良善理念服務對消費者態度及購買意圖之影響

服務業競爭越來越激烈，如何在消費者心中留下差異化的定位越趨重要。由於食安風暴、環境保護與社會關懷等議題越來越受到人們的重視，具有良善理念的企業更容易吸引消費者的目光。然而，過去關於企業做好事的研究主要聚焦於企業社會責任對消費者態度之影響，甚少研究針對內涵良善理念之零售服務對消費者態度與購買意圖之影響。故本研究旨在建構一觀念性架構，以消費者觀點出發，清楚定義何謂「良善理念服務 (Virtue-Embedded Services)」，並架構出一個完整的模型，探討良善理念的服務對消費者態度及購買行為的影響。研究結果顯示，良善理念服務與顧客-公司價值觀一致性及購買有意義性具有正向關係，而顧客-公司價值觀一致性及購買有意義性亦會正向影響消費者之購買意圖。本研究顯示出良善理念服務對消費者態度及購買意圖之重要影響，並提出可供企業經營者參考之管理意涵。

關鍵字

良善理念服務；顧客-公司價值觀一致；購買有意義性；購買意圖；社會企業；要素行銷

並列摘要

Due to intense competition in service industry, the importance of building differentiated brand position in consumer’s mind has been emphasized. Recently, owing to the aroused issues of food safety, environmental protection, and social concerns, the corporates with virtual concept are much easier to attract consumer’s attention. However, extent literature discussing the impact of “doing good” on customers has mainly focused on the impact of Corporate Social Responsibility (CSR). Limited research has investigated the influence of virtue-embedded service on consumer attitude and purchase intention. Therefore, a theoretical framework was developed to clearly define “virtue-embedded service” and to explore its impact on consumer attitude and purchase intention based on consumer’s perspective. Results indicate that corporate’s virtue-embedded service has positive effects on customer-firm value congruence and purchase significance, which in turn influence consumer’s purchase intention. Implications, limitations and future research directions are then discussed.