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系統識別號 U0026-2806201816583000
論文名稱(中文) 善因行銷對購買意願之影響研究—以品牌依附、品牌形象為中介變項
論文名稱(英文) The effects of Cause-Related Marketing on Purchase Intention: Using Brand Attachment and Brand Image as the Mediators
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 106
學期 2
出版年 107
研究生(中文) 洪意欣
研究生(英文) Yi-Hsin Hung
學號 R46051078
學位類別 碩士
語文別 中文
論文頁數 65頁
口試委員 指導教授-莊雙喜
口試委員-康信鴻
口試委員-李憲達
中文關鍵字 善因行銷  品牌依附  品牌形象  購買意願 
英文關鍵字 Cause-Related Marketing  Brand Attachment  Brand Image  Purchase Intention 
學科別分類
中文摘要 企業善盡社會責任一直以來都是備受關注的議題,而學術上企業社會責任主要分為三類:贊助、善因行銷、企業慈善捐款。許多研究都證實善因行銷能有效提升品牌形象,然而相較於國外,台灣實踐善因行銷的案例並不廣見。因此本研究聚焦在善因行銷,以此為主軸加以探討其與購買意願之間的關係。
本研究之目的是探討善因行銷會如何影響購買意願,以及了解品牌依附和品牌形象在兩者之間的中介效果;本次研究共發出436份網路問卷,有效問卷為423份,有效問卷回收率為97.01%。回收之樣本使用因素分析法萃取出有效題項,並以Cronbach’s α檢測其信度是否足夠,接著使用變異數分析、迴歸分析等統計方法進行資料分析與驗證本研究之研究假說。
研究結果顯示:善因行銷對品牌依附、品牌形象及購買意願皆有正向顯著影響;品牌依附與品牌形象也對購買意願有正向顯著影響;而品牌依附與品牌形象在善因行銷與購買意願之間具有部分中介效果。
英文摘要 Corporate social responsibility (CSR) has become a must in recent years. There
were three types of CSR: sponsorship, cause-related marketing and charitable donation. Many studies have confirmed that cause-related marketing can effectively enhance the brand image. However, cause-related marketing is not common in Taiwan. Therefore, this study focuses on cause-related marketing to discuss its influence on the purchase intention.
The purpose of the study is to explore the effects of caused-related marketing on
brand attachment, brand image and purchase intention. A total of 436 questionnaires were issued, of which 423 were valid and the recovery rate was 97.01%. This study uses Cronbach’s α to test reliability and exploratory factor analysis to extract items that are sufficient to validate the study. Then, through statistical methods such as analysis of variance and regression analysis, the data analysis hypotheses in this study are performed.
The results of the study indicated that cause-related marketing have a positive
influence on brand attachment, brand image and purchase intention. In addition, both brand attachment and brand image positively influence purchase intention. While brand attachment and brand image have partial mediating effect on the purchase intention.
論文目次 中文摘要 I
ABSTRACT II
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 4
第一節 善因行銷 4
第二節 品牌依附 8
第三節 品牌形象 10
第四節 購買意願 12
第五節 假設推導 14
第三章 研究方法 17
第一節 研究架構 17
第二節 研究假說 18
第三節 研究變數、操作性定義與衡量 19
第四節 資料分析方法 24
第四章 實證分析與結果 26
第一節 敘述性統計分析 26
第二節 因素分析及信度檢定 32
第三節 人口統計變數在各研究變數之差異性分析 38
第四節 迴歸分析 42
第五章 結論與建議 48
第一節 研究結論 48
第二節 研究貢獻 51
第三節 實務管理意涵 52
第四節 研究限制與未來研究建議 53
參考文獻 54
一、中文部分 54
二、英文部分 55
附錄 正式問卷 62
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