隨著社群媒體的普及化，企業可以更有效地傳遞品牌訊息，影響消費者對品牌的認知與價值的評估。在企業競爭日益激烈，品牌權益成為企業永續經營的重要資產，企業便愈加關注透過有效的策略提升品牌權益，而企業社會責任行銷與消費者認同成為其中的關鍵，皆會影響外界對品牌的評價，進而影響品牌權益。因此，本研究想了解消費者在社群媒體上的行為，在企業社會責任行銷與消費者認同對品牌權益的影響所產生之調節。
    為了探討社群媒體行為在企業社會責任行銷及消費者認同對品牌權益之間的調節效果，本研究以企業社會責任行銷與消費者認同為自變數，社群媒體行為為調節變數，品牌權益為應變數，而品牌權益在研究過程中進一步劃分為「品牌偏好度」與「品牌認知度」進行個別分析，最後再統整。問卷透過線上填答的方式進行蒐集，以品牌「星巴克」之消費者與潛在消費者作為研究對象，一共蒐集256份問卷，再以SPSS 22.0軟體進行樣本分析。
    本研究之結果發現，企業社會責任行銷會顯著的正向影響品牌權益；消費者認同則是部分顯著的正向影響品牌權益。而社群媒體行為在企業社會責任行銷與品牌權益，以及消費者認同與品牌權益的兩種關係之間，其調節效果皆未達統計顯著水準。
    針對研究結果未達統計顯著水準的部分，本研究根據研究結果提出，在消費者認同對品牌權益中的「品牌認知度」之部分，顯示本研究之品牌「星巴克」已具高度辨識度，使品牌認知度進一步提升的空間有限；在社群媒體行為的調節作用之部分，顯示多數受訪者為被動式使用社群媒體，而其使用形式可能弱化社群媒體行為之調節效果。
    本研究之結果提供企業在數位時代提升品牌權益的參考，並提出研究限制與未來研究建議，期望未來之研究可以更全面且完整。

  With the widespread use of social media, companies are now able to convey brand messages more effectively, thereby influencing consumers' perception and evaluation of brand value. As market competition intensifies, brand equity has become a crucial asset for sustainable business operations. Accordingly, enterprises increasingly focus on strategic approaches to enhance brand equity. Among these, Corporate Social Responsibility (CSR) Marketing and Consumer Identification are key factors that influence external evaluations of a brand, subsequently impacting its brand equity. This study aims to explore the moderating role of Social Media Behavior in the effects of CSR Marketing and Consumer Identification on Brand Equity.
  To investigate the moderating effects of Social Media Behavior, this research adopts CSR Marketing and Consumer Identification as independent variables, Social Media Behavior as the moderating variable, and Brand Equity as the dependent variable. Brand Equity is further divided into two dimensions—Brand Preference and Brand Awareness—for individual analysis before integration. Data were collected through an online questionnaire, targeting consumers and potential consumers of the Starbucks brand. A total of 256 valid responses were gathered and analyzed using SPSS 22.0.
  The results indicate that CSR Marketing has a significantly positive impact on Brand Equity, while Consumer Identification shows a partially significant positive impact on Brand Equity. However, the moderating effects of Social Media Behavior on both the relationship between CSR Marketing and Brand Equity, as well as between Consumer Identification and Brand Equity, were not statistically significant.
  The insignificant moderating effect may be attributed to the high level of Brand Awareness for Starbucks, leaving limited room for further improvement. Additionally, the majority of respondents exhibited passive usage of social media, which may weaken the moderating influence of Social Media Behavior.
  This study provides practical implications for enterprises seeking to enhance Brand Equity in the digital era. It also outlines research limitations and proposes directions for future research, aiming for more comprehensive and in-depth investigations.

目錄
第一章	緒論	1
1.1	研究背景與動機	1
1.2	研究目的	3
1.3	研究流程	4
第二章	文獻探討	5
2.1	企業社會責任行銷	5
2.2	消費者認同	9
2.3	社群媒體行為之影響	12
2.4	品牌權益	16
第三章	研究方法	19
3.1	研究架構	19
3.2	研究假說	20
3.3	問卷設計	22
3.4	研究對象	26
3.5	問卷分析方法	27
第四章	研究分析與結果	29
4.1	樣本資料之敘述性統計分析	29
4.2	信度與效度分析	37
4.3	迴歸分析	42
4.4	研究假說分析結果	46
第五章	結論與建議	47
5.1	研究結論	47
5.2	實務建議	49
5.3	研究限制與未來研究建議	51
參考文獻	52
附錄 研究問卷	63

表目錄
表2- 1企業社會責任行銷層面	7
表2- 2社群媒體在企業社會責任行銷的特性	14
表2- 3品牌權益構面	17
表3- 1問卷量表	22
表3- 2信度對照表	27
表4- 1人口統計變數分析	30
表4- 2消費者之社群媒體使用經驗	32
表4- 3各變數之敘述性統計資料	35
表4- 4信度分析	37
表4- 5 Kaiser-Meyer-Olkin（KMO）檢定與Bartlett's球形檢定	38
表4- 6品牌偏好度（Brand Preference, BP）刪除題項前之相關係數矩陣	38
表4- 7品牌偏好度（Brand Preference, BP）刪除題項後之相關係數矩陣	38
表4- 8品牌權益因素分析之調整	39
表4- 9各構面收斂效度分析	39
表4- 10各構面區別效度之相關係數矩陣	41
表4- 11自變數對「品牌偏好度」之影響	42
表4- 12自變數對「品牌認知度」之影響	43
表4- 13社群媒體行為在自變數及「品牌偏好度」間之調節作用	44
表4- 14社群媒體行為在自變數及「品牌認知度」間之調節作用	45
表4- 15本研究假說分析結果	46

圖目錄
圖1- 1研究流程	4
圖3- 1研究架構	19

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