ß°≈à“«

¥â«¬‡™àπ°—π ¥—ßμ—«Õ¬à“ߺ≈°“√ ”√«®¢Õß SHRM

„πªï §.». 2007 ∑’ˉ¥â√“¬ß“π‡°’Ë¬«°—∫∫∑∫“∑¢Õß π—°∑√—欓°√¡πÿ…¬å∑’Ë¡’μàÕ°“√· ¥ß§«“¡√—∫º‘¥™Õ∫μàÕ

 —ߧ¡¢ÕßÕߧ尓√ ·≈–æ∫«à“ π—°∑√—欓°√¡πÿ…¬å„π  À√—∞Õ‡¡√‘°“ √âÕ¬≈– 13 ¡’Àπâ“∑’Ë‚¥¬μ√ß„π°“√°”Àπ¥

¬ÿ∑∏»“ μ√姫“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢ÕßÕߧ尓√

 à«π√âÕ¬≈– 23 ‡¢â“‰ª¡’ à«π√à«¡„π°“√¢—∫‡§≈◊ËÕπ

¬ÿ∑∏»“ μ√姫“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢ÕßÕߧ尓√

(SHRM, 2007) À√◊Õ§”·π–π”¢Õß Strandberg (2009) ∑’Ë√–∫ÿ«à“ „π°“√∫Ÿ√≥“°“√·π«§‘¥§«“¡√—∫º‘¥™Õ∫

μàÕ —ߧ¡°—∫°“√∫√‘À“√∑√—欓°√¡πÿ…¬å π—°∑√—欓°√

¡πÿ…¬å§«√∑”Àπâ“∑’ˇªìπ∑—ÈßÀÿâπ à«π‡™‘߬ÿ∑∏»“ μ√å„π°“√

√à«¡°”Àπ¥¬ÿ∑∏»“ μ√姫“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢Õß Àπ૬ߓπ ·≈–‡ªìπºŸâ √â“ß°“√‡ª≈’ˬπ·ª≈߇æ◊ËÕ‡μ√’¬¡

«—≤π∏√√¡μ≈Õ¥®π√–∫∫°“√∑”ß“π∑’ˇÕ◊ÈÕμàÕ°“√· ¥ß

§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢ÕßÕߧ尓√

°“√»÷°…“π’ÈμâÕß°“√μ√«® Õ∫«à“ ªí®®ÿ∫—ππ—°∑√—欓°√

¡πÿ…¬å‰∑¬ √Ÿâ‡∑à“∑—πμàÕ ¿“槫“¡‡ªìπ®√‘ߢÕß∏ÿ√°‘®

À√◊Õ‰¡à ·≈–§«“¡√Õ∫√Ÿâ‡À≈à“π—Èπ®–¡’Õ‘∑∏‘æ≈μàÕ°“√

‡ √‘¡ √â“ß°“√μ√–Àπ—°„π·π«§‘¥§«“¡√—∫º‘¥™Õ∫

μàÕ —ߧ¡Õ¬à“߉√ ‚¥¬‡©æ“–„πª√–‡¥Áπ¢Õß°“√μ√–Àπ—°

μàÕ§«“¡ ”§—≠¢Õß°≈ÿࡺŸâ¡’ à«π‰¥â‡ ’¬À≈—°¢ÕßÕߧ尓√

Õ—π‰¥â·°à ≈Ÿ°§â“ Õߧ尓√ ·≈–æπ—°ß“π (Clarkson, 1995;

Ulrich & Brockbank, 2005, p. 2) ºŸâ«‘®—¬®÷ß°”Àπ¥

 ¡¡μ‘∞“π¥—ßπ’È

H 1: §«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫‡∑§‚π‚≈¬’¡’Õ‘∑∏‘æ≈

‡™‘ß∫«°μàÕ°“√μ√–Àπ—°√Ÿâ„π·π«§‘¥§«“¡√—∫º‘¥™Õ∫

μàÕ —ߧ¡¢Õßπ—°∑√—欓°√¡πÿ…¬å‰∑¬

H 2: §«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫‡»√…∞°‘®·≈–°ÆÀ¡“¬

¡’Õ‘∑∏‘æ≈‡™‘ß∫«°μàÕ°“√μ√–Àπ—°√Ÿâ„π·π«§‘¥

§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢Õßπ—°∑√—欓°√¡πÿ…¬å

‰∑¬

H 3: §«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫§«“¡‡ª≈’ˬπ·ª≈ߢÕß ª√–™“°√¡’Õ‘∑∏‘æ≈‡™‘ß∫«°μàÕ°“√μ√–Àπ—°√Ÿâ„π

·π«§‘¥§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢Õßπ—°∑√—欓°√

¡πÿ…¬å‰∑¬

∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√ √â“ߧÿ≥§à“

·°à°≈ÿࡺŸâ¡’ à«π‰¥â‡ ’¬¢ÕßÕߧ尓√

¥— ß ∑’ˉ¥â°≈à“«¡“·≈â«„π‡∫◊ÈÕßμâπ«à“√Ÿª·∫∫°“√

¥”‡π‘π°“√ CSR ‰¡à‰¥â®”°—¥‡©æ“–°“√∑”°‘®°√√¡

 “∏“√≥°ÿ»≈‡∑à“π—Èπ ·μଗߧ√Õ∫§≈ÿ¡∂÷ß°‘®°√√¡ CSR

¿“¬„πÕߧ尓√ ´÷Ë߇°’ˬ«¢âÕß°—∫°“√„À⧫“¡ ”§—≠°—∫

°≈ÿࡺŸâ¡’ à«π‰¥â‡ ’¬À≈—°¢ÕßÕߧ尓√·≈–°“√ √â“ß

∏√√¡“¿‘∫“≈„π°“√ªØ‘∫—μ‘ß“π¿“¬„πÕߧ尓√ (Baron, 2001; Deakin & Hobbs, 2007; Kolk & Pinkse, 2010; Turker, 2009) ®“°·π«§‘¥¥—ß°≈à“«

