自行車消費者企業社會責任知覺與價格溢酬之研究－以滿意度為中介變數

Corporate Social Responsibility and Price Premium of Bicycle Consumers: Satisfaction as a Mediator

王志全(Chih-Chuan Wang) ； 陳信憲(Bryan H. Chen)

《臺灣體育運動管理學報》 16卷2期 (2016/12) Pp. 37-58

https://doi.org/10.6547/tassm.2016.0009

摘要

目的：本研究旨在探究企業社會責任對消費者價格溢酬影響之研究，並以消費者滿意度為中介因子來檢視其影響關係。方法：採問卷調查法針對自行車消費者進行立意取樣，並以企業社會責任、消費者滿意度與價格溢酬之量表為研究工具進行資料蒐集，共回收287份有效問卷，所得資料以描述性統計、驗證性因素分析與結構方程模式進行資料分析。結果：企業社會責任顯著影響消費者滿意度與價格溢酬，且消費者滿意度對價格溢酬亦有顯著影響效果；此外，消費者滿意度有效中介企業社會責任對價格溢酬之影響。結論：自行車企業可透由企業社會責任之實踐，促使消費者對企業感到滿意和產生價格溢酬，而滿意度高的消費者亦會對企業產生價格溢酬，並增強企業社會責任對價格溢酬之解釋。故依此結論，研究提出企業應善盡企業社會責任，並強化企業社會責任訊號之宣導，以及注重消費者滿意度和未來研究方向等建議供企業與相關單位參考。

關鍵字

自行車 ； 企業社會責任知覺 ； 中介效果

並列摘要

Purpose: This study investigated the impact of corporate social responsibility on customer price premium and explored the mediating effect of customer satisfaction between corporate social responsibility and customer price premium. Methods: This study administered a survey and applied purposive sampling to collect data from bicycle consumers; the adopted measures included the corporate social responsibility scale, customer satisfaction scale, and customer price premium scale. A total of 287 valid questionnaires were returned. The data were analyzed using descriptive statistics, confirmatory factor analyses, and structural equation modeling. Results: Corporate social responsibility significantly affects customer satisfaction and price premium; customer satisfaction significantly affects price premium. Regarding the mediating effects, customer satisfaction partially mediates corporate social responsibility and price premium. Conclusion: Bicycle enterprises can establish consumer satisfaction through corporate social responsibility activities when they interact with their consumers, and this influences price premium. Furthermore, consumer satisfaction positively influences price premium. Consequently, enterprises should dedicate themselves to corporate social responsibility, promote efforts of this nature in public, and focus on customer satisfaction. Finally, this paper provides suggestions for future reference for enterprises or other related units that are in search of future research directions.

並列關鍵字

bicycles ； corporate social responsibility perception ； mediating effect

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