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研究生:楊時証
研究生(外文):Yang,Shih-Cheng
論文名稱:企業社會責任認知對消費者購買意願影響之實證研究
論文名稱(外文):An Empirical Study of the Effects between Corporate Social Responsibility Perceived and Consumers’ Purchase Intentions
指導教授:周聰佑周聰佑引用關係朱曉萍朱曉萍引用關係
指導教授(外文):Tsung-Yu, ChouHsiao-Ping, Chu
學位類別:碩士
校院名稱:嶺東科技大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:122
中文關鍵詞:企業社會責任認知企業形象顧客價值購買意願
外文關鍵詞:Corporate Social Responsibility PerceivedCorporate ImageCustomer ValuePurchase Intension
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隨著全球經濟快速發展與生活型態的改變,台灣亦隨同世界主流的脈動。歐美國家自1980年開始,首先發現勞資關係等社會議題對企業營運具有極大的影響,並逐漸發覺到企業在追求利潤的同時,仍須善盡在社會上的行為責任。此後即開始提倡落實社會責任之重要性,並在國際化的運籌下,逐步演進為全球一股新興潮流。近年來台灣社會已開始重視此議題並深入研究。有鑑於此,本研究針對企業社會責任議題深入探討,瞭解企業落實社會責任是否可強化顧客購買意願。

本研究針對大台中地區欲購買汽車者,以及欲購買電腦者進行便利抽樣問卷調查,分別發放330份問卷,共計660份,有效回收汽車業問卷298份,有效回收電腦業問卷300份,共計598份,總回收率達90.6%。對於回收之資料,本研究利用各項統計方法進行分析,包括信度與效度分析、因素分析、t檢定、單因子變異數分析與
迴歸分析,經由實證分析結果。本研究在裕隆汽車企業社會責任認知對消費者購買意願影響之實證研究,與宏碁電腦企業社會責任認知對消費者購買意願影響之實證研究,兩種產業之研究假設全數獲得支持成立,皆呈現顯著正向關係。經本研究發現,企業在履行社會責任後,消費者對企業之形象與顧客價值感受確實具有顯著的正向影響,更藉此提昇了消費者購買意願。因此,企業若能將社會責任相關活動結合企業核心能力列入營運策略中,並善加運用企業核心優勢履行社會責任,除能達到持續關懷社會與環境保護的意義,更能同時降低企業營運與行銷成本,藉此提高企業競爭優勢,創造社會與企業雙贏之局面。
With the rapid developing of global economics and changing of lifestyles, the economics in Taiwan is also growing vigorously. At the same time, education level is increasing and improving rapidly. In western countries, social issues, such as relations between labor and capital, had great influence on business operation in the beginning of 1980. Besides seeking for business profits, corporations had social responsibilities, and the importance of social responsibility had been promoted to be a new global tendency due to the influence of internationalization. The issues of corporate social responsibility perceived have also been emphasized and discussed recently in Taiwan; consequently, corporate social responsibility perceived has been discussed in the study in order to realize whether corporate social responsibility perceived influences consumers’ purchase intentions.
The targets of the study were from those who intended to purchase vehicles and computers in Taichung area; 660 questionnaires were equally divided for each group. Of the valid questionnaires, 298 ones were collected from vehicle group, and 300 ones were from computer group. 598 questionnaires were completely responded with a 90.6% of return rate, and the data were analyzed by following methods, such as consistence analysis, validity analysis, factor analysis, t-test, ANOVA and regression analysis. Based on empirical analysis, both Yulon Motors and Acer Inc.’s corporate social responsibility perceived and consumers’ purchase intentions showed that all hypotheses were verified, and had positive influence relation. From the research findings, consumers had positive influence toward business image and consumer value, and eventually increased purchase intentions. As a result, the related activities concerning corporate social responsibility perceived should be held and business core competence should be combined in business strategies. Applying the advantages of business core competence to carry out corporate social responsibility, business could reach the meanings of sustainable society concern and environment protection, and also lower costs of business operation and marketing, so as to increase business competing advantages and achieve the win-win situation for society and business.
目錄
中文摘要 I
英文摘要 II
誌謝 III
目錄 IV
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 4
第三節 研究範圍與對象 4
第四節 研究流程 5
第二章 文獻回顧 7
第一節 企業社會責任認知 7
壹、企業社會責任認知定義 7
貳、企業社會責任認知衡量構面 8
第二節 企業形象 12
壹、企業形象之定義 12
貳、企業形象之衡量構面 14
第三節 顧客價值 18
壹、顧客價值之定義 18
貳、顧客價值之衡量構面 20
第四節 消費者購買意願 24
壹、購買意願之定義 24
貳、購買意願之衡量 26
第六節 研究變數間之相關研究 27
壹、企業社會責任認知與企業形象間之關係 27
貳、企業社會責任認知與顧客價值之關係 28
參、企業形象與顧客價值之關係 29
肆、企業形象與消費者購買意願之關係 30
伍、顧客價值與消費者購買意願之關係 31
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假設 34
第三節 研究變項操作型定義與衡量 34
壹、企業社會責任認知 34
貳、企業形象 35
叁、顧客價值 35
肆、消費者購買意願 36
第四節 問卷設計 36
壹、消費者企業社會責任認知程度 36
貳、企業社會責任認知、企業形象、顧客價值及消費購買意願之量表 37
第五節 抽樣設計 40
壹、界定母體 40
貳、選擇抽樣方法 40
叁、決定樣本大小 40
肆、蒐集樣本資料 41
第六節 統計分析方法 41
壹、敘述性統計分析 41
貳、信度與效度分析 41
叁、因素分析 42
肆、變異數分析 43
伍、迴歸分析 44
第四章 資料分析 45
第一節 樣本結構分析 45
壹、裕隆汽車基本敘述量統計分析 45
貳、宏碁電腦基本敘述量統計分析 50
第二節 研究結果分析 55
壹、裕隆汽車之研究變數統計分析 55
叁、裕隆汽車不同背景統計變項分析 64
肆、研究變數之迴歸分析 69
伍、宏碁電腦之研究變數統計分析 73
陸、宏碁電腦不同背景統計變項分析 82
柒、宏碁電腦研究變項之迴歸分析 87
第三節 小結 91
第五章 結論與建議 93
第一節 研究結論 93
壹、消費者對企業社會責任之瞭解程度 93
貳、企業社會責任認知對企業形象具有顯著正向關係 93
叄、企業社會責任認知對顧客價值具有顯著正向關係 94
肆、企業形象對顧客價值具有顯著正向關係 94
伍、企業形象對購買意願具有顯著正向關係 95
陸、顧客價值對購買意願具有顯著正向關係 95
柒、企業形象為企業社會責任認知與購買意願之間具有中介效果關係 95
捌、顧客價值對企業社會責任認知與購買意願之間具有中介效果關係 96

第二節 建議 96
壹、汽車業與電腦業者可藉由落實「企業社會責任」塑造優質的企業形象,
提昇消費者購買意願 96
貳、汽車業與電腦業者可藉由落實「企業社會責任」增進顧客價值,提升消費者購買意 97
叁、汽車業與電腦業應將企業社會責任列入企業經營理念 97
第三節 後續研究之建議 97
壹、可進一步探討不同涉入程度變數之影響性 97
貳、可將企業社會責任之議題擴展至其他產業 98
參考文獻 99
一、中文部份 99
二、英文部份 101
附錄-研究問卷 108
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