CSR 新興，鐵成真-企業社會責任對企業形象及再購意願之影響

Emerging CSR Must Come True-The Effects of Corporate Social Responsibility on Corporate Image and Repurchase Intention

陳怡穎(YI-YING CHEN)

指導教授 ： 楊凱富

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2019年)

摘要

近年來，企業社會責任於全球成為新興話題，相關議題不僅被各企業重視，社會大眾也開始對企業做出評價及選擇，因此，實行企業社會責任為企業經營之重要考量因素，良好之企業社會責任可促進企業形象，企業形象之提升可以增加消費者之購買意願，且企業社會責任及企業形象皆為消費者作為再購意願之參考依據。本研究以台灣高鐵為例，探討其企業社會責任與企業形象、再購意願之關聯性。本研究共發出350份問卷，研究對象為在臺灣地區具有搭乘高鐵經驗之消費者，有效問卷回收率為94%。
本研究所得結果如下：(1)企業社會責任對企業形象有顯著正向之影響；(2)企業形象對再購意願有顯著正向之影響；(3)企業社會責任對再購意願有顯著正向之影響。

關鍵字

再購意願 ； 企業形象 ； 企業社會責任

並列摘要

Recently, corporate social responsibility (CSR) has become an emerging issue in the business world. Not only have enterprises focused on this issue, but the public has also begun to evaluate and select companies on this basis. This means that the implementation of corporate social responsibility has become a compelling concern. Corporate social responsibility is one of the factors used to improve corporate image. In addition, the improvement of corporate image can increase repurchase intention. Therefore, corporate social responsibility and corporate image are factors in consumers' repurchase intentions. This case study will explore the correlation between corporate social responsibility, corporate image, and repurchase intention for the Taiwan High Speed Rail Corporation. A total of 350 questionnaires were issued in this study, and the valid questionnaire response rate was 94%.
The results of the study were as follows: (1) corporate social responsibility had a significant effect on corporate image; (2) corporate image had a significant effect on repurchase intention; (3) corporate social responsibility had a significant effect on repurchase intention.

並列關鍵字

repurchase intention ； corporate image ； corporate social responsibility

參考文獻

REFERENCES

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