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研究生:甘志展
研究生(外文):Chih-Chan Kan
論文名稱:連鎖餐廳社會責任之執行對消費意願的影響
論文名稱(外文):The effect of chain restaurant executed social responsibility on consumer’s purchase intention
指導教授:李明聰李明聰引用關係
指導教授(外文):Ming-Tsung Lee
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:觀光與餐旅管理研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:122
中文關鍵詞:企業社會責任價值觀生活型態連鎖餐廳
外文關鍵詞:Corporate social responsibilityValueLifestyleChain restaurant
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近來餐飲產業面臨諸多問題,諸如餐飲生產品質低落、產品穩定性差等,此均造成消費者權益受損。傳統經濟模式認為企業應追求最大利潤,然而社會大眾對企業的期許與外在環境的變遷,使得企業不能再以舊有之觀念為經營指導原則,而應接受企業社會責任模式的觀點,追求合理利潤並善盡社會責任。雖說在企業營運過程中企業對於社會責任之規劃與執行為主導者,但消費者在企業經營過程中亦為主要參與者,若於社會責任概念上僅對企業內部有所探究,而將消費者之看法排除在外,對於瞭解企業社會責任之整體情況實有所缺失,故本研究之目的即在於針對消費者所重視之社會責任項目進行探討,並探究消費者對連鎖餐廳施行社會責任之態度、生活型態、價值觀對於連鎖餐廳贊助各項公益活動之消費意願是否有所影響。研究以量化問卷對消費者進行調查,研究設計共分兩部份,首先針對消費者對連鎖餐廳施行社會責任之態度、生活型態變數與價值觀變數進行因素分析,後以各因素特性為基準來測量消費者對於連鎖餐廳贊助各項公益活動之消費意願;第二部份則將消費者進行集群分析,將消費者區分為不同集群進而探討各集群之消費意願。
研究結果發現消費者社之會責任態度、個人生活型態與價值觀對於連鎖餐廳贊助各項公益活動之消費意願均有正向之相關。而迴歸分析顯示不同之態度、生活型態與價值觀對連鎖餐廳贊助各項活動消費意願有所影響。集群分析則將消費者依價值觀區分為三大集群,分別為「樂活公益關注」、「自我利益提昇」與「低度公益關懷」集群,各集群對於連鎖餐廳贊助各項公益活動皆有不同之消費意願。
In recent years, with the rapid economic growth in the Taiwan Region and increase in quality of living of the people, eating out has became a regular habits in everyday. But there are many problems to the food and beverage industry recently, such as the low quality of the food and beverage produce, poorly products stability.The study present a research model for consumers examines the roles of corporate social responsibility attitude, personal value and lifestyle in linking Corporate philanthropy activities with purchase intention.
The result shown that had positive relation between consumer’s attitude to corporate social responsibility, personal value, lifestyle and purchase intention. The regression analysis shown that consumer’s attitude to corporate social responsibility, value and lifestyle had effect on purchase intention. Finally, the consumers were divided into three clusters and labeled “Active philanthrope”, “Non-philanthrope” and “Self-enhancement”. Respondents on the cluster “active philanthrope” tended to highest purchase intention when the chain restaurant supporting minority group. Respondents on the cluster “Self-enhancement” and “Non-philanthrope” tended to highest purchase intention when the chain restaurant supporting environmental protection.
Keywords: Corporate social responsibility, Value, Lifestyle, Chain restaurant.
摘要 I
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
一、緒論 1
1.1研究背景與動機 1
1.2研究目的 4
二、文獻回顧 6
2.1連鎖餐飲 6
2.1.1連鎖餐飲業之現況與趨勢 6
2.1.2連鎖加盟體系之定義與型態 7
2.1.3國內之連鎖餐飲業 9
2.2企業社會責任 10
2.2.1企業社會責任之定義 11
2.2.2企業社會責任之範圍 14
2.2.3企業社會責任之慈善公益作為與消費者行為之關係 23
2.3生活型態 28
2.3.1生活型態的定義 28
2.3.2生活型態的衡量方法 29
2.3.3生活型態與消費者行為之關係 31
2.4價值觀 33
2.4.1價值觀的定義 33
2.4.2價值觀的衡量 34
2.4.3價值觀與倫理消費者行為之關係 38
2.5社會責任之態度、個人價值觀、生活型態與消費意願之關聯 40
三、研究設計及實施 42
3.2研究假設 42
3.3問卷設計 43
3.3.1消費者社會經濟背景資料與外食消費特徵 43
3.3.2連鎖餐廳消費者之生活型態量表 44
3.3.3連鎖餐廳消費者之價值觀量表 46
3.3.4消費者對連鎖餐廳實行社會責任之態度量表 48
3.3.5消費者對連鎖餐廳贊助各項社會公益議題之消費意願 51
3.4 研究對象、範圍與資料蒐集 52
3.4.1預試發放 53
3.4.2研究對象與範圍 58
3.4.3資料蒐集與處理 58
四、研究結果及分析 61
4.1樣本特性分析 61
4.2消費者之社會經濟背景與消費特徵對於消費意願差異性分析 62
4.3 社會責任態度、生活型態與價值觀之因素分析 68
4.3.1社會責任態度因素分析 68
4.3.2個人生活型態因素分析 72
4.3.3個人價值觀因素分析 74
4.3.4 社會責任態度、個人生活型態與價值觀之因素描述性統計 76
4.4消費者社會責任態度、價值觀與生活型態對消費意願之相關與影響程度 79
4.4.1消費者社會責任態度、價值觀與生活型態對於消費意願之相關分析 80
4.4.2消費者社會責任態度、價值觀與生活型態對於消費意願之迴歸分析 82
4.5集群分析 90
4.5.1 集群命名 90
4.6 各集群之連鎖餐廳消費者社會經濟背景與消費特徵差異性分析 91
4.7 各集群對於連鎖餐廳贊助各項公益活動之消費意願 99
五、結論與建議 102
5.1 研究結論 102
5.2研究限制 106
5.3研究建議 107
5.3.1 對連鎖餐廳業者之建議 107
5.3.2 對後續研究之建議 110
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