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研究生:鄭琇琪
研究生(外文):Hsiu-Chi Cheng
論文名稱:良善理念服務對消費者態度及購買意圖之影響
論文名稱(外文):The Effects of Virtue-Embedded Services on Consumer Attitude and Purchase Intention
指導教授:林俊昇林俊昇引用關係
口試委員:連勇智周恩頤
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:國際企業學研究所
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:2019
畢業學年度:108
語文別:中文
論文頁數:48
中文關鍵詞:良善理念服務顧客-公司價值觀一致購買有意義性購買意圖社會企業要素行銷
外文關鍵詞:Virtue-Embedded ServicesCustomer-Firm Value CongruencePurchase SignificancePurchase IntentionSocial EnterpriseIngredient Branding
DOI:10.6342/NTU201904117
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服務業競爭越來越激烈,如何在消費者心中留下差異化的定位越趨重要。由於食安風暴、環境保護與社會關懷等議題越來越受到人們的重視,具有良善理念的企業更容易吸引消費者的目光。然而,過去關於企業做好事的研究主要聚焦於企業社會責任對消費者態度之影響,甚少研究針對內涵良善理念之零售服務對消費者態度與購買意圖之影響。故本研究旨在建構一觀念性架構,以消費者觀點出發,清楚定義何謂「良善理念服務 (Virtue-Embedded Services)」,並架構出一個完整的模型,探討良善理念的服務對消費者態度及購買行為的影響。研究結果顯示,良善理念服務與顧客-公司價值觀一致性及購買有意義性具有正向關係,而顧客-公司價值觀一致性及購買有意義性亦會正向影響消費者之購買意圖。本研究顯示出良善理念服務對消費者態度及購買意圖之重要影響,並提出可供企業經營者參考之管理意涵。
Due to intense competition in service industry, the importance of building differentiated brand position in consumer’s mind has been emphasized. Recently, owing to the aroused issues of food safety, environmental protection, and social concerns, the corporates with virtual concept are much easier to attract consumer’s attention. However, extent literature discussing the impact of “doing good” on customers has mainly focused on the impact of Corporate Social Responsibility (CSR). Limited research has investigated the influence of virtue-embedded service on consumer attitude and purchase intention. Therefore, a theoretical framework was developed to clearly define “virtue-embedded service” and to explore its impact on consumer attitude and purchase intention based on consumer’s perspective. Results indicate that corporate’s virtue-embedded service has positive effects on customer-firm value congruence and purchase significance, which in turn influence consumer’s purchase intention. Implications, limitations and future research directions are then discussed.
目錄
口試委員審定書 I
致謝 II
摘要 III
Abstract IV
第一章 緒論 1
第一節 研究動機與目的 1
第二章 文獻探討 3
第一節 良善理念服務 3
第二節 良善理念服務、顧客-公司價值觀一致性與購買有意義性 5
第三節 顧客-公司價值觀一致性、購買有意義性與購買意圖 7
第三章 研究方法 8
第一節 研究架構 9
第二節 研究假說 10
第三節 研究變數定義與衡量 11
第四節 資料分析方法 14
第四章 研究結果 16
第一節 樣本特性分析 16
第二節 衡量模型分析 19
第三節 結構方程模型 26
第五章 研究結論與建議 30
第一節 研究結論 30
第二節 研究貢獻 32
第三節 管理意涵 34
第四節 研究限制與未來研究 36
參考文獻 37

表目錄
表3-1 研究假說整理表 10
表3-2 研究分析方法 15
表4-1 人口統計變數次數分配表 16
表4-2 信度分析 19
表4-3 收斂效度 21
表4-4 平均變異數萃取量(AVE)及相關係數矩陣檢定 22
表4-5 平均變異數萃取量之相關係數矩陣 23
表4-6 衡量模型之驗證性因素分析配適結果 25
表4-7 結構方程式配適度指標 27
表4-8 模型之結構參數估計結果 28
表5-1 研究假說驗證結果 30
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三、參考網站
1.Social Enterprise vs. Corporate Social Responsibility (2018, November 14). Workforce Opportunity Service. https://www.wforce.org/news/social-enterprise-vs-corporate-social-responsibility
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