π—°∑√—欓°√¡πÿ…¬å‡√‘Ë¡‡¢â“¡“¡’∫∑∫“∑ ”§—≠„π°“√

 à߇ √‘¡°“√¥”‡π‘π°“√ CSR ¢ÕßÕߧ尓√ °≈à“«§◊Õ π—°∑√—欓°√¡πÿ…¬å®–μâÕßμ√–Àπ—°μàÕ ¿“槫“¡‡ªìπ®√‘ß

¢Õß∏ÿ√°‘®·≈–‰«μàÕ°“√‡ª≈’ˬπ·ª≈ߢÕß ¿“æ·«¥≈âÕ¡

Õ’°∑—È߬—ßμâÕß “¡“√∂√–∫ÿ‰¥â«à“ „§√§◊Õ°≈ÿࡺŸâ¡’ à«π

‰¥â‡ ’¬À≈—°¢ÕßÕߧ尓√ ·≈– “¡“√∂ àß¡Õ∫§ÿ≥§à“„Àâ

·°à°≈ÿࡧπ‡À≈à“π—Èπºà“π°‘®°√√¡°“√∫√‘À“√∑√—欓°√¡πÿ…¬å (Cascio, 2005; Ulrich & Brockbank, 2005; Ulrich et al., 2008, 2009; Wright & Snell, 2005)

°“√»÷°…“§√—Èßπ’È πÕ°®“°®–¡ÿàßμ√«® Õ∫§«“¡ —¡æ—π∏å

√–À«à“ߧ«“¡√Õ∫√ŸâμàÕ ¿“槫“¡‡ªìπ®√‘ߢÕß∏ÿ√°‘®°—∫

°“√μ√–Àπ—°„π·π«§‘¥§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡¢Õß π—°∑√—欓°√¡πÿ…¬å‰∑¬·≈â« ¬—ßμâÕß°“√μ√«® Õ∫

∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å‰∑¬„π°“√ ç àß¡Õ∫

§ÿ≥§à“é À√◊Õ§«“¡ “¡“√∂„π°“√μÕ∫ πÕßμàÕ§«“¡

μâÕß°“√¢Õß°≈ÿࡺŸâ¡’ à«π‰¥â‡ ’¬À≈—°¢ÕßÕߧ尓√„π 3 °≈ÿà¡ ‰¥â·°à (1) ≈Ÿ°§â“: π—°∑√—欓°√¡πÿ…¬å§«√

∑√“∫«à“ ≈Ÿ°§â“À√◊ÕºŸâ√—∫∫√‘°“√¢ÕßÕߧ尓√§◊Õ„§√

æ√âÕ¡∑—Èß¡’∫∑∫“∑„π°“√ √â“ß·≈–√—°…“§«“¡ —¡æ—π∏å°—∫

≈Ÿ°§â“¢ÕßÕߧ尓√ √«¡∂÷ß∫∑∫“∑„π°“√ª√—∫‡ª≈’ˬπ æƒμ‘°√√¡¢Õßæπ—°ß“πμ≈Õ¥®π√–∫∫ß“π∑’Ë “¡“√∂

 πÕßμÕ∫§«“¡μâÕß°“√¢Õß≈Ÿ°§â“ (2) ºŸâ∫√‘À“√·≈–

Õߧ尓√: π—°∑√—欓°√¡πÿ…¬å§«√¡’∫∑∫“∑„π°“√æ—≤π“

∑—°…– §«“¡√Ÿâ ·≈–¿“«–ºŸâπ”·°àºŸâ∫√‘À“√¢ÕßÕߧ尓√

°“√‡ªìπ∑’˪√÷°…“·≈–‡¢â“‰ª¡’ à«π√à«¡·°â‰¢ªí≠À“μà“ßÊ

„πÕߧ尓√ °“√∫√‘À“√æπ—°ß“𥓫‡¥àπ ·≈–°“√∑”

Àπâ“∑’ˇªìπºŸâª√– “π·≈–ºŸâπ”°“√‡ª≈’ˬπ·ª≈ß¿“¬„π Õߧ尓√ ·≈– (3) æπ—°ß“π: π—°∑√—欓°√¡πÿ…¬å æ÷ß¡’∫∑∫“∑„π°“√æ—≤π“∑—°…–·≈–§«“¡√Ÿâ·°àæπ—°ß“π

§à“μÕ∫·∑π  «— ¥‘°“√ ·≈–°“√‡¢â“∂÷ߢâÕ¡Ÿ≈ “√∑’Ë

‡À¡“– ¡·°àæπ—°ß“π °“√‡ªìπºŸâ√—°…“º≈ª√–‚¬™πå¢Õß æπ—°ß“π μ≈Õ¥®π°“√ √â“ߧ«“¡æ÷ßæÕ„®·°àæπ—°ß“π ºŸâ√—∫∫√‘°“√ ®“°¢â“ßμâπ®÷ß𔉪 Ÿà°“√μ—Èß ¡¡μ‘∞“π¥—ßμàÕ‰ªπ’È H 4: °“√μ√–Àπ—°μàÕ§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡

