隨著環保意識的抬頭及科技的進步,越來越多汽車品牌因為法規、社會責任等因素而推出新能源車款,許多台灣的消費者也因為稅負減免、新潮、省油等種種原因選擇購入新能源車款。因此本研究特別以新能源汽車(前)車主為對象,深入探討企業社會責任對於品牌功能形象及品牌情感形象的影響,以及品牌功能形象與品牌情感形象對於態度品牌忠誠與行為品牌忠誠的影響。 本研究回收的有效樣本為 447 份問卷,經 CFA 驗證性因素分析、 SEM 結構模型分析及路徑分析後驗證結果如下:一、企業社會責任對 於品牌功能形象及品牌情感形象有顯著正面影響;二、品牌功能形象及品牌情感形象對於認知品牌忠誠有顯著正面影響;三、認知品牌忠誠對於情感品牌忠誠有顯著正面影響;四、情感品牌忠誠對於意動品牌忠誠有顯著正面影響;五、意動品牌忠誠、品牌功能形象及品牌情感形象對於行為品牌忠誠有顯著正面影響;最後,本研究綜合上述的 研究結果並提出管理意涵及理論意涵,並對後續的研究者提出具體建議及未來研究之參考。
In recent years, with the rising awareness of environmental protection and the advancement of technology, more and more auto brands have introduced alternative fuel vehicles due to factors such as regulations and social responsibilities. Many consumers in Taiwan are also due to various reasons such as tax reduction, trendy, and fuel saving. Choose to purchase alternative fuel vehicles. Therefore, this study specifically targets the (former) owners of alternative fuel vehicles to deeply explore the impact of corporate social responsibility on brand image and the impact of brand image on brand loyalty. The valid samples recovered in this study are 447 questionnaires. The verification results after confirmatory factor analysis (CFA), structural model analysis (SEM) and path analysis are as follows: 1. Corporate social responsibility has a significant positive impact on brand functional image and brand emotional image; 2. Brand functional image and brand emotional image have a significant positive impact on cognitive brand loyalty; 3. Cognitive brand loyalty has a significant positive impact on affective brand loyalty; 4. Affective brand loyalty has a significant positive impact on conative brand loyalty; 5. Conative brand Loyalty, brand functional image, and brand emotional image have significant positive effects on behavioral brand loyalty. Finally, this study synthesizes the research results and proposes management implications and theoretical implications, and provides suggestions for follow-up researchers and references for future research directions.