知覺企業社會責任與口碑傳播意願之關係：以企業品牌知名度與品牌聯想為干擾變數

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Title:	知覺企業社會責任與口碑傳播意願之關係：以企業品牌知名度與品牌聯想為干擾變數 The Relationship between Perception of Corporate Social Responsibility and Word-of-Mouth Intention: The Moderating Roles of Corporate Brand Awareness and Brand Association
Authors:	李日乾
Contributors:	國際企業管理學系
Keywords:	知覺企業社會責任口碑傳播意願品牌知名度品牌聯想
Date:	2020
Issue Date:	2020-09-08 13:29:47 (UTC+8)
Abstract:	現今企業社會責任(corporate social responsibility, CSR)廣泛受到全球各界的重視與推崇，其被視為推動企業永續發展與兼顧社會道德意識的重要策略，亦成為企業經營的必要考量因素之一。然而，企業努力執行CSR的同時，消費者對於CSR的知覺會影響消費者的口碑傳播意願？此外，企業本身的特徵，像是：品牌知名度與品牌聯想，是否於消費者知覺CSR與口碑傳播意願之間存在干擾效果？為確保受測者有足夠的能力了解CSR之內涵，本研究以上班族為目標受訪者。並且，採用網路問卷的方式與便利抽樣法進行資料蒐集。而後針對所回收之395份有效問卷進行分析。透過迴歸分析的結果顯示：消費者知覺CSR之經濟、法律、道德及慈善責任，分別對口碑傳播意願有顯著正向之影響；品牌知名度與品牌聯想皆分別對於消費者知覺CSR(經濟、法律、道德及慈善責任)與口碑傳播意願之間有顯著正向之干擾效果。最後，根據本研究結果提出相關管理意涵，予以企業於策略運用時之參考依據。 Nowadays, corporate social responsibility (CSR) is widely valued and respected by the whole world. It’s regarded as an important strategy to promote sustainable de-velopment and take into account social moral consciousness. It also becomes the nec-essary factors for management. However, when corporates try to implement CSR, does consumers' perception of CSR affect their word-of-mouth (WOM) intention? In addi-tion, do the characteristics of the corporate, such as brand awareness and brand associ-ation moderate with consumers' perception of CSR and their WOM? To ensure that respondents have enough ability to understand the connotation of CSR, target re-spondents must be office workers. This study uses online questionnaires and conven-ient sampling to collect data. 395 valid questionnaires were collected for data analysis. Through regression analyses, results show that CSR (economic, legal, ethical, and philanthropic responsibilities) have significant and positive influence on consumer’s WOM. Furthermore, results confirm the significant and positive moderating effects of brand awareness/ association on relationship between CSR (economic, legal, ethical, and philanthropic responsibilities) and consumer’s WOM. Based on results, academic and managerial implications, and future research directions are presented.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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