臺灣博碩士論文加值系統

企業為善盡社會責任，以銷售與公益結合，將產品銷售收入的部份贈與公益慈善團體，達成公益活動目標，此為公益行銷。企業透過公益行銷達成銷售目的及品牌形象建立。

本研究旨在探討性別之不同的消費者對於公益議題置入品牌形象是否會影響消費者的購買意願。
研究結果證實：
一、當企業進行公益行銷時是會提高品牌聲譽而使消費者提高其購買意願。

二、消費者面對企業推出的公益行銷活動，男性與女性之間是有顯著性的差異。

Cause-related marketing is defined as a method of marketing in which enterprises combine sales and charity in order to fulfill a social responsibility. Generally, these enterprises will contribute a part of their product sales to non-profit organizations to help them achieve their charitable goals. Enterprises expect to improve their sales and build their brand image as a result of carrying out caused-related marketing activity.

1. To validate that customers would be more likely to purchase the goods after cause-related marketing has been employed to enhance it’s brand reputation.

2. There is not a marked difference between the two genders when it comes to consumer response to cause-related marketing promoted by enterprises.

書名頁 i
論文口試委員審定書 ii
中文摘要 iii
英文摘要 iv
誌謝 v
目錄 vi
表目錄 viii
圖目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第二章 文獻探討 7
第一節 公益行銷相關研究 7
第二節 品牌形象之相關研究 8
第三節 不道德消費行為之相關研究 10
第四節 消費者購買意願之相關研究 11
第三章 研究方法 13
第一節 研究架構 13
第二節 研究變項與假設 14
第三節 問卷設計 16
第四節 SPSS軟體與統計方法 18
第四章 研究結果與分析 20
第一節 問卷基本資料統計分析 20
第二節 問卷信度分析 21
第三節 問卷敘述統計 22
第四節 獨立樣本T檢定 26
第五節 調節效果分析 27
第五章 結論與建議 29
第一節 研究結論 29
第二節 學術貢獻 30
第三節 管理意涵 31
第四節 研究限制與未來研究建議 31
參考文獻 33
附錄 37
附錄一 「公益行銷對於消費者購買意願影響之研究」問卷 37

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