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研究生:陳柏安
研究生(外文):CHEN,PO-AN
論文名稱:論企業社會責任對購買意願的影響—以企業形象、知覺風險和信任為中介變量
論文名稱(外文):Influence of CSR on Purchase Intention:Moderating of Corporate Image、Perceived Risk and Trust
指導教授:溫福星溫福星引用關係
指導教授(外文):WEN,FUR-HSING
口試委員:蔡政安廖明坤
口試委員(外文):TSAI,CHENG-ANLIAO,MING-KUNG
口試日期:2017-06-03
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:99
中文關鍵詞:企業社會責任網路購物企業形象知覺風險信任購買意願
外文關鍵詞:CSROnline ShoppingCorporate imagesPerceived riskConsumer trustPurchase intention
相關次數:
  • 被引用被引用:30
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  • 下載下載:604
  • 收藏至我的研究室書目清單書目收藏:3
本研究旨在探討在網路購物行業中,消費者對企業社會責任的認知對其購買意願的影響,並以知覺風險、企業形象和信任做中介變量進一步檢測企業社會責任與購買意願的關係。
本研究以一般消费者为研究对象,共發出235份問卷,通過問卷調查法,經過SEM分析、中介分析后,獲得以下結論:
1. 消費者對網路購物企業善盡社會責任的知覺可以以企業形象為中介對消費者購買意願產生正向影響。
2. 消費者對網路購物企業善盡社會責任的知覺可以以對企業的信任程度為中介對消費者購買意願產生正向影響。
3. 消費者對網路購物企業的信任程度可以對其網路購物的知覺風險產生負面影響。
4. 消費者對網路購物企業善盡社會責任的知覺可以對其網路購物的知覺風險產生負面影響。
根據研究結果,本研究建議:網路購物企業應積極參與并宣傳社會責任;網路購物企業可將企業社會責任與企業形象相結合;網路購物企業應保持消費者可信任的產品及服務品質。

This research explores how the consumers’ awareness of corporate social responsibility (CSR) activities of Online Shopping Firms can affect consumers’ purchase intention. It investigates the effects of CSR on corporate images, perceived risk and consumer trust; the effects of corporate images, perceived risk and consumer trust on purchase intention; and the mediating effects of corporate images, perceived risk and consumer trust on the relationship between CSR and consumer purchase intention.
The sample of this study is focus on consumers in Taiwan. After the questionnaire survey, SEM analysis and mediate analysis, the results are as follows:
1. Consumers’ awareness of CSR activities of Online Shopping Firms can enhance the purchase intention.
2. Corporate images and consumer trust can mediate the relationship between CSR and purchase intention.
3. Consumers’ trust of Online Shopping Firms can reduce the perceived risk.
4. Consumers’ awareness of CSR activities of Online Shopping Firms can reduce the perceived risk
Based on these findings, the recommendations proposed are as follows: Online Shopping Firms should take active part in and promote their social responsibilities; Online Shopping Firms should combine their CSR with their corporate images; Online Shopping Firms should ensure trustworthy product and service quality are maintained.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 5
第三節 研究流程圖 6
第二章 文獻探討 8
第一節 企業社會责任 8
第二節 網路購物 17
第三節 企業形象 22
第四節 知覺風險 31
第五節 信任 39
第六節 購買意願 47
第三章 研究方法 51
第一節 研究架構 51
第二節 構面間關係及假設 54
第三節 題目設計 62
第四節 研究設計 70
第五節 分析工具與分析流程 71
第四章 研究分析 73
第一節 敘述性統計 73
第二節 驗證性因素分析 78
第三節 信度分析 83
第四節 假設檢驗 84
第五章 結論與建議 92
第一節 研究結論 92
第二節 實務建議 96
第三節 研究限制與未來研究建議 98
參考文獻 100
附录一:調查問卷 127
附錄二:題目間相關係數表 137

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