- 學位論文
大學執行社會責任影響大學品牌承諾與電子口碑之研究
Research on the Impact of University Social Responsibility on University Brand Commitment and eWOM
摘要
近年來，社會責任為一種道德標準，不僅是企業也是學校的一個重要課題。然而，社會責任在學術界尚未得到深入的探討。因此，本研究探討了大學社會責任影響大學品牌承諾和電子口碑意圖。首先，本研究探討大學社會責任對服務品質、滿意度、品牌情感及競爭優勢的關係；其次，探討了服務品質、滿意度、品牌情感與競爭優勢、品牌承諾和電子口碑意圖之間的關係。 本研究共收集484份有效問卷並利用AMOS 2.0測試研究假設。研究結果顯示，USR對服務品質、滿意度、品牌情感、競爭優勢有直接影響。然而，除了滿意度和品牌承諾外，服務品質對電子口碑意圖的影響顯著。在接下來的研究結果中，滿意度顯著且正向地影響品牌情感和電子口碑意圖，對品牌承諾沒有顯著影響；而品牌情感對競爭優勢有較顯著的正向影響。最後，競爭優勢對品牌承諾和電子口碑都有正向影響。本研究在最後提出理論與管理之建議，供其他學者作為未來研究發展。
並列摘要
Recently, Social Responsibility (SR) is an important topic for not only companies but also schools to consider as a moral standard and take as a responsibility for the current society. Nevertheless, social responsibility has not been dealt with in depth in the academic field. Therefore, this study investigates the impact of university social responsibility on university brand commitment and Electronic Word-of-Mouth (eWOM). Firstly, the study finds the relationship between university social responsibility (USR) to service quality, satisfaction, brand affect, and competitive advantage. Furthermore, it examines the relationship between service quality, satisfaction, brand affect, and competitive advantage, brand commitment, and eWOM. This study involves 484 respondents and utilizes AMOS 2.0 to test the hypotheses. The outcomes show USR has direct impacts on service quality, satisfaction, brand affect, competitive advantage. However, service quality does not exist notable influences on both satisfaction and brand commitment except eWOM. In the next result, satisfaction significantly and positively involves brand affect and eWOM except brand commitment. In addition, brand affect has also shown a significant and positive influence on competitive advantage except for brand commitment and eWOM. Besides, satisfaction does not have an indicative influence on brand commitment, but significant impacts on eWOM. Finally, competitive advantage has both positive effects on brand commitment and eWOM. Lastly, this study gives the theoretical and managerial implications and puts suggestions for future research.