¢Õßπ—°∑√—欓°√¡πÿ…¬å¡’Õ‘∑∏‘æ≈‡™‘ß∫«°μàÕ°“√

μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢Õß≈Ÿ°§â“

H 5: °“√μ√–Àπ—°μàÕ§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡

¢Õßπ—°∑√—欓°√¡πÿ…¬å¡’Õ‘∑∏‘æ≈‡™‘ß∫«°μàÕ°“√

μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢ÕߺŸâ∫√‘À“√·≈–

Õߧ尓√

H 6: °“√μ√–Àπ—°μàÕ§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡

¢Õßπ—°∑√—欓°√¡πÿ…¬å¡’Õ‘∑∏‘æ≈‡™‘ß∫«°μàÕ

°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢Õßæπ—°ß“π H 7: °“√μ√–Àπ—°μàÕ§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡

¢Õßπ—°∑√—欓°√¡πÿ…¬å‡ªìπμ—«·ª√§—Ëπ°≈“ß (mediator) √–À«à“ߧ«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫‡∑§‚π‚≈¬’

§«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫‡»√…∞°‘®·≈–°ÆÀ¡“¬ ·≈–

§«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫§«“¡‡ª≈’ˬπ·ª≈ߢÕߪ√–™“°√

°—∫°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢Õß≈Ÿ°§â“

°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢ÕߺŸâ∫√‘À“√·≈–

Õߧ尓√ ·≈–°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢Õß æπ—°ß“π

«‘∏’°“√»÷°…“

°≈ÿà¡μ—«Õ¬à“ß·≈–°“√‡°Á∫¢âÕ¡Ÿ≈

°≈ÿà¡μ—«Õ¬à“ß„π°“√»÷°…“§√—Èßπ’È ‰¥â·°à π—°∑√—欓°√

¡πÿ…¬å∑’˪ؑ∫—μ‘ß“π„πÕߧ尓√¿“§√—∞ ¿“§‡Õ°™π ·≈–

¿“§√—∞«‘ “À°‘® ºŸâ«‘®—¬‡°Á∫μ—«Õ¬à“ß·∫∫‡®“–®ß (purposive sampling) °—∫°≈ÿà¡π—°∑√—欓°√¡πÿ…¬å∑’ˇªìππ—°»÷°…“

À≈—° Ÿμ√√—∞ª√–»“ π»“ μ√¡À“∫—≥±‘μ ¿“§æ‘‡»…

À≈—° Ÿμ√°“√®—¥°“√¿“§√—∞·≈–¿“§‡Õ°™π¡À“∫—≥±‘μ

¿“§æ‘‡»… ·≈–ºŸâ‡¢â“√—∫°“√Ωñ°Õ∫√¡À≈—° Ÿμ√°“√æ—≤π“

°“√®—¥°“√¢Õߧ≥–√—∞ª√–»“ π»“ μ√å  ∂“∫—π∫—≥±‘μ æ—≤π∫√‘À“√»“ μ√å ºŸâ‡¢â“√—∫°“√Ωñ°Õ∫√¡À≈—° Ÿμ√ HR professionals ¢Õß ”π—°ß“π§≥–°√√¡°“√¢â“√“™°“√

æ≈‡√◊Õπ (°.æ.) ·≈–„™â«‘∏’°“√‡°Á∫μ—«Õ¬à“ß·∫∫∫Õ≈À‘¡–

(snowball sampling) ‚¥¬„À⺟âμÕ∫·∫∫ Õ∫∂“¡

·π–π”∫ÿ§§≈∑’˪ؑ∫—μ‘ß“π„πΩÉ“¬∑√—欓°√¡πÿ…¬å·°àºŸâ«‘®—¬

ºŸâμÕ∫·∫∫ Õ∫∂“¡¡’®”π«π∑—Èß ‘Èπ 368 §π ·∫à߇ªìπ

¿“æ∑’Ë 1 ‚¡‡¥≈ ¡°“√‚§√ß √â“ß„π°“√»÷°…“§√—Èßπ’È

°≈ÿà¡μ—«Õ¬à“ß®“°¿“§√—∞√âÕ¬≈– 60 ¿“§‡Õ°™π√âÕ¬≈–

34 ·≈–¿“§√—∞«‘ “À°‘®√âÕ¬≈– 6 °≈ÿà¡μ—«Õ¬à“߇ªìπ

‡æ»™“¬√âÕ¬≈– 27 ‡æ»À≠‘ß√âÕ¬≈– 73 Õ“¬ÿ‚¥¬‡©≈’ˬ

‡∑à“°—∫ 44.50 ªï °≈ÿà¡μ—«Õ¬à“ß à«π„À≠à√âÕ¬≈– 41 ªØ‘∫—μ‘ß“π„πμ”·ÀπàߺŸâ∫√‘À“√¥â“π∑√—欓°√¡πÿ…¬å

√–¥—∫μâπ

‡§√◊ËÕß¡◊Õ∑’Ë„™â»÷°…“

°“√»÷°…“§√—Èßπ’È„™â«‘∏’°“√‡™‘ߪ√‘¡“≥ (quantitative method) ‚¥¬„™â·∫∫ Õ∫∂“¡ (questionnaire) ´÷Ëß æ—≤π“®“°°“√∑∫∑«π∑ƒ…Æ’·≈–·π«§‘¥∑’ˇ°’ˬ«¢âÕß

