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系統識別號 U0026-2106201718402000
論文名稱(中文) 廠商企業社會責任之表現在危機當中對消費者購買意圖的影響
論文名稱(英文) The Influence of Corporate Social Responsibility on Consumer Purchase Intention during a Crisis
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 105
學期 2
出版年 106
研究生(中文) 江韋儀
研究生(英文) Wei-Yi Chiang
學號 R66044033
學位類別 碩士
語文別 中文
論文頁數 68頁
口試委員 共同指導教授-蔡惠婷
指導教授-張紹基
口試委員-謝惠璟
中文關鍵字 企業社會責任  CSR  產品涉入  調節焦點  危機 
英文關鍵字 Corporate Social Responsibility  CSR  Product Involvement  Regulatory Focus  Crisis 
學科別分類
中文摘要 危機是廠商期望能夠完全避免的事件,危機一旦發生往往對企業造成莫大的威脅,因此各企業總是想盡辦法避免危機發生或者降低危機發生後所帶來的衝擊。而近年來越來越多企業投入企業社會責任(Corporate Social Responsibility, CSR)的活動,認為從事CSR活動不僅能對社會有所貢獻,提升企業形象,當負面事件發生時,更能減輕事件對企業造成的負面影響;然而,也有文獻顯示當具備高企業社會責任意識的廠商發生負面事件時,消費者反而更譴責該企業,認為這是一間高CSR意識的公司所不可發生的事。
因此,本研究將探討在危機當中廠商企業社會責任之表現對消費者購買意圖的影響,並以產品安全與健康事件為危機情境,同時根據文獻缺口,加入產品涉入與消費者調節焦點等變數,本研究共發放200份問卷,經資料分析後之結果顯示,當廠商發生產品安全與健康事件這類嚴重性較意外事件小的危機時,其企業社會責任之表現與消費者購買意圖呈顯著正相關,亦即廠商CSR能夠減輕危機對消費者產生之負面影響,另外在同樣情況下,消極性產品涉入在CSR與消費者購買意圖之前呈顯著負相關調節,促進型調節焦點對購買意圖具有顯著正向調節效果。
英文摘要 Crisis is one of the events that firms are reluctant to encounter. Due to the threat and harm it may cause, companies endeavor to avoid crises occurring or reduce the impact of the crisis. Nowadays there is an increasing number of enterprises engaging in the corporate social responsibility (CSR). It is deemed that CSR engagement can not only make contribution to the society and enhance the corporate image but also decrease the negative influence when the negative events occur. However, some research showed that when a negative event occurs to a firm with high CSR consciousness, consumers instead will reprimand the firm for its intolerable deed that should not be committed by a highly CSR conscious firm.
Hence, the purpose of this study is to explore the influence of corporate social responsibility on the consumer purchase intention during a crisis which in the current study is product safety and health incidents. Meanwhile, product involvement and consumer regulatory focus are included as the variables. 200 questionnaires were delivered and collected for data analysis. The result proves that when enterprises encounter product safety and health incidents which has lower diffusion of victims, CSR is positively related to consumer purchase intention. That is, corporate social responsibility can reduce the negative impact on consumers. Furthermore, negative product involvement has negative moderating effect on the relationship between CSR and consumer purchase intention while promotion regulatory focus has positive moderating effect on it.
論文目次 第一章 導論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究問題 4
第四節 研究流程 4
第二章 文獻探討 5
第一節 危機 5
第二節 企業社會責任 8
第三節 產品涉入 15
第四節 調節焦點 17
第五節 購買意圖 19
第三章 研究方法 22
第一節 研究架構與假設 22
第二節 研究變數與操作型定義 25
第三節 研究設計 29
第四節 資料分析方法 33
第四章資料分析結果 35
第一節 樣本資料分析 35
第二節 敘述性統計 38
第三節 因素分析與信度分析 41
第四節 PEARSON相關分析 49
第五節 迴歸分析 50
第五章 結論與建議 53
第一節 研究結論 53
第二節 研究貢獻 54
第三節 研究限制與後續研究建議 56
參考文獻 58
附錄 研究問卷 66
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