探討企業社會責任、企業形象與消費行為之關係－以台中新光三越百貨公司為例

Exploring the Relationships among Corporate Social Responsibility, Corporate Image and Consumer Behavior: Case Study of Taichung Shin Kong Mitsukoshi Department Store

賴麗香(Li-Hsiang Lai) ； 黃楹家(Ying-Jia Huang)

《建國科大社會人文期刊》 32卷1期 (2013/01) Pp. 61-82

摘要

本研究旨在於探討消費者對台中新光三越百貨公司的企業社會責任、企業形象、知覺服務品質與消費意願之相關影響。以台灣中部地區的消費者為對象，採用問卷調查法，蒐集476份有效樣本，經差異性分析與影響性分析，結果發現：一、高中職族群、工業族群，以及所得水準為2~3萬元等族群對於前往台中新光三越消費意願相對偏低，顯示公司已將市場定位與區隔，商品無法符合上述族群的購買需求，但本研究仍建議銷售精美適宜商品以兼顧上述族群，全面性的提高正向評價。二、企業社會責任對於企業形象有顯著的正面影響效果，且法律責任與經濟責任對於企業形象的影響較高；而慈善責任與知覺服務品質會顯著正向影響消費者消費意願，但本研究也發現道德責任、法律責任與經濟責任並不會正向影響消費者消費意願；因此，新光三越不應只以經濟利益為目標，達到股東利潤的最大化，也應善盡慈善責任，回饋社會大眾，更應落實法律與道德層面的責任成為全國企業楷模，更加提升消費者對新光三越企業形象與知覺服務品質的認同度，直接與間接誘發消費者更高的消費意願，有助於營運績效。

關鍵字

企業社會責任 ； 企業形象 ； 消費意願 ； 知覺服務品質

並列摘要

The purpose of this study was to explore the relationships between corporate social responsibility, corporate image, perceived service quality and purchase intention for Taichung Shin Kong Mitsukoshi department store corporate in central Taiwan. In this study, we collected 476 valid samples about the consumers of Taichung Shin Kong Mitsukoshi department store corporate. We conducted the difference analysis and influence analysis, based on the results, the following conclusions were reached: First, the consumers of the high school groups, industrial groups, income levels about NT $ 20000~30000 groups whose purchase intention relatively low in the corporate. The company has clearly market segmentation, commodities can not match up to their expectations, but we still recommends that the corporate may sale beautifully appropriate commodity in order to improve the positive evaluation. Second, corporate image has significant positive effects on corporate social responsibility, and the ethic and legal responsibility has higher impact on corporate image. Philanthropic responsibility and perceived service quality would affect consumers' purchase intention, so Shin Kong Mitsukoshi corporate should fulfill philanthropic responsibility, enhance consumer' recognition on corporate image and perceived service quality by their influence relations, further improve consumers' purchase intention that will help to upgrade the operation performance of Shin Kong Mitsukoshi corporate.

並列關鍵字

corporate social responsibility ； corporate image ； purchase intention ； perceived service quality