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

The Influence of Consumer's Perceived Corporate Social Responsibility on Product Purchase Intention—The Moderating Effects of Motivational Attribution and Corporate Image

高毅剛(YI-GANG GAO)

指導教授 ： 嚴奇峰

中原大學/商學院/企業管理學系/碩士(2022年)

https://doi.org/10.6840/cycu202201523

摘要

隨著時代的變遷，消費者越來越重視企業的倫理道德、價值觀、社會責任等，若是企業可以良好的履行企業社會責任，回饋社會大眾，便能夠得到消費者的信任及認同，本研究希望了解消費者的知覺企業社會責任對消費者的產品購買意願所產生的影響；並且，由過去研究發現，消費者會關心企業執行社會責任的動機歸因，根據不同的企業社會責任歸因，消費者會對企業產生不同的態度與行為，本研究希望了解消費者的動機歸因在「知覺企業社會責任對產品購買意願影響」上的調節效果；此外，由學者對於企業社會責任的研究可以發現，企業形象對於企業執行社會責任之結果可能產生關鍵影響，故本研究亦希望了解企業形象在「知覺企業社會責任對產品購買意願影響」上的調節效果。
本研究針對臺灣食品製造公司進行研究，並委託網路問卷公司進行問卷調查，受測者為臺灣各地區民眾，由網路問卷公司扣除填答不完整之無效問卷後，共回收有效問卷487份。回收問卷資料採用SPSS統計軟體作為分析工具，針對本研究所提出之各項研究假設進行檢定，資料經由迴歸分析及階層迴歸分析後，得到研究結果如下：1) 消費者知覺企業社會責任對產品購買意願具有正面影響；2) 消費者的利他動機歸因，會在「知覺企業社會責任對產品購買意願影響」上產生正面的調節效果；3) 消費者的利己動機歸因，會在「知覺企業社會責任對產品購買意願影響」上產生負面的調節效果，但效果未達顯著水準；4) 正面的企業形象，會在「知覺企業社會責任對產品購買意願影響」上產生正面的調節效果；5) 負面的企業形象，會在「知覺企業社會責任對產品購買意願影響」上產生負面的調節效果。本研究根據研究結果進行論並提出相關研究及管理實務上的建議。

關鍵字

知覺企業社會責任 ； 產品購買意願 ； 企業社會責任歸因 ； 企業形象 ； 臺灣食品製造公司

並列摘要

With the changes of the times, consumers pay more and more attention to the ethics, values, social responsibilities of enterprises, etc. If an enterprise can fulfill its corporate social responsibility well and give back to the public, it can gain the trust and recognition of consumers. This study hopes to understand the impact of consumers' perception of corporate social responsibility on consumers' willingness to purchase products. Moreover, past research has found that consumers will care about the motivational attribution of corporate social responsibility. According to different corporate social responsibility attributions, consumers will have different attitudes and behaviors towards companies. This study hopes to understand the moderating effect of motivational attribution on the effect of perceived corporate social responsibility on product purchase intention. In addition, scholars' research on corporate social responsibility can find that corporate image may have a key impact on the results of corporate social responsibility. This study hopes to understand the moderating effect of corporate image on the impact of perceived corporate social responsibility on product purchase intention.
In this study, the survey was conducted by an online questionnaire company to distribute the questionnaires to consumers by asking their responses on different Taiwan food manufacturing companies. By eliminating invalid questionnaires, a total of 487 valid questionnaires were collected. After regression analysis and hierarchical regression analysis of the data, the research results are as follows: 1) Perceived corporate social responsibility has a positive influence on product purchase intention; 2) The attribution of altruistic CSR motivation will have a positive moderating effect on the influence of perceived CSR on product purchase intention; 3) The attribution of self-interested CSR motivation has no significant negative moderating effect on the influence of perceived CSR on product purchase intention; 4) A positive corporate image will have a positive moderating effect on the influence of perceived corporate social responsibility on product purchase intention; 5) Negative corporate image will have a negative moderating effect on the influence of perceived corporate social responsibility on product purchase intention. Based on the research results, this study did some discussion and put forward future research as well as practical recommendations.

並列關鍵字

perceived corporate social responsibility ； product purchase intention ； attribution of corporate social responsibility ； corporate image ； Taiwan food manufacturing companies

參考文獻

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