企業社會責任、品牌形象、顧客滿意度對顧客知覺價值之影響—以直銷業為例

The Effect of Corporate Social Responsibility, Brand Image and Customer Satisfaction on Perceived Value: A Case Study of Direct Selling Industry

王昭雄(Jau-Shyong Wang) ； 李思霖(Ssu-Lin Li)

《直銷管理評論》 2卷1期 (2014/12) Pp. 131-153

摘要

近年來企業社會責任已成為企業競爭與學術研究的重要議題，直銷業者如何利用企業資源善盡企業社會責任，是相當值得研究的主題。本研究係以直銷產品消費者為實證對象，探討直銷業者的企業社會責任、品牌形象、顧客滿意度對於顧客知覺價值影響程度，採線上問卷之方式，調查方式蒐集了135份有效樣本，並以部分最小平方法（PLS）進行驗證，研究結果顯示直銷業企業社會責任對品牌形象、顧客滿意度、顧客知覺價值有正向的影響，品牌形象對顧客滿意度、顧客知覺價值有正向的影響，顧客滿意度對顧客知覺價值有正向的影響。

關鍵字

直銷業 ； 企業社會責任 ； 品牌形象 ； 顧客滿意度 ； 顧客知覺價值

並列摘要

In recent years corporate social responsibility (CSR) has become a critical consideration for business and academics. For direct selling industries, how to use limited resources to fulfill CSR, is quite worthy of study topics. This study uses the customers of direct selling as subjects and collects 135 valid questionnaires. Partial Least Squares (PLS) method is applied in the investigation. Analytical results indicate that CSR positively affects brand image, customer satisfaction and perceived value. Similarly, brand image positively affects customer satisfaction and perceived value. Customer satisfaction positively affects perceived value.

並列關鍵字

Direct Selling ； Corporate Social Responsibility ； Brand Image ； Customer Satisfaction ； Perceived Value