‡ªìπ‡§√◊ËÕß¡◊Õ„π°“√»÷°…“ ·∫∫ Õ∫∂“¡ª√–°Õ∫‰ª¥â«¬

2 μÕπ μÕπ∑’Ë 1 ‡°’ˬ«°—∫§ÿ≥≈—°…≥–∑—Ë«‰ª¢Õß°≈ÿà¡

μ—«Õ¬à“ß ‰¥â·°à  —ß°—¥∑’˪ؑ∫—μ‘ß“π ‡æ» √–¥—∫Õ“¬ÿ √–¥—∫

μ”·Àπàß μÕπ∑’Ë 2 ‡ªìπ·∫∫ Õ∫∂“¡§«“¡§‘¥‡ÀÁπ¢Õß π—°∑√—欓°√¡πÿ…¬å®”π«π 30 ¢âÕ „™â¡“μ√«—¥·∫∫≈‘‡§‘√å∑

5 ™à«ß§à“ (1 = ‰¡à‡ÀÁπ¥â«¬Õ¬à“߬‘Ëß, 5 = ‡ÀÁπ¥â«¬

‡ªìπÕ¬à“߬‘Ëß) ·∫àßÕÕ°‡ªìπ 7  à«π §◊Õ (1) §«“¡√Õ∫√Ÿâ

‡°’ˬ«°—∫‡∑§‚π‚≈¬’ ®”π«π 4 ¢âÕ (_α= .72) (2) §«“¡

√Õ∫√Ÿâ‡°’ˬ«°—∫‡»√…∞°‘®·≈–°ÆÀ¡“¬ ®”π«π 3 ¢âÕ (_α= .87) (3) §«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫§«“¡‡ª≈’ˬπ·ª≈ß

¢Õߪ√–™“°√ ®”π«π 3 ¢âÕ (_α = .77) (4) °“√

μ√–Àπ—°μàÕ§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡ ®”π«π 2 ¢âÕ (_α = .83) (5) ∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√

μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢Õß≈Ÿ°§â“ ®”π«π 4 ¢âÕ (_α= .74) (6) ∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√

μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢ÕߺŸâ∫√‘À“√·≈–Õߧ尓√

®”π«π 6 ¢âÕ (_α = .87) ·≈– (7) ∫∑∫“∑¢Õß π—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√

¢Õßæπ—°ß“π ®”π«π 8 ¢âÕ (_α = .90) Õπ÷Ëß ·∫∫ Õ∫∂“¡

¢â“ßμâπ‰¥â√—∫°“√μ√«® Õ∫§«“¡‡∑’Ë¬ß (reliability)

®“°°≈ÿà¡∑¥≈Õß®”π«π 30 §π æ∫«à“ §à“ Cronbachûs alpha ¡’§à“√–À«à“ß .72-.90 ‡ªìπ‰ªμ“¡§”·π–π”¢Õß Nunnally (1978) ∑’Ë√–∫ÿ«à“ ·∫∫«—¥∑’Ëæ—≤π“¢÷Èπ„À¡à (newly developed scales) §«√¡’§à“¥—™π’§«“¡ Õ¥§≈âÕß

¿“¬„πÀ√◊Õ§à“ Cronbachûs alpha ¡“°°«à“ .70

°“√μ√«® Õ∫ªí≠À“°“√∫‘¥‡∫◊Õπ„π°“√μÕ∫

(common method biases)

‡π◊ËÕß®“°°“√«‘®—¬§√—Èßπ’È°”Àπ¥„Àâ°≈ÿà¡μ—«Õ¬à“ß π—°∑√—欓°√¡πÿ…¬å‡ªìπ·À≈àߢâÕ¡Ÿ≈‡¥’¬«„π°“√μÕ∫

·∫∫ Õ∫∂“¡ (single-source self-reports) ´÷ËßÕ“®‡°‘¥

§«“¡∫‘¥‡∫◊ÕπÀ√◊Õ‡°‘¥§«“¡§≈“¥‡§≈◊ËÕπ¢Õß°“√«—¥‰¥â μ—«Õ¬à“߇™àπ °“√μÕ∫·∫∫ Õ∫∂“¡·∫∫Õ–≈ÿà¡Õ–À≈૬

(leniency bias) À√◊Õ°“√μÕ∫·∫∫ Õ∫∂“¡μ“¡

§«“¡π‘¬¡¢Õß —ߧ¡ (social desirability) (Podsakoff, MacKenzie, Lee, & Podsakoff, 2003; Podsakoff

& Organ, 1986) ‡æ◊ËÕμ√«® Õ∫ªí≠À“¥—ß°≈à“« ºŸâ«‘®—¬

‡≈◊Õ°„™â‡∑§π‘§ Harmanûs single-factor test ´÷Ë߇ªìπ

«‘∏’∑’ˉ¥â√—∫§«“¡π‘¬¡®“°π—°«‘®—¬¡“°∑’Ë ÿ¥ (Podsakoff et al., 2003) ‡∑§π‘§¥—ß°≈à“«°”Àπ¥„À⺟⫑®—¬π”

¢âÕ§”∂“¡∑—ÈßÀ¡¥¡“∑”°“√ °—¥Õߧåª√–°Õ∫ºà“π°“√

«‘‡§√“–ÀåÕߧåª√–°Õ∫‡™‘ß ”√«® (exploratory factor analysis: EFA) À“°°“√μÕ∫¡’°“√∫‘¥‡∫◊Õπ ®”π«π Õߧåª√–°Õ∫∑’Ë °—¥‰¥â‚¥¬‰¡à„™â«‘∏’°“√À¡ÿπ·°π (unrotated factor solution) ®–¡’‡æ’¬ß 1 Õߧåª√–°Õ∫‡∑à“π—Èπ (Podsakoff et al., 2003, p. 889)

