企業社會責任對消費者購買意願之影響：品牌認同與產品涉入之角色

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題名:	企業社會責任對消費者購買意願之影響：品牌認同與產品涉入之角色 The Effects of Corporate Social Responsibility on Purchase Intention: The Role of Brand Identification and Product Involvement
作者:	傅天瑋 (Fu, Tian-Wei)
貢獻者:	國際貿易學系
關鍵詞:	企業社會責任品牌認同購買意願產品涉入 corporate social responsibility brand identification purchase intention product involvement
日期:	2018
上傳時間:	2019-06-10 15:05:45 (UTC+8)
摘要:	本研究旨在探討企業社會責任、品牌認同、產品涉入及消費者購買意願的關係。研究分預試和正式問卷兩階段進行。正式問卷階段，以預試篩選出的房地產業三個品牌(高品牌熟悉度)為標的，以廣東省上班族為研究對象，共計發放354份問卷，回收316份，有效回收率89%。研究結果顯示：1. 企業社會責任正向影響品牌認同；2. 品牌認同正向影響消費者購買意願；3. 企業社會責任正向影響消費者購買意願；4. 企業社會責任經由品牌認同之中介角色正向影響消費者購買意願；5. 相對於低產品涉入，在高產品涉入時，企業社會責任對品牌認同之正向影響較強。本研究討論研究發現在理論以及管理實務上之意涵，同時對於未來的研究方向提出建議。　　The study examined the relationships among corporate social responsibility, brand identification, product involvement and purchase intention. The study was conducted in two stages: pre-test and formal questionnaire. Taking the three brands of the selected real estate industry as the target. Data was collected from the workers in GuangDong Province. Total 316 of 354 respondents provided the effective data (89%). The results show that: (1) Corporate social responsibility (CSR) positively affects consumer brand identification; (2) Brand identification positively affects consumer purchase intention; (3) Corporate social responsibility (CSR) positively affects consumers purchase intention; (4) Corporate social responsibility (CSR) has a positive impact on consumers purchase intention through the intermediary role of brand identification; (5)Compared with low product involvement, corporate social responsibility (CSR) has a strong positive impact on brand identity when high product involvement is involved. This research discusses the implications of theory and managerial practice, and suggestions for future research.
顯示於類別:	[國際貿易學系所] 博碩士論文

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