品牌知名度與企業社會責任對購買意願之研究-以中部地區銀行為例

A Study of Brand Awareness and Corporate Social Responsibility on Purchase Intention-A Case Study of The Banks in Central Taiwan

黃靜怡(Ching-Yi Huang)

指導教授 ： 張麗娟

國立虎尾科技大學/管理學院/財務金融研究所/碩士(2014年)

摘要

本研究以2013天下雜誌評選結果，具有企業社會責任的銀行為研究母體，研究對象為銀行消費者，探討品牌知名度的銀行，是否會因為有落實企業社會責任，因而更加深在消費者心中對銀行商品的購買意願。本研究採用問卷調查法蒐集資料，扣除填答不全等無效問卷後，共回收468份，回收率93.6％。並以SPSS 20.0及AMOS 22.0進行統計分析。
實證研究結果顯示:(1)消費者的不同婚姻狀況對社會參與有正向影響(2)消費者的不同年齡對購買意願有正向影響(3)消費者對於銀行的的品牌辨認，具有正向影響(4)消費者對於銀行做好公司治理與企業承諾，具有正向影響(5)在品牌知名度中，以品牌的辨認對於企業承諾、社會參與和環境保護有正向影響。最後本研究依據上述研究結果，提出具體理論和實務意涵 。

關鍵字

品牌知名度 ； 購買意願 ； 企業社會責任

並列摘要

This study is conducted based on the vote results of Common Wealth Magazine 2013 with the banks bearing corporate social responsibility (CSR) as the matrix and the bank consumers as the study object to explore if there is a possibility that a bank with a famous trademark deepens purchase intentions of customers further in case of the implementation of CSR. This study uses the questionnaire survey method to collect data, after deduction of those uncompleted and invalid questionnaires, 468 copies were collected in all with recovery rate at 93.6%. The statistical analysis is carried out with SPSS 20.0 and AMOS 22.0.
The empirical results show: (1) consumers have a positive impact on social participation in accordance with different marital status; (2) consumers have a positive impact on the purchase intention according to the different ages; (3) consumers have a positive impact on the brand identification of the banks; (4) consumers have a positive impact on banks’ performance of corporate governance and commitments; (5) in brand awareness, the brand identification has a positive impact on the corporate commitment, social participation and environmental protection. At the end of the study, based on the above results, theoretical and practical implications are presented.

並列關鍵字

brand awareness ； purchase intention ； corporate social responsibility

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