- 會議論文
企业社会责任对消费者购买意愿之影响：探讨企业声誉和产品感知质量的中介作用
The Impact of Corporate Social Responsibility on Consumers' Willingness to Purchase: Explore the Intermediary Role of Corporate Reputation and Product Perceived Quality
摘要
随着经济的发展与社会的进步以及企业规模的不断扩大，企业之间的竞争焦点已经从产品质量不断提升转变为企业社会责任的履行和实施。企业对于消费者的购买意愿的关键因素从产品质量的满意和企业声誉的好坏转变成为对企业社会责任的关注，因此履行企业社会责任是提高企业绩效的重要一个环节。对于掌握消费者购买意愿必须要清晰了解到消费者的关注点，其中哪些会影响消费者的购买决策，从而为企业带来收益。本研究将借鉴国内外学者文献，通过探究消费者购买意愿的影响因素，对其各个环节进行问卷调查和数据分析，同时通过分析着重探讨企业社会责任对消费者购买意愿的影响。本研究宗旨在探析企业社会责任对消费者购买意愿的影响，并以产品感知质量和企业声誉为中介变量，对中高端手机消费者进行问卷调查。最后根据研究结果确定企业社会责任对消费者购买意愿并无显著影响作用，但企业社会责任的履行和实施会提升消费者内心的好感度，从而促使消费者产生优先购买的思想。产品感知质量和企业声誉起到中介作用。
並列摘要
Within decades after industrial age to internet popularity at age after millennium, competition between enterprises and homogeneous products have been increased to different level. Thus, the focus of service and product among business fields will not be only from product quality and price favorability. Turning that corporate social responsibility and business entity of its reputation have become the key factors of consumer perception and their favorability while purchased and selected on brands. In order to study the purchase intention nowadays by users and consumers, this paper will draw on local and international scholars' works, literature and papers, exploring the major factors that affect by conducting questionnaire surveys and data analysis on mid-to-high end mobile phone users, whereas link and focus on how corporate social responsibility and reputation, leading to purchase intention and perception of business service/product as well as to product quality insight through analysis.
延伸閱讀
- 高毅剛（2022）。消費者知覺企業社會責任對產品購買意願之影響—動機歸因與企業形象的調節效果〔碩士論文，中原大學〕。華藝線上圖書館。https://doi.org/10.6840/cycu202201523
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- 林宗賢（2023）。探討企業社會責任對購買意願之影響：企業形象與知覺價值作為中介變項〔碩士論文，台南應用科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0098-2405202321472200
- Koh, T. H., & Fang, W. C. (2012). 企業社會責任對消費者購買意願影響之研究－品牌依附及品牌形象之中介效果. 企業管理學報, (94), 41-68. https://www.airitilibrary.com/Article/Detail?DocID=10259627-201209-201210150026-201210150026-41-68
- 陳怡潔（2015）。The Relationship between Employees Perception of Corporate Social Responsibility and Their Participation in Corporate Social Responsibility Activities: The Mediating Effect of Organizational Identification.〔碩士論文，國立中央大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0031-0412201512054396