ºŸâ«‘®—¬π”¢âÕ§”∂“¡∑—Èß 30 ¢âÕ (N = 368) ¡“

∑”°“√«‘‡§√“–ÀåÕߧåª√–°Õ∫‡™‘ß ”√«® º≈°“√ °—¥

Õߧåª√–°Õ∫‚¥¬‰¡à∑”°“√À¡ÿπ·°π æ∫«à“ Õߧåª√–°Õ∫

∑’Ë °—¥‰¥â¡’®”π«π 6 Õߧåª√–°Õ∫ ´÷Ëß¡’§à“ Eigenvalues  Ÿß°«à“ 1.00 Õߧåª√–°Õ∫∑—ÈßÀ¡¥ “¡“√∂Õ∏‘∫“¬

§«“¡·ª√ª√«π‰¥â√âÕ¬≈– 63.11 Õ’°∑—Èß Õߧåª√–°Õ∫

·√°¡’§à“§«“¡·ª√ª√«π‡æ’¬ß√âÕ¬≈– 39.76 ®“°

§«“¡·ª√ª√«π∑—ÈßÀ¡¥ º≈¢â“ßμâπ· ¥ß«à“ °“√«‘®—¬§√—Èßπ’È ª√“»®“°ªí≠À“°“√∫‘¥‡∫◊Õπ„π°“√μÕ∫·∫∫ Õ∫∂“¡

¢Õß°≈ÿà¡μ—«Õ¬à“ß

°“√«‘‡§√“–Àå¢âÕ¡Ÿ≈

‡∑§π‘§„π°“√«‘‡§√“–Àå¢âÕ¡Ÿ≈ ‰¥â·°à °“√«‘‡§√“–Àå

‚¡‡¥≈ ¡°“√‚§√ß √â“ß (structural equation modeling:

SEM) ‚¥¬„™â‚ª√·°√¡ AMOS 7.0 (Arbuckle, 2006)

·¡â«à“°“√«‘‡§√“–Àå‚¡‡¥≈ ¡°“√‚§√ß √â“ß®– “¡“√∂

«‘‡§√“–Àå∑—Èß‚¡‡¥≈°“√«—¥ (measurement model) ·≈–

‚¡‡¥≈‡™‘ß‚§√ß √â“ß (structural model) ‰¥âæ√âÕ¡°—π (Hair, Black, Babin, & Anderson, 2010) ·μà°√–π—Èπ ºŸâ«‘®—¬„™â·π«∑“ß Two-step approaches ¢Õß Anderson and Gerbing (1988) ∑’ˉ¥â·π–π”„Àâπ—°«‘®—¬∑¥ Õ∫

‚¡‡¥≈°“√«—¥°àÕπ‡ªìπÕ—π¥—∫·√° ‡æ◊ËÕμ√«® Õ∫§«“¡μ√ß (validity) ·≈–§«“¡‡∑’Ë¬ß (reliability) ¢Õß‚¡‡¥≈

°“√«—¥ ®“°π—Èπ®÷ߥ”‡π‘π°“√∑¥ Õ∫ ¡¡μ‘∞“πºà“π

‚¡‡¥≈‡™‘ß‚§√ß √â“ßμàÕ‰ª ∑—Èßπ’È ¥—™π’«—¥§«“¡ Õ¥§≈âÕß

°—∫¢âÕ¡Ÿ≈‡™‘ߪ√–®—°…å (goodness-of-fit indices)

„π°“√»÷°…“§√—Èßπ’È ‰¥â·°à §à“¥—™π’ Comparison Fit Index (CFI) ´÷Ëߧ«√¡’§à“¡“°°«à“ .95 (Hu & Bentler, 1999)

§à“¥—™π’ Tucker-Lewis Index (TLI) §«√¡’§à“¡“°°«à“

.90 (Tucker & Lewis, 1973) ·≈–§à“¥—™π’ Root Mean Square Error of Approximation (RMSEA)

§«√¡’§à“πâÕ¬°«à“ .60 (Hu & Bentler, 1999)

º≈°“√»÷°…“

°“√∑¥ Õ∫‚¡‡¥≈°“√«—¥

°“√∑¥ Õ∫§«“¡μ√߇™‘ß®”·π° (discriminant validity) ¢Õß·∫∫«—¥

ºŸâ«‘®—¬„™â°“√«‘‡§√“–ÀåÕߧåª√–°Õ∫‡™‘߬◊π¬—π (confirmatory factor analysis: CFA) ‡æ◊ËÕμ√«® Õ∫

§«“¡μ√ß·≈–§«“¡‡∑’ˬ߇™‘ß‚§√ß √â“ߢÕß·∫∫«—¥ ‚¥¬

‡√‘Ë¡®“°°“√æ—≤π“‚¡‡¥≈°“√«—¥®”π«π 5 ‚¡‡¥≈ μ“¡

·π«§‘¥ Reflective-indicator measurement model

∑’Ë°”Àπ¥„Àâμ—«™’È«—¥À√◊Õμ—«·ª√ —߇°μ‰¥â (observed/

manifest variables) („π∑’Ëπ’È §◊Õ ¢âÕ§”∂“¡) ‡ªìπμ—« –∑âÕπ (reflect) μ—«·ª√·Ωß (latent variables) (MacKenzie, Podsakoff, & Jarvis, 2005, p. 711) ¢—ÈπμÕπμàÕ¡“

