隨著全球電信自由化的趨勢來臨，國內電信業開始進入自由競爭的時代，未來國內電信業者最重要的挑戰，在於如何提供多元化的服務及高水準服務品質以建立良好之企業形象。就目前市場而言，各行各業皆有很多善因行銷活動成功的案例，但有關電信業善因行銷活動之相關研究，卻付之闕如。緣此，本研究希望以電信消費者為研究對象，探討當電信業者實施善因行銷活動時對於企業形象、消費者信任與顧客購買意願之影響。
   在確定研究動機、擬定研究方向及研究目的後，針對國內外之相關文獻加以歸納整理，再根據其理論基礎建立本研究之架構與假說。問卷調查對象以中華電信客戶為主要研究對象，並針對回收的有效樣本355份資料，進行敘述性統計、因素分析、信度分析、ANOVA分析、相關分析及多元迴歸分析，最後根據實證之結果提出主要研究結論如下：
1.	善因行銷活動對企業形象具有部分正向影響，其中善因行銷活動中的社會福利對企業形象的影響力大於學術教育，而醫療保健則對企業形象則無顯著影響。
2.	企業形象對消費者購買意願有顯著的正向影響。
3.	善因行銷活動對顧客購買意願具有部分正向影響，其中善因行銷活動中的社會福利對顧客購買意願的影響力大於學術教育，而醫療保健則對顧客購買意願則無顯著影響。
4.	企業形象對消費者購買意願影響中，高顧客信任的干擾效果大於低顧客信任者。

Duing to the global telecom liberalization trend, Our domestic Telecom began entering into the free competition marketing, the most important challenge of the domestic telecommunications operations in the future is how to provide a wide range of services and a high level of quality of service, in order to establish a good corporate image.Recently we can find many success stories of cause-related marketing activities, but nothing in the telecom industry,. That is why, this study hopes to consumers as the object of study, if telecom industry put cause-related marketing activities into practice,how it will be affect the corporate image, marketing campaigns consumer trust and a customer purchase intention.
This thesis began by reviewing the relevant articles, and the reserach framework and hypotheses were developed according to relevant theories. This research use the questionnaire survey on Chunghwa Telecom customers and analyzes 335 efficient samples by performing descriptive statistics, factor analysis, reliability analysis, ANOVA, correlation and multiple regression analyses. After the empirical research, the major finding as follows: 
1. Cause-related marketing activities has partial positive effects on corporate image in which the social welfare of cause-related marketing activities have more influence to corporate image than academic education, and medical care has no significant effect on corporate image. 
2. Corporate image has significant positive influences on consumer purchase intention.
3. Cause-related marketing activities has some positive effects on customer purchase intention, and social welfare in cause-related marketing activities on customers ' purchase intention is more influence than academic education, and health care has no significant effect on customers ' purchase intention.
4. The moderating effects of high customer trust in the influence of corporate image on consumers’ purchase intention is greater than that of low customer trust.

誌謝	I
中文摘要	II
英文摘要	III
目錄	V
表目錄	VII
圖目錄	IX
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	2
第三節 研究流程	3
第二章 文獻探討	5
第一節 善因行銷	5
第二節 企業形象	8
第三節 顧客信任	11
第四節 購買意願	13
第五節 研究變項之關聯	15
第三章 研究方法	17
第一節 研究架構	17
第二節 研究假設	17
第三節 研究變項操作性定義與衡量	18
第四節 研究對象與範圍	21
第五節 統計分析	21
第四章 資料分析	23
第一節 敘述性統計分析	23
第二節 因素及信度分析	25
第三節 差異性分析	29
第四節 相關性分析	33
第五節 研究變項間之因果關係	35
第五章 結論與建議	39
第一節 研究結論與發現	39
第二節 管理意涵	40
第三節 研究限制	41
第四節 研究建議	41
參考文獻	44
附錄一：前測問卷	52
附錄二：正式問卷	55

表目錄
表2-1 善因行銷定義表	5
表2-2善因行銷的分類	6
表2-3善因行銷的執行方式	7
表2-4 企業形象定義彙整表	8
表2-5企業形象構面彙整表	10
表3-1 善因行銷活動項目	18
表3-2企業形象之衡量題項	19
表3-3顧客信任之衡量題項	20
表3-4購買意願之衡量題項	20
表4-1 性別狀況統計	23
表4-2 年齡統計	24
表4-3 職業別統計	24
表4-4 教育程度統計	25
表4-5 婚姻狀況統計	25
表4-6 個人月收入統計	25
表4-7 【善因行銷活動】之KMO值及BARTLETT球形檢定	26
表4-8 【善因行銷活動】之因素分析	27
表4-9 【企業形象】之KMO值及BARTLETT球形檢定	27
表4-10 【企業形象】之因素分析	28
表4-11 各研究構面信度分析表	28
表4-12 性別在善因行銷活動、企業形象、信任及購買意願之差異分析	29
表4-13 年齡在善因行銷活動、企業形象、信任及購買意願之差異分析	30
表4-14 職業在善因行銷活動、企業形象、信任及購買意願之差異分析	31
表4-15 教育程度在善因行銷活動、企業形象、信任及購買意願之差異分析	32
表4-16 婚姻在善因行銷活動、企業形象、信任及購買意願之差異分析	32
表4-17 個人月收入在善因行銷活動、企業形象、信任及購買意願之差異分析	33
表4-18 善因行銷活動、企業形象、信任與購買意願的相關係數表	34
表4-19 善因行銷活動對企業形象之迴歸分析彙整表	35
表4-20 善因行銷活動構面對企業形象之複迴歸分析彙整表	36
表4-21 企業形象對購買意願之迴歸分析彙整表	36
表4-22 善因行銷活動對購買意願之迴歸分析彙整表	36
表4-24 信任對企業形象與購買意願之階層迴歸分析彙整表	38
表5-1 研究假說彙整表	39
 
圖目錄
圖1-1研究流程圖	4
圖2-1 研究架構圖	17
圖4-1 企業形象與顧客信任對購買意願之交互作用圖	38

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