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研究生:黃正維
研究生(外文):Cheng-Wei Huang
論文名稱:社會企業驅動顧客忠誠行為之研究
論文名稱(外文):社會企業驅動顧客忠誠行為之研究
指導教授:吳師豪吳師豪引用關係
指導教授(外文):Shih-Hao Wu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:76
中文關鍵詞:顧客忠誠行為顧客公司認同企業社會責任MOA理論社會企業
外文關鍵詞:Customer Loyalty BehaviorSocial EnterpriseCustomer- Company IdentificationCorporate Social ResponsibilityMOA Theory
相關次數:
  • 被引用被引用:4
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  • 評分評分:
  • 下載下載:118
  • 收藏至我的研究室書目清單書目收藏:0
近年來,社會企業蓬勃發展,經濟部更宣示2014年是台灣「社會企業元年」。根據聯合報2015年民調指出,台灣僅19%民眾聽過社會企業、78%民眾認同。在不追求利潤最大化的理念之下,社會企業要如何永續經營,是業者需面臨的挑戰。
本研究目的在於探討社會企業的產業中,以個人與企業的驅動力何者對於顧客公司認同影響較大,而最終對顧客忠誠行為產生正向影響。
本研究以曾經在社會企業消費的顧客為研究對象,透過網路及紙本問卷兩種方式,進行便利抽樣的問卷發放,共取得 222份有效樣本,以結構方程模式(SEM)驗證研究之假設關係。研究發現如下:
1. 企業驅動(企業社會責任)比個人驅動(利他、機會、知識)對於顧客公司認同更具影響力。
2. 顧客公司認同對於顧客忠誠行為有顯著的影響。因此,社會企業應致力於企業社會責任,引發顧客公司認同,進而建立顧客忠誠。
In recent years, Social Enterprise is growing rapidly. Even Ministry of Economic Affairs of Taiwan declared 2014 is the“first year of social enterprise.”
According to the United Daily News poll pointed out in 2015, Only 19 percent of Taiwanese heard of Social Enterprises, 78% of them agreed. Under nonprofit-maximizing philosophy, how could a social enterprise be able to operate sustainably has become an important issue for the executive. This study aims to clarify whether Individual or CSR has a stronger effect on Customer- Company Identification, and ultimately has a positive effect on Customer Loyalty Behavior.
This study is tested in the Social Enterprise industry. Consumers with purchase experiences at Social Enterprise are chosen as research subjects. Questionnaires are distributed through personal interview and internet through the convenience sampling method. A total of 222 effective questionnaires are collected. Structural Equation Modeling (SEM) was applied to test the research hypotheses.
The findings are summarized as follows:
1. CSR is a greater driving factor of Customer-Company Identification.
2. Customer-Company Identification has a direct impact on Customer Loyalty Behavior. Therefore, Social Enterprise should strive for CSR which leads to customer- company Identification, and in addition, establishment of customer loyalty.
目錄
中文摘要 i
Abstract ii
致謝 iii
目錄 iv
表目錄 v
圖目錄 vi
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍 5
第四節 研究流程 6
第貳章 文獻探討 7
第一節 各構念文獻探討 7
第二節 構念間之實證關係 14
第參章 研究方法 17
第一節 研究架構 17
第二節 研究變數的定義與衡量 18
第三節 研究對象與資料蒐集方法 24
第四節 問卷設計與預試 24
第五節 資料分析方法 26
第肆章 研究分析與討論 27
第一節 樣本輪廓描述 27
第二節 各構念描述統計分析 28
第三節 實證模式估計 30
第四節 實證結果之討論 44
第伍章 結論與建議 45
第一節 研究發現 45
第二節 理論與實務意涵 46
第三節 研究限制與未來研究方向 49
參考文獻 50
附錄一、105年社會企業名單 62
附錄二、研究問卷 65


表目錄
表3-1 各構念衡量項目總表 22
表3-2 前測問卷之信度結果表 25
表4-1 樣本輪廓描繪 27
表4-2 受訪者消費行為分析 28
表4-3 各構念描述統計分析 29
表4-4 KMO與Bartlett球型檢定 30
表4-5 信度檢定與因素分析 31
表4-6 測量模式之配適度檢定表 33
表4-7 測量模式估計 34
表4-8 各構念相關矩陣與區別效度 35
表4-9 整體結構模式之配適度檢定 36
表4-10 整體結構模式估計結果 38
表4-11 整體結構模式直接、間接與總效果彙整表 39
表4-12 MOA理論與再購意圖之顧客公司認同中介效果檢定 41
表4-13 MOA理論與口碑意圖之顧客公司認同中介效果檢定 42
表4-14 企業社會責任與再購意圖、口碑意圖之顧客公司認同中介效果檢定 43
表5-1 假設檢定結果彙總表 45

圖目錄
圖1-1 研究流程圖 6
圖3-1 本研究架構圖 17
圖4-1 本研究結構模式 32
圖4-2 結構模式估計 37
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