在市場上，有許多企業龍頭致力於企業社會責任(CSR)的實踐。儘管愈來愈多的企業參與企業社會責任的活動，但企業社會責任的成效仍然有待考究，特別是處於危機時期的公司。先前的研究已經探討了公司內部的因素，但它們卻未曾以消費者的觀點進行研究，其中，在消費者內部的重要因素，就是消費者抱持懷疑態度的性格。為了填補這個缺口，本研究進行了三個實驗，探討消費者抱持懷疑態度的程度(高/低)，會干擾名譽受損公司進行企業社會責任的成效。本研究結果指出，對於抱持高懷疑態度的消費者，如同先前研究所說，會使他們感知企業社會責任提供較低的保障；而對於抱持低懷疑態度的消費者，則會使他們感知企業社會責任提供了較高的保障，使得企業進行企業社會責任是值得的。本研究考慮了消費者的固有人格特質，帶來了管理上的見解，特別是對處於危機時期的公司

Corporate social responsibility (CSR) engagements have been a recent fashion in market leading companies. Despite the increasing number of companies involved in CSR activities, however the effectiveness of CSR is still ambiguous, particularly in saving companies from crises period. Prior works have examined internal-company factors, but it is lack of an important factor from consumers’ internal side, such as consumers’ skeptical trait. To fill this gap, current research explores consumers’ skeptical personalities in three experiments, which proved that this factor determines the effectiveness of CSR in disreputable companies. Current findings demonstrate that CSR may offer less blanket insurance than assumed in previous research in highly skeptic consumers’ eyes, while it remains worthwhile in less skeptic consumers. By considering consumers’ inherent personality traits, the results bring new insights managerially, particularly for companies in crises period.

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