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研究生:江庭華
研究生(外文):CHIANG, TING-HUA
論文名稱:探討企業社會責任舉措模式對企業社會責任聲譽、消費者認同及行為意圖的影響及企業形象的調節效應
論文名稱(外文):A study of the effects of CSR initiatives on CSR reputation, consumer identification, and behavioral intentions as well as the moderating role of corporate image
指導教授:李元恕李元恕引用關係丁美靜丁美靜引用關係
指導教授(外文):Lii,Yuan-ShuhDing,May-Ching
口試委員:林豐智張國雄唐運佳李元恕丁美靜
口試委員(外文):Feng-Jyh LinZHANG ,GUO-XIONGTANG,YUN-JIALii,Yuan-ShuhDing,May-Ching
口試日期:2024-06-13
學位類別:博士
校院名稱:逢甲大學
系所名稱:商學博士學位學程
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2024
畢業學年度:112
語文別:中文
論文頁數:52
中文關鍵詞:企業社會責任企業社會責任聲譽消費者認同消費者公民行為企業形象
外文關鍵詞:Corporate Social Responsibility (CSR)CSR ReputationConsumer RecognitionConsumer Citizenship BehaviorCorporate Image
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面對近年來許多的天然與人為災難,消費者期望企業在幫助社會方面能發揮關鍵作用。本研究深度探討三種企業社會責任的關懷模式(經濟、社會與環境關懷)對企業社會責任聲譽、消費者認同及行為意圖的相對影響,並以企業形象為此關係間的調節變數。本研究採用受試者間的實驗設計,以經濟、社會與環境關懷等三種企業社會責任的關懷模式,並以問卷量表的設計取得受測者對此三種企業社會責任關懷模式的態度與行為意圖。
研究結果發現,企業社會責任舉措之三種關懷模式(經濟、社會、環境關懷)對企業社會責任聲譽與消費者認同會有不同程度的影響,環境關懷的影響力大於經濟關懷,而經濟關懷的影響力則又大於社會關懷。此影響力在高企業形象的情況下大於低企業形象。企業社會責任聲譽會正面地影響消費者認同,進而影響消費者的再購意圖及口碑推薦。

In the face of numerous natural and man-made disasters in recent years, consumers anticipate corporations to play a pivotal role in aiding society. This study delves into the relative impacts of three corporate social responsibility (CSR) initiatives, based on the benevolence models of economic, social, and environmental concern, on CSR reputation, consumer identification, and behavioral intention. Moreover, the corporate image is introduced as a moderating variable in this relationship. This research employs a between-subjects experimental design, manipulating the benevolence models of economic, social, and environmental concern. Attitudes and behavioral intentions towards these three CSR initiatives were gauged using questionnaire scales .
The results of the study found that the three modes of care (economic, social, and environmental care) in setting up CSR would have different degrees of influence on CSR reputation and consumer identification, with environmental care having a greater influence than economic care, which in turn has a greater influence than social care. The influence of environmental care is greater than that of economic care, and the influence of economic care is greater than that of social care. This influence is greater in the case of high corporate image than in the case of low corporate image. Corporate social responsibility reputation positively affects consumer recognition, which in turn affects consumers' repurchase intention and word-of-mouth recommendation.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究架構 5
第二章 文獻探討 7
第一節 企業社會責任舉措之關懷模式 7
第二節 商業模式之定義與創新 10
第三節 消費者認同 11
第四節企業形象的調節效應 13
第五節 企業社會責任聲譽與消費者認同 13
第六節 購買意圖與口碑推薦 14
第三章 研究方法 16
第一節 研究設計與參與者 16
第二節 實驗刺激與問卷調查 16
第三節 變數衡量 18
第四節 信效度分析 19
第四章 實證結果與分析 23
第一節 變異數分析 23
第二節 結構方程模式分析 26
第五章 建議結論與建議 28
第一節 結論與管理意涵 28
第二節 研究限制與未來研究方向 32
參考文獻 35

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