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研究生:陳家靖
論文名稱:消費者購買ESG企業之產品的前因與後果之探討-以家電冷氣業為例
論文名稱(外文):The Study of the Antecedents and Consequences of Consumer Purchasing ESG Firms’ Products: The Case of the Household Air Conditioning
指導教授:顏于翔顏于翔引用關係
指導教授(外文):Yen, Yu-Xiang
口試委員:廖淑伶王世澤陳水蓮
口試委員(外文):LIAO,SHU-LINGWANG,SHI-ZECHEN,SHUI-LIAN
口試日期:2024-06-20
學位類別:碩士
校院名稱:元智大學
系所名稱:經營管理碩士班(行銷學程)
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:2024
畢業學年度:112
語文別:中文
論文頁數:74
中文關鍵詞:ESG消費者購買行為品牌忠誠度消費者口碑家電冷氣業
外文關鍵詞:ESGconsumer purchasingbrand loyaltyword-of-mouthhousehold air conditioning industry
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在當今全球社會中,企業社會責任(Corporate Social Responsibility, CSR)已成為商業運營的重要元素之一,而環境、社會與公司治理(Environmental, Social, and Governance, ESG)更是其中的核心概念。企業在追求營利的同時,需承擔社會責任,並將此理念融入其核心業務中,以調和經濟、社會和環境的需求。本研究以家電冷氣業為例,探討企業導入ESG對消費者購買行為的前因與後果。
本研究主要採用問卷調查法,針對家電冷氣業實施ESG制度後,分析消費者的態度、主觀規範、知覺行為控制、購買行為、忠誠度與消費者口碑。通過結構方程模型(Structural Equation Modeling, SEM),檢驗各變數間的路徑關係,並驗證研究假設。
研究結果顯示,消費者對企業實施ESG的態度、主觀規範及知覺行為控制均對其購買行為有顯著正向影響,進而影響其品牌忠誠度與消費者口碑。此外,購買行為對於忠誠度與口碑亦有顯著正向影響,而消費者口碑進一步影響其品牌忠誠度。
本研究結果有助於企業了解在實施ESG策略時,如何影響消費者行為,進而提升品牌競爭力和市場地位。企業可以通過強化ESG策略,提升消費者對品牌的認同感和信任度,以達成永續經營的目標。

In today's global society, Corporate Social Responsibility (CSR) has become an essential element of business operations, with Environmental, Social, and Governance (ESG) at its core. While pursuing profits, companies must also shoulder social responsibilities by integrating these principles into their core business, balancing economic, social, and environmental needs. This study explores the antecedents and outcomes of implementing ESG in the household air conditioning industry, focusing on consumer purchasing behavior.

This research employs a questionnaire survey method, analyzing consumer attitudes, subjective norms, perceived behavioral control, purchasing behavior, loyalty, and word-of-mouth in response to the implementation of ESG in the household air conditioning sector. By utilizing Structural Equation Modeling (SEM), the study examines the path relationships among these variables and tests the proposed hypotheses.

The results indicate that consumer attitudes, subjective norms, and perceived behavioral control towards corporate ESG practices significantly and positively influence their purchasing behavior, which in turn affects brand loyalty and word-of-mouth. Additionally, purchasing behavior has a significant positive impact on loyalty and word-of-mouth, and consumer word-of-mouth further influences brand loyalty.

The findings of this study provide insights for companies on how ESG strategies can influence consumer behavior, thereby enhancing brand competitiveness and market position. By strengthening ESG practices, companies can increase consumer identification and trust, achieving sustainable business goals.

目錄
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 vi
目錄 viii
表目錄 ix
圖目錄 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究問題與目的 3
第三節 研究流程 6
第二章 文獻探討 7
第一節 ESG制度的緣起與發展 7
第二節 計畫行為理論與信念─行動─結果理論 14
第三節 消費者態度、主觀規範與知覺行為控制 17
第四節 購買行為 19
第五節 忠誠度 22
第六節 消費者口碑 24
第三章 研究方法 26
第一節 研究架構與研究假設 26
第二節 問卷設計與變數操作型定義 28
第三節 調查對象與問卷發放 32
第四節 統計分析方法 33
第四章 資料結果分析 35
第一節 敘述性統計分析 35
第二節 信度分析 40
第三節 相關與結構方程式模型分析 43
第四節 本章小結 50
第五章 結論與建議 52
第一節 研究結論 52
第二節 管理意涵 54
第三節 研究限制與未來研究建議 56
參考文獻 59
附錄 72


表目錄
表2-1  MSCI ESG 評級架構 12
表2-2  FTSE Russell ESG 評級架構 12
表3-1  態度衡量題目 29
表3-2  主觀規範衡量題目 29
表3-3  知覺行為控制衡量題目 30
表3-4  購買行為衡量題目 30
表3-5  忠誠度衡量題目 31
表3-6  消費者口碑衡量題目 31
表3-7 問卷前測信度表 32
表3-8 正式問卷信度表 33
表4-1 受訪者基本背景資料分布表 36
表4-2 態度構面 37
表4-3 主觀規範構面 37
表4-4 知覺行為控制構面 38
表4-5 購買行為構面 38
表4-6 忠誠度構面 39
表4-7 消費者口碑構面 39
表4-8 各構面信度分析表 41
表4-9 驗證性因素分析表 42
表4-10 各構面之相關分析 43
表4-11 CFA適配度指標檢定表 44
表4-12 CFA分析彙整表 46
表4-13 區別效度檢驗表 47
表4-14 SEM適配度指標 48
表4-15 各構面路徑關係表 49
表4-16 研究假設分析結果 51


圖目錄
圖1-1  研究流程圖 6
圖2-1  S&P DJI評分 11
圖2-2 計畫行為理論模型架構圖 15
圖3-1 研究架構圖 26
圖4-1 結構模型路徑分析圖 50





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