臺灣博碩士論文加值系統

摘要
民以食為天，隨著社會經濟結構的改變，消費者對餐飲的需求也越趨講究，但近幾年社會上出現的食品安全問題層出不窮，使得消費者對食品安全逐漸失去了信任，也多少對餐飲業者造成了衝擊。在這消費者意識抬頭的時代，餐飲業者想要永續發展，在經營上定要兼顧起社會責任，近年隨著環保與道德意識的高漲，企業社會責任的概念日漸受國際間所重視，但企業社會責任的概念對於亞洲地區民眾來說認知相對來講偏低，公司企業無形資產中可能成為產品持續性競爭優勢之一的情感特徵，在國內過去企業社會責任相關研究也較少探討。本研究試圖從情感性層面，瞭解企業社會責任知覺對消費者信任、情感認同及對其餐飲消費意願的影響，並加入過去消費者研究中鮮少研究的負面訊息作為干擾。本研究以Chieh-Peng Lin, Shwu-ChuanChen,Chou-Kang Chiu＆ Wan-Yu Lee（2011）所提出的理論基礎發展本研究之架構。研究結果發現，消費者的企業社會責任知覺正向且顯著地影響信任與情感認同；信任與情感認同正向且顯著影響消費意願，但企業社會責任知覺對消費意願的影響並不顯著，負面訊息的干擾效果也不顯著。本研究結果能夠連結文獻缺口，並提供實務價值策略。

Abstract
Food is what matters to the people. As the economic structure of society changes, the demand of dining is more important for consumer. However, food safety issues were occurred often recently, consumers lost their faith about food safety gradually; this situation also made a great impact to the food Industry. Consumer realizes graduallygains ground, the food industry must take the social responsibility to reach the goal of sustainable development. In recent years, the conscious of environmental and moral are rose up, the conscious of corporate social responsibility has been paid more attention on. However, the conscious of corporate social responsibility is lack for Asian people, the unseeable assets of emotional characteristics Fewer been explored in the past. This study added to the negative information from corporate social responsibility to understand the emotional level of consumer confidence, Affective identification and influence Purchase intention will.In this study, the theory Chieh-Peng Lin, Shwu-search framework. The result of Researching, CSR affect the trust and emotion positively and significantly; Trust and Affective identification affect the Purchase intention positively and significantly, But the effect to the consumer's purchase intention of CSR isn't pronounced, and the negative information also is.
The findings can link the gap of literature and provide some strategic guidelines for Catering.

目錄
表目錄 VII
圖目錄 IX
第一章緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究問題 4
第四節 研究流程 5
第二章文獻探討 7
第一節 企業社會責任知覺 7
第二節 信任 13
第三節 情感認同 20
第四節 消費意願 21
第五節 負面訊息相關研究 22
第三章 觀念性架構及假說推導與建立 26
第一節 研究架構與假說 26
第二節 假說推導與建立 27
第四章 研究方法與設計 32
第一節 研究方法 32
第二節 研究變數與衡量 32
第三節 資料分析方法 40
第五章 量化研究結果 43
第一節 正式問卷實施方法與樣本結構分析 43
第二節 控制變項與人口統計變項差異之分析 48
第三節 構念衡量的信效度 54
第四節 研究假說檢定 64
第六章、結論與建議 75
第一節 本研究之結論與分析 75
第二節 學術貢獻與實務意涵 80
第三節 研究限制與未來研究方向 83
參考文獻 85
中文部分 85
外文部分 86

表目錄
表2- 1企業社會責任之定義 8
表2- 2信任定義之整理 14
表2- 3信任構面之整理 17
表2- 4王品集團近年來之負面事件整理 24
表4- 1社會責任知覺衡量題項 34
表4- 2消費者之信任感程度衡量題項 35
表4- 3情感認同程度衡量題項 36
表4- 4負面訊息感受程度衡量題項 37
表4- 5購買之衡量題項 38
表4- 6基本資料與社經背景之調查 39
表5- 1受訪者之背景資料 45
表5- 2企業社會責任之平均數及標準差 46
表5- 3負面訊息之平均數及標準差 46
表5- 4信任之平均數及標準差 47
表5- 5情感認同之平均數及標準差 47
表5- 6消費意願之平均數及標準差 48
表5- 7企業社會責任之T-test、ANOVA 分析表 49
表5- 8負面訊息之T-test、ANOVA 分析表 51
表5- 9信任之T-test、ANOVA 分析表 52
表5- 10情感認同之T-test、ANOVA 分析表 53
表5- 11消費意願之T-test、ANOVA 分析表 55
表5- 12量表構面信度Cronbach’sα值 57
表5- 13原始衡量模式配適度指標結果 59
表5- 14修正後配適度指標結果 60
表5- 15CFA測量模式適配度指標與標準值對照表 62
表5- 16修正後的衡量模式信效度分析 63
表5- 17研究模式變數間之Pearson相關分析結果 65
表5- 18本研究模式之路徑分析結果 67
表5- 19結構模式估計 68
表5- 20迴歸分析檢定干擾效果 72
表5- 21迴歸分析檢定干擾效果 73
表5- 22研究假說與實證結果 75

圖目錄
圖1- 1 研究流程 6
圖3- 1觀念性架構圖 26
圖5- 1路徑分析圖 68
圖5- 2整體模式配置圖 69

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