食品為人類維持生命的必要元素，屬於重要的民生必需品，但近年臺灣黑心食品層出不窮，造成多起大規模的食安風波，使消費者日漸重視食安議題，並抵制有食安疑慮的產品或企業，但往往當被抵制之產品或企業推出促銷活動後，便能有效吸引部分消費者的購買。
過往雖有眾多促銷活動、企業社會責任對購買意願影響的相關研究，但較少研究將品牌形象納入考量進行分析；因此，本研究以因食安問題被嚴重抵制的頂新國際集團為例，欲探討促銷活動、企業社會責任對消費者頂新產品購買意願的影響，以及品牌形象的介入後對於購買意願的影響。
本研究以迴歸分析為主，研究結果發現品牌形象、產品促銷、自然環境保護、幫助弱勢團體及促進社會福利對購買意願具正向影響；非產品/價格促銷對購買意願具負向影響；而產品促銷、價格促銷、自然環境保護、幫助弱勢團體、促進社會福利分別加入品牌形象後，對購買意願皆具正向影響；且品牌形象對於購買意願之影響，高於促銷活動及企業社會責任活動。綜合本研究結果，建議頂新國際集團首要任務為改善品牌形象，若執行促銷活動時，則以產品促銷為主，企業社會責任則是以與人有直接關係，例如幫助弱勢團體、促進社會福利的活動為主。

In order to maintain our bodies functioning, food is necessary for humans. However, in the past few years, a bunch of massive food contamination issues have been found in Taiwan; as a result, consumers are more aware of the food safety, and boycott contaminated food and drinks made by unethical manufacturers. Nevertheless, many consumers will still purchase those products every time the dishonest enterprises launch marketing campaigns.
Although there are already many researches focused on how promotion and corporation social responsibility affect consumer’s purchase intention, few of them also took brand image into consideration. Therefore, this research will take Ting Hsin International Group, which has been experiencing a huge boycott, as an example to discuss the impact of promotion and corporation social responsibility on consumer’s purchase intention for its products, and whether the brand image has any influences on purchase intention. 
This research is based on Regression Analysis, and the result is brand image, promotions, environmental protection products, helping disadvantaged and vulnerable groups, and improving social welfare benefits are correlated with consumer’s purchase intention; non-product and price marketing have negative effect on consumer’s purchase intention. The result also showed that when asking consumers to also consider brand image, it showed that promotions, environmental protection products, helping disadvantaged and vulnerable groups, and improving social welfare benefits have positive effect on consumer’s purchase intention. Besides, brand image has more impact than promotion and corporation social responsibility. According to the results of this research, Ting Hsin’s priority is to improve the band image. Also, if they plan to launch marketing campaigns, they can focus on promoting their products. Finally, when it comes to corporation social responsibility, they can emphasize on charitable activities aimed to help unprivileged groups, and improving social welfare benefits.

目錄	IV
表目錄	VI
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	2
第三節	研究目的	3
第四節	研究流程	3
第二章	文獻探討	5
第一節	食品製造業	5
第二節	食安問題	5
第三節	品牌形象	8
第四節	促銷活動	14
第五節	企業社會責任	21
第六節	購買意願	28
第三章	研究方法	34
第一節	研究架構	34
第二節	研究假設	35
第三節	研究變數之操作性定義	36
第四節	問卷設計	36
第五節	資料分析方法	40
第四章	研究結果與分析	42
第一節	敘述性統計分析	42
第二節	信度與效度分析	49
第三節	迴歸分析	53
第五章	結論與建議	64
第一節	研究結論	64
第二節	管理策略	66
第三節	研究建議與限制	67
參考文獻	69
附錄一	78
表3-3 研究變數之操作性定義	36
表3-4-1 購買意願問卷問項	37
表3-4-2 促銷活動問卷問項	37
表3-4-3 企業社會責任活動問卷問項	38
表3-4-4品牌形象問卷問項	39
表3-4-5 基本資料問卷問項	39
表4-1-1 性別分布表	42
表4-1-2 年齡分布表	43
表4-1-3 教育程度分布表	43
表4-1-4 婚姻狀況分布表	44
表4-1-5 平均月收入分布表	44
表4-1-6 居住地分布表	45
表4-1-7 品牌形象統計資料	46
表4-1-8 購買意願統計資料	46
表4-1-9 促銷刺激下的購買意願統計資料	47
表4-1-10 執行企業社會責任活動後的購買意願統計資料	47
表4-2-1 各研究構面信度分析	49
表4-2-2 品牌形象因素結構	50
表4-2-3 消費者創新因素結構	50
表4-2-4 促銷活動因素結構	51
表4-2-5 企業社會責任行動因素結構	52
表4-3-1 品牌形象與購買意願迴歸分析	54
表4-3-2  H1假說驗證	54
表4-3-3 產品促銷、品牌形象對購買意願之迴歸分析	55
表4-3-4  H2-1、H3-1假說驗證	56
表4-3-5 價格促銷、品牌形象對購買意願之迴歸分析	57
表4-3-6  H2-2、H3-2假說驗證	57
表4-3-7 非產品/價格促銷、品牌形象對購買意願之迴歸分析	58
表4-3-8  H2-3、H3-3假說驗證	58
表4-3-9 企業執行自然環境保護、品牌形象對購買意願之迴歸分析	60
表4-3-10  H4-1、H5-1假說驗證	60
表4-3-11 企業投入弱勢團體幫助、品牌形象對購買意願之迴歸分析	61
表4-3-12  H4-2、H5-2假說驗證	61
表4-3-13 企業投入弱勢團體幫助、品牌形象對購買意願之迴歸分析	63
表4-3-14  H4-3、H5-3假說驗證	63
圖 1-4研究流程圖	4
圖2-3-1 品牌聯想構面	12
圖2-3-2 品牌形象構面	13
圖2-5 企業社會責任金字塔	24
圖3-1 研究架構圖	35
圖3-2 假設架構圖	35

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