ºŸâ«‘®—¬∑”°“√∑¥ Õ∫§«“¡®”‡æ“– (unique) ¢Õßμ—«·ª√

·Ωß∑’Ë„™â„π°“√»÷°…“∑—Èß 7 μ—«·ª√ ´÷Ë߉¥â·°à ‚¡‡¥≈∑’Ë 5

´÷Ë߇ªìπ‚¡‡¥≈«—¥ ¡¡μ‘∞“π (hypothesized model) ·≈–

∑”°“√‡ª√’¬∫‡∑’¬∫°—∫‚¡‡¥≈∑’Ë 1-4 ´÷Ë߇ªìπ‚¡‡¥≈∑“߇≈◊Õ°

(alternative/competing models) ∑’Ë¡’√Ÿª·∫∫°“√

√«¡μ—«°—π¢Õßμ—«·ª√·Ωß„π≈—°…≥–μà“ßÊ °—π‰ª ‡°≥±å

„π°“√∑¥ Õ∫®–æ‘®“√≥“®“°§à“§«“¡·μ°μà“ߢÕß

‰§ ·§«√å (^X2 difference: _Δ^X2) ·≈–§à“§«“¡·μ°μà“ß

¢ÕßÕß»“Õ‘ √– (_Δdf) À“°§à“ _Δ^X2 √–À«à“ß‚¡‡¥≈∑’Ë 5

°—∫‚¡‡¥≈∑“߇≈◊Õ°¡’π—¬ ”§—≠∑“ß ∂‘μ‘ · ¥ß«à“ ‚¡‡¥≈

∑—Èß Õß¡’§«“¡·μ°μà“ß°—π ®“°π—ÈπºŸâ«‘®—¬μâÕßæ‘®“√≥“

§à“¥—™π’«—¥§«“¡ Õ¥§≈âÕߢÕß‚¡‡¥≈ ‡æ◊ËÕ‡≈◊Õ°‚¡‡¥≈∑’Ë

¡’§«“¡ Õ¥§≈âÕß°—∫¢âÕ¡Ÿ≈‡™‘ߪ√–®—°…å∑’Ë¥’∑’Ë ÿ¥ (Bagozzi

& Yi, 1988, pp. 77-78)

À¡“¬‡Àμÿ: N = 368. CI = confidence interval. * p < .05. ** p < .01. *** p < .001.

a ‚¡‡¥≈ 1: ‚¡‡¥≈ 1 Õߧåª√–°Õ∫ °”Àπ¥„Àâ¢âÕ§”∂“¡∑—Èß 30 ¢âÕ √«¡Õ¬Ÿà„πÕߧåª√–°Õ∫‡¥’¬«

b ‚¡‡¥≈ 2: ‚¡‡¥≈ 2 Õߧåª√–°Õ∫ ‰¥â·°à Õߧåª√–°Õ∫∑’Ë 1 ª√–°Õ∫¥â«¬μ—«·ª√ (1) §«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫‡∑§‚π‚≈¬’ (2) §«“¡

√Õ∫√Ÿâ‡°’ˬ«°—∫‡»√…∞°‘®·≈–°ÆÀ¡“¬ ·≈– (3) §«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫§«“¡‡ª≈’ˬπ·ª≈ߢÕߪ√–™“°√ Õߧåª√–°Õ∫∑’Ë 2 ª√–°Õ∫¥â«¬μ—«·ª√

(1) °“√μ√–Àπ—°μàÕ§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡ (2) ∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢Õß≈Ÿ°§â“ (3) ∫∑∫“∑

¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢ÕߺŸâ∫√‘À“√·≈–Õߧ尓√ ·≈– (4) ∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫

 πÕßμàÕ§«“¡μâÕß°“√¢Õßæπ—°ß“π

c ‚¡‡¥≈ 3: ‚¡‡¥≈ 2 Õߧåª√–°Õ∫ ‰¥â·°à Õߧåª√–°Õ∫∑’Ë 1 ª√–°Õ∫¥â«¬μ—«·ª√ (1) §«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫‡∑§‚π‚≈¬’ (2) §«“¡

√Õ∫√Ÿâ‡°’ˬ«°—∫‡»√…∞°‘®·≈–°ÆÀ¡“¬ (3) §«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫§«“¡‡ª≈’ˬπ·ª≈ߢÕߪ√–™“°√ ·≈– (4) °“√μ√–Àπ—°μàÕ§«“¡√—∫º‘¥™Õ∫

μàÕ —ߧ¡Õߧåª√–°Õ∫∑’Ë 2ª√–°Õ∫¥â«¬μ—«·ª√ (1) ∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢Õß≈Ÿ°§â“ (2) ∫∑∫“∑

¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢ÕߺŸâ∫√‘À“√·≈–Õߧ尓√ ·≈– (3) ∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫

 πÕßμàÕ§«“¡μâÕß°“√¢Õßæπ—°ß“π

d ‚¡‡¥≈ 4: ‚¡‡¥≈ 3 Õߧåª√–°Õ∫ ‰¥â·°à Õߧåª√–°Õ∫∑’Ë 1 ª√–°Õ∫¥â«¬μ—«·ª√ (1) §«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫‡∑§‚π‚≈¬’ (2) §«“¡

√Õ∫√Ÿâ‡°’ˬ«°—∫‡»√…∞°‘®·≈–°ÆÀ¡“¬ ·≈– (3) §«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫§«“¡‡ª≈’ˬπ·ª≈ߢÕߪ√–™“°√ Õߧåª√–°Õ∫∑’Ë 2 ª√–°Õ∫¥â«¬μ—«·ª√

(1) °“√μ√–Àπ—°μàÕ§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡ Õߧåª√–°Õ∫∑’Ë 3 ª√–°Õ∫¥â«¬μ—«·ª√ (1) ∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫

 πÕßμàÕ§«“¡μâÕß°“√¢Õß≈Ÿ°§â“ (2) ∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢ÕߺŸâ∫√‘À“√·≈–Õߧ尓√ ·≈– (3)

∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢Õßæπ—°ß“π

e ‚¡‡¥≈ 5: ‚¡‡¥≈ 7 Õߧåª√–°Õ∫ ‰¥â·°à Õߧåª√–°Õ∫∑’Ë 1 μ—«·ª√§«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫‡∑§‚π‚≈¬’ Õߧåª√–°Õ∫∑’Ë 2 μ—«·ª√

§«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫‡»√…∞°‘®·≈–°ÆÀ¡“¬ Õߧåª√–°Õ∫∑’Ë 3 μ—«·ª√§«“¡√Õ∫√Ÿâ‡°’ˬ«°—∫§«“¡‡ª≈’ˬπ·ª≈ߢÕߪ√–™“°√ Õߧåª√–°Õ∫∑’Ë 4 μ—«·ª√°“√μ√–Àπ—°μàÕ§«“¡√—∫º‘¥™Õ∫μàÕ —ߧ¡ Õߧåª√–°Õ∫∑’Ë 5 μ—«·ª√∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫ πÕßμàÕ§«“¡

μâÕß°“√¢Õß≈Ÿ°§â“ Õߧåª√–°Õ∫∑’Ë 6 μ—«·ª√∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢ÕߺŸâ∫√‘À“√·≈–Õߧ尓√

·≈–Õߧåª√–°Õ∫∑’Ë 7 μ—«·ª√∫∑∫“∑¢Õßπ—°∑√—欓°√¡πÿ…¬å„π°“√μÕ∫ πÕßμàÕ§«“¡μâÕß°“√¢Õßæπ—°ß“π

μ“√“ß∑’Ë 1 °“√«‘‡§√“–ÀåÕߧåª√–°Õ∫‡™‘߬◊π¬—π‚¡‡¥≈°“√«—¥

º≈°“√«‘‡§√“–ÀåÕߧåª√–°Õ∫‡™‘߬◊π¬—π¥—ßμ“√“ß∑’Ë 1

√“¬ß“π«à“ ‚¡‡¥≈°“√«—¥ ¡¡μ‘∞“π 7 Õߧåª√–°Õ∫ (‚¡‡¥≈

∑’Ë 5) ¡’§«“¡ Õ¥§≈âÕß°—∫¢âÕ¡Ÿ≈‡™‘ߪ√–®—°…å·≈–

§à“¥—™π’™’È«—¥Õ¬Ÿà„π‡°≥±å¥’ (^X2 (338, N = 368) = 367.95, ns, CFI = .99, TLI = .99, RMSEA = .02)  à«π‚¡‡¥≈∑’Ë 4 æ∫«à“ §à“^X2 ¡’π—¬ ”§—≠∑“ß ∂‘μ‘ ≥ √–¥—∫

.01 (^X2 (338, N = 368) = 409.72, p < .01, CFI = .99, TLI = .98, RMSEA = .02) · ¥ß«à“‚¡‡¥≈

¥—ß°≈à“«‰¡à Õ¥§≈âÕß°—∫¢âÕ¡Ÿ≈‡™‘ߪ√–®—°…å ·≈–‡¡◊ËÕ

‡ª√’¬∫‡∑’¬∫‚¡‡¥≈∑’Ë 5 °—∫‚¡‡¥≈∑’Ë 4 æ∫«à“ §à“ _Δ^X2

‰¡à¡’π—¬ ”§—≠∑“ß ∂‘μ‘ ¥—ßπ—Èπ ®÷ß √ÿª‰¥â«à“ ‚¡‡¥≈∑’Ë 5

¡’§«“¡‡À¡“– ¡¡“°°«à“‚¡‡¥≈∑’Ë 4

°“√‡ª√’¬∫‡∑’¬∫‚¡‡¥≈∑’Ë 5 °—∫‚¡‡¥≈∑’Ë 3 æ∫«à“

§à“ _Δ^X2 ¡’π—¬ ”§—≠∑“ß ∂‘μ‘ ≥ √–¥—∫ .001 (_Δ^X2 (6, N = 368) = 27.82, p < .001) · ¥ß«à“ ‚¡‡¥≈

∑—Èß Õß¡’§«“¡·μ°μà“ß°—π Õ¬à“߉√°Áμ“¡ ºŸâ«‘®—¬æ∫«à“

‚¡‡¥≈∑’Ë 3 §à“ ^X2 ¡’π—¬ ”§—≠∑“ß ∂‘μ‘ ≥ √–¥—∫ .01 (^X2 (332, N = 368) = 395.77, p < .01, CFI = .99, TLI = .99, RMSEA = .02) · ¥ß«à“ ‚¡‡¥≈¥—ß°≈à“«

‰¡à Õ¥§≈âÕß°—∫¢âÕ¡Ÿ≈‡™‘ߪ√–®—°…å ¥—ßπ—Èπ ‚¡‡¥≈∑’Ë 5

®÷ß¡’§«“¡‡À¡“– ¡¡“°°«à“‚¡‡¥≈∑’Ë 3

°“√‡ª√’¬∫‡∑’¬∫‚¡‡¥≈∑’Ë 5 °—∫‚¡‡¥≈∑’Ë 2 ´÷Ëß

°”Àπ¥®”π«πÕߧåª√–°Õ∫‰«â∑’Ë 2 Õߧåª√–°Õ∫ æ∫«à“

§à“ _Δ^X2 ¡’π—¬ ”§—≠∑“ß ∂‘μ‘ ≥ √–¥—∫ .001 (_Δ^X2 (6, N = 368) = 23.67, p < .001) · ¥ß«à“‚¡‡¥≈∑’Ë 5

