臺灣博碩士論文加值系統

現今社會大眾除了重視產品和服務的經濟利益之外，也會關注勞工權益、環保和倫理道德的議題，價格上的競爭力已經無法獲得消費者青睞，而企業為了永續經營自身企業，也開始從事企業社會責任。先前和企業社會責任相關的論文研究多著墨於企業社會責任對於企業形象、品牌忠誠、品牌滿意等相關的影響，沒有探討到，不同企業社會責任，是否對於顧客知覺價值和顧客忠誠度會產生不同程度的影響，而這些知覺價值是否又會影響企業社會責任與顧客忠誠度之間的關係，因此本研究參考過去學者提出的企業社會責任經濟、法律、道德、慈善四個構面，作為企業社會責任的操作性變數，研究設計採用網路問卷的形式發放，樣本為便利抽樣，研究對象是有至咖啡連鎖店消費的消費者，有效問卷回收共318份，並運用迴歸分析分別探討企業社會責任其對顧客知覺價值和顧客忠誠度之間的影響，以及顧客知覺價值對顧客忠誠度與企業社會責任之影響；結果發現，企業社會責任經濟、法律、道德、慈善四個構面對顧客知覺價值都具有正向顯著影響，且會有不同程度的影響結果，其中又以經濟責任影響最佳，道德次之，慈善再次之，最後為法律責任；企業社會責任經濟、法律、道德、慈善四個構面對顧客忠誠度也都具有正向顯著影響，以經濟責任影響最佳，道德次之，慈善再次之，最後為法律責任；此外，顧客知覺價值對企業社會責任與顧客忠誠度具有部分中介效果，研究結果顯示，顧客對於企業社會責任之知覺價值會部分中介影響顧客忠誠度。

In recent years, issues related to corporate social responsibility (CSR) have received more and more attention. Previous paper also indicates that the fulfillment of corporate social responsibility has a positive impact on the evaluation of corporate activities by consumers, which in turn has a positive effect on the current purchasing behavior and future purchase intention of consumers. Moreover, in order to sustainable development of their enterprises, many enterprises have begun engaged in corporate social responsibility. Previous CSR-related research focus on corporate image, brand loyalty, brand satisfaction and other related effects ,but not mention different facets of corporate social responsibility will have different affect on customer perceived value, and how will it affect the relationship between corporate social responsibility and customer loyalty. Therefore, this study refer to previous paper which mention corporate social responsibility have four facets economic, legal, ethical, charitable, in our study we use it as corporate social responsibility operational variables, to explore the impact and value of customer loyalty between customer perceived value. The results showed that different corporate social responsibility for the customer perceived value and customer loyalty have different degrees of positive impact, and customer perceived value partial mediation effect between corporate social responsibility and customer loyalty.

摘要 i
Abstract ii
目錄 iii
圖目錄 vii
表目錄 viii
緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第一章 文獻探討 4
第一節 企業社會責任 4
一、 企業社會責任之定義 4
二、 企業社會責任構面及內涵 6
第二節 顧客知覺價值 7
一、 顧客知覺價值之定義 7
二、 顧客知覺價值之構面 8
第三節 顧客忠誠度 10
一、 顧客忠誠度之定義 10
二、顧客忠誠度之構面 11
第二章 研究方法 13
第一節 研究架構 13
第二節 研究假說 13
一、 企業社會責任和顧客知覺價值之關係 14
二、 顧客知覺價值和顧客忠誠度之關係 14
三、 企業社會責任和顧客忠誠度之關係 14
四、 顧客知覺價值對企業社會責和顧客忠誠度之中介效果 15
第三節 變數之操作性定義與衡量方式 16
一、 企業社會責任 16
二、 顧客知覺價值 18
三、 顧客忠誠度 19
四、 人口統計變項 20
第四節 研究對象與資料收集 22
一、 研究對象及樣本 22
二、 資料收集 22
第五節 資料分析方法 22
一、 敘述性統計 22
二、 共同方法變異分析 23
三、 信度分析 23
四、 效度分析 23
五、 相關分析 24
六、 迴歸分析 24
七、 中介效果 24
第三章 研究結果 25
第一節 問卷前測 25
第二節 正式問卷 31
第三節 敘述性統計分析 35
一、 企業社會責任構面 35
二、 顧客知覺價值構面 36
三、 顧客忠誠度構面 37
第四節 共同方法變異檢測 38
第五節 信度分析 39
第六節 效度分析 40
一、 內容效度 40
二、 建構效度 41
第七節 相關分析 46
一、 企業社會責任與顧客知覺價 47
二、 企業社會責任與顧客忠誠度 47
三、 顧客知覺價值與顧客忠誠度 47
第八節 迴歸分析 48
一、 企業社會責任和顧客知覺價值之關係 48
二、顧客知覺價值和顧客忠誠度之關係 50
三、企業社會責任和顧客忠誠度之關係 51
第九節 中介效果 52
第四章 結果與建議 54
第一節 研究結論 54
第二節 管理意涵 56
第三節 學術貢獻 57
第四節 研究限制 57
第五節 未來研究建議 58
參考文獻 59
一、 網路資料 59
二、 中文文獻 59
三、 英文文獻 61
附錄一 66

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