| 摘要: | 隨著產業發展、環境意識進步與國際化市場影響，企業社會責任(Corporate Social Responsibility, CSR)已開始受到企業的關注，各企業亦透過不同方式展現其企業社會責任，亦有許多實證說明企業社會責任確實增加消費者對其公司形象的認同，進而延伸至對產品的購買。
本研究以購買個案公司原物料產品之製造業為對象，透過問卷調查及統計分析，來瞭解其企業社會責任、品牌形象、消費者知覺價值等因素對這些個案公司產品顧客的影響，並分析品牌形象、消費者知覺價值因素在企業社會責任與購買意願間的中介效果，並依據分析結果提出相關建議，作為企業推動社會企業責任工作時的參考。
研究結果發現，在購買個案公司產品的企業人員間，個案公司的企業社會責任形象確實對其品牌形象、消費者知覺價值、購買意願具有正向顯著影響(調整後解釋力分別為0.576、0.418、0.557)，品牌形象及消費者知覺價值亦分別對購買意願具正向顯著影響(調整後解釋力分別為0.748、0.688)，品牌形象及消費者知覺價值亦對企業社會責任影響企業採購意願具有顯著中介效果(調整後解釋力分別為0.765、0.761)，本研究所有假設皆成立。
企業社會責任所牽涉的層面應由其製造生產過程所產生的環境影響來思考，如何藉由製程調整，降低負面影響、增加關係人權益，並將產業鏈整體企業社會責任綜效呈現，將會是影響消費者評價企業社會責任的關鍵。
With the development of industry, environmental awareness, and the influence of internationalization, Corporate Social Responsi-bility (CSR) has gradually been taken seriously by enterprises. At present, studies on the CSR of traditional manufacturing suppliers and their willingness to purchase from downstream manufacturers are lacked. Therefore, this study uses a case study of a manufacturing supplier in Taiwan to investigate the correlation between the coopera-tion social responsibility of the raw material supplier and the purchase intention of the downstream manufacturer. The mediating effect of brand image and consumer perception value of the purchaser was also examined.
I collected and analyzed data, targeting present and formal company managers and buyers, by means of a questionnaire survey. This study confirms that the corporate social responsibility image of study case has a positive influence on the brand image among the corporate staff who related to purchase study case’s products. Social responsibility image also has a positive and significant influence on its brand image, consumer perceived value, and purchase intention (ad-justed explanatory power of 0.576, 0.418, and 0.557, respectively). Brand image and consumer perception value also have positive and significant effects on purchase intention (adjusted explanatory power of 0.748, 0.648, 0.648, respectively). The brand image and consumer perception value also have a significant mediating effect on the influ-ence of CSR on corporate purchasing intention (adjusted explanatory power of 0.748, 0.688, respectively). The brand image and consumer perceived value also have significant mediating effects on corporate social responsibility influencing corporate purchase intention (adjusted explanatory power of 0.765 and 0.761, respectively). All the hypoth-eses in this study are valid.
The dimension of CSR should be considered by the environ-mental impact generated by its manufacturing process. How to reduce the negative impact and increase the rights and interests of the stake-holders through adjustments of manufacturing process, and to present the overall CSR effect of the industrial chain should be considered into account. The total CSR performance will be the key to influence consumers' evaluation of CSR. |