°—∫‚¡‡¥≈∑’Ë 2 ¡’§«“¡·μ°μà“ß°—π Õ¬à“߉√°Áμ“¡ §à“ ^X2

¢Õß‚¡‡¥≈∑’Ë 2 ¡’π—¬ ”§—≠∑“ß ∂‘μ‘ ≥ √–¥—∫ .05 (^X2 (332, N = 368) = 391.62, p < .05, CFI = .99, TLI = .99, RMSEA = .02) ∫àß™’È«à“ ‚¡‡¥≈¥—ß°≈à“«

‰¡à Õ¥§≈âÕß°—∫¢âÕ¡Ÿ≈‡™‘ߪ√–®—°…å ¥—ßπ—Èπ ®÷ß∂◊Õ«à“ ‚¡‡¥≈

∑’Ë 5 ¡’§«“¡‡À¡“– ¡¡“°°«à“‚¡‡¥≈∑’Ë 2

 ÿ¥∑⓬ °“√‡ª√’¬∫‡∑’¬∫‚¡‡¥≈∑’Ë 5 °—∫‚¡‡¥≈∑’Ë 1

´÷Ëß°”Àπ¥„Àâ¢âÕ§”∂“¡∑—Èß 30 ¢âÕ√«¡Õ¬Ÿà„πÕߧåª√–°Õ∫

‡¥’¬« æ∫«à“ §à“_Δ^X2 ¡’π—¬ ”§—≠∑“ß ∂‘μ‘ ≥ √–¥—∫ .001 (_Δ^X2 (2, N = 368) = 81.90, p < .001) · ¥ß«à“

‚¡‡¥≈∑—Èß 2 ¡’§«“¡·μ°μà“ß°—π ·≈–‡¡◊ËÕ‡ª√’¬∫‡∑’¬∫

§à“¥—™π’«—¥§«“¡ Õ¥§≈âÕß°—∫¢âÕ¡Ÿ≈‡™‘ߪ√–®—°…å æ∫«à“

‚¡‡¥≈∑’Ë 1 §à“ ^X2 ¡’π—¬ ”§—≠∑“ß ∂‘μ‘ ≥ √–¥—∫ .001 ((2 (336, N = 368) = 449.85, p < .001, CFI = .98, TLI = .97, RMSEA = .03) · ¥ß«à“ ‚¡‡¥≈¥—ß°≈à“«

‰¡à Õ¥§≈âÕß°—∫¢âÕ¡Ÿ≈‡™‘ߪ√–®—°…å ¥—ßπ—Èπ ‚¡‡¥≈∑’Ë 5

®÷ß¡’§«“¡‡À¡“– ¡¡“°°«à“‚¡‡¥≈∑’Ë 1

°≈à“«‚¥¬ √ÿª °“√∑’˺Ÿâ«‘®—¬·∫àßμ—«·ª√·Ωß∑’Ë„™â„π

°“√»÷°…“§√—Èßπ’ÈÕÕ°‡ªìπ 7 μ—«·ª√¥—ß‚¡‡¥≈∑’Ë 5 æ∫«à“

‚¡‡¥≈¥—ß°≈à“«¡’§«“¡ Õ¥§≈âÕß°—∫¢âÕ¡Ÿ≈‡™‘ߪ√–®—°…å

¥’∑’Ë ÿ¥ ‡¡◊ËÕ‡ª√’¬∫‡∑’¬∫°—∫‚¡‡¥≈∑“߇≈◊Õ°Õ◊ËπÊ ¥—ßπ—Èπ

®÷ß √ÿª‰¥â«à“ μ—«·ª√·Ωß∑—Èß 7 μ—«·ª√π’È¡’§«“¡®”‡æ“–

‡®“–®ß·≈–¡’Õ”π“®‡™‘ß®”·π°√–À«à“ß°—π

°“√∑¥ Õ∫§«“¡μ√߇™‘߇À¡◊Õπ (convergent validity)

°“√μ√«® Õ∫§«“¡μ√߇™‘߇À¡◊Õπ À¡“¬∂÷ß

°“√μ√«® Õ∫«à“ ¢âÕ§”∂“¡∑’Ë„™â (À√◊Õμ—«·ª√ —߇°μ‰¥â)

‡ªìπμ—«·∑π∑’Ë¥’„π°“√«—¥μ—«·ª√·ΩßÀ√◊Õ‰¡à (Hair et al., 2010) §à“¥—™π’∑’Ë„™âæ‘®“√≥“ª√–°Õ∫¥â«¬ (1) §à“πÈ”Àπ—°

Õߧåª√–°Õ∫¡“μ√∞“π (standardized factor loadings:

λ) °≈à“«§◊Õ §à“πÈ”Àπ—°Õߧåª√–°Õ∫¢ÕߢâÕ§”∂“¡

„π·μà≈–μ—«·ª√·Ωß §«√¡’§à“ Ÿß°«à“ .50 (Bagozzi &

Yi, 1988; Hair et al., 2010) (2) §à“‡©≈’ˬ§«“¡

·ª√ª√«π∑’Ë °—¥‰¥â (average variance extracted: AVE)

§«√¡’§à“ Ÿß°«à“ .50 (Fornell & Larcker, 1981;

Hair et al., 2010) ·≈– (3) °“√§”π«≥§à“§«“¡‡∑’ˬß

‡™‘ß‚§√ß √â“ß (construct reliability: CR) À¡“¬∂÷ß

√–¥—∫§«“¡ Õ¥§≈âÕß¿“¬„π√–À«à“ßμ—«·ª√ —߇°μ‰¥â

∑’Ë»÷°…“ ´÷Ëߧ«√¡’§à“¡“°°«à“ .70 (Hair et al. 2010)