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中文論文名稱 消費者的企業社會責任認知對購買意圖之影響─以企業認同為中介變數
英文論文名稱 The Effects of Consumer's Perception of Corporate Social Responsibility on Purchase Intention – Treat Consumer-Corporate Identification as a Mediator
校院名稱 淡江大學
系所名稱(中) 會計學系碩士班
系所名稱(英) Department of Accounting
學年度 100
學期 2
出版年 101
研究生中文姓名 楊運澄
研究生英文姓名 Yun-Cheng Yang
學號 699600317
學位類別 碩士
語文別 中文
口試日期 2012-06-15
論文頁數 75頁
口試委員 指導教授-謝宜樺
委員-陳佳慧
委員-陳叡智
委員-謝宜樺
中文關鍵字 企業社會責任  消費者企業認同  購買意圖 
英文關鍵字 Corporate Social Responsibility  Consumer-Corporate Identification  Purchase Intention 
學科別分類 學科別社會科學商學
中文摘要 由於企業的獲利來自於消費者的購買,在消費者意識抬頭的今日,企業的行為若無法符合消費者的期待,消費者將不會進行購買行為,如今消費者在購買物品時不只是在意產品的品質以及價格,企業社會責任對於消費者購買行為有很大的影響。因此本研究使用問卷調查作為研究方法,將消費者企業認同當作中介變數,從最主要的利害關係人─消費者的觀點,探討台灣的消費者是否對於企業履行社會責任有所回應,對企業產生認同,進一步產生購買產品的行為。本研究探討消費者對企業社會責任的認知(經濟責任、法律責任、倫理責任與慈善責任)及消費者企業認同的相關性,以及對消費者購買意圖的影響。研究結果顯示企業社會責任對消費者企業認同與購買意圖有顯著正向影響,而消費者企業認同可以是企業社會責任對購買意圖的中介變數。
英文摘要 This study focuses on consumer behavior, because the corporate profits mainly come from the consumers' purchasing. If the action of enterprise meets consumer expectations, consumers would purchase their products. Consumers don’t only care about the quality and price of the product when they intend to purchase products. An enterprise CSR performance has a great influence on consumer purchase behavior. Therefore, this study used questionnaires to investigate whether consumers would respond to corporate social responsibility, identify with the corporate, and then purchase the product. This study explored the relationship among the corporate social responsibility, consumer- corporate identification and purchase intention. The empirical results reveal that corporate social responsibility and consumer- corporate identification have a significantly positive influence on purchase intention. The consumer- corporate identification mediates between the corporate social responsibility and purchase intention.
論文目次 目錄
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 研究流程 5
第二章 文獻探討 7
第一節 企業社會責任 7
第二節 消費者企業認同 13
第三節 消費者購買意圖 16
第四節 企業社會責任與消費者企業認同之關係 20
第五節 消費者企業認同與購買意圖之關係 23
第六節 企業社會責任與消費者購買意圖之關係 24
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假設 27
第三節 變數定義與衡量 27
第四節 研究對象及抽樣設計 31
第五節 資料分析法 31
第四章 實證資料分析 34
第一節 問卷回收情形與基本資料分析 34
第二節 問卷信度與效度分析 36
第三節 敘述性統計分析 40
第四節 個人屬性之差異分析 42
第五節 變項相關分析 51
第六節 迴歸分析 52
第五章 結論與建議 58
第一節 研究結論 58
第二節 管理意涵 60
第三節 研究限制 61
第四節 後續研究建議 62
參考文獻 63
附錄一、研究問卷 73
表目錄
表3-1企業社會責任量表 28
表3-2消費者企業認同量表 29
表3-3購買意圖量表 30
表3-4知覺價格量表 30
表3-5知覺品質量表 30
表4-1個人基本資料 35
表4-2企業社會責任之信效度分析 38
表4-3消費者企業認同之信效度分析 39
表4-4購買意圖之信效度分析 39
表4-5企業社會責任之敘述性統計分析 40
表4-6消費者企業認同之敘述性統計分析 41
表4-7購買意圖之敘述性統計分析 41
表4-8個人屬性對企業社會責任之T檢定分析 42
表4-9個人屬性對消費者企業認同之T檢定分析 43
表4-10個人屬性對購買意圖之T檢定分析 43
表4-11個人屬性對經濟責任之單因子變異數分析 45
表4-12個人屬性對法律責任之單因子變異數分析 46
表4-13個人屬性對倫理責任之單因子變異數分析 47
表4-14個人屬性對慈善責任之單因子變異數分析 48
表4-15個人屬性對消費者企業認同之單因子變異數分析 49
表4-16個人屬性對購買意圖之單因子變異數分析 50
表4-17皮爾森相關係數分析表 51
表4-18企業社會責任對消費者企業認同之複迴歸分析結果 53
表4-19消費者企業認同對購買意圖之複迴歸分析結果 54
表4-20企業社會責任對購買意圖之複迴歸分析結果 55
表4-21企業社會責任與消費者企業認同對購買意圖之複迴歸分析結果 57
表4-22研究假說結果 57
圖目錄
圖1-1研究流程圖 6
圖2-1企業社會責任金字塔模型 9
圖2-2消費者決策程序模式 17
圖3-1研究架構圖 26

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