企業社會責任、企業形象、知覺風險、服務品質對消費者滿意度之影響 -以統一企業集團為例

Impacts of CSR、Corporate Image、Perceived Risk and Service Quality on Consumer Satisfaction-Evidence from Uni-President Enterprises Corp.

廖思婷(Si-Ting Liao)

指導教授 ： 張瑞娟

嶺東科技大學/管理學院/國際企業系碩士班/碩士(2018年)

摘要

本研究期望藉以消費者觀點，探討企業社會責任、企業形象、知覺風險、服務品質對消費者滿意度之影響，以提供企業永續經營之參考。本研究以問卷調查法，採用便利性隨機取樣，從2017年10月開始進行，至2018年3月15日結束問卷調查作業。共計發放204份問卷，回收有效問卷共204份，有效回收率100%(204/204)。將問卷調查所得資料，以SPSS 21.0統計套裝軟體，對本研究各項假設，進行資料分析與處理工作。所採用之統計方法包括敘述統計分析、信效度分析、相關分析、迴歸分析、單因子變異數分析。本研究分析結果如下：（一）企業社會責任對企業形象有顯著性的正向影響。（二）企業社會責任對知覺風險有顯著性的負向影響。（三）企業社會責任對服務品質有顯著性的正向影響。（四）企業社會責任對消費者滿意度有顯著性的正向影響。（五）企業形象對消費者滿意度有顯著性的正向影響。（六）知覺風險對消費者滿意度有顯著性的負向影響。（七）服務品質對消費者滿意度有顯著性的正向影響。（八）人口統計變數對企業社會責任、企業形象、知覺風險、服務品質、消費者滿意度有部分的顯著性的差異。

關鍵字

企業社會責任 ； 企業形象 ； 知覺風險 ； 服務品質 ； 消費者滿意度

並列摘要

The purpose of this research was to explore Impacts of CSR、corporate image、perceived risk and service quality on consumer satisfaction - Evidence from Uni-President Enterprises Corp. However, due to the limited amount of samples taken, those study results would be biased. Therefore, this study uses a questionnaire survey and uses random sampling for convenience. It started from October 2017 and ended the questionnaire survey on March 15, 2018, in a total sample of 204 with valid collection rates of 100%. The data gathered were thus analyzed using descriptive statistics, Pearson correlation analysis, multiple regression models & ANOVA. The results indicate that (1) There will be a significantly positive relationship between CSR and corporate image. (2) CSR has a significantly negative impact on perceived risk. (3) There will be a significantly positive relationship between CSR and service quality. (4) CSR has a significantly positive impact on consumer satisfaction. (5) There will be a significantly positive relationship between corporate image and consumer satisfaction. (6) Perceived risk has a significantly negative impact on consumer satisfaction. (7) There will be a significantly positive relationship between service quality and consumer satisfaction. (8) Demographic variables have significant differences in CSR、corporate image、perceived risk、service quality and consumer satisfaction.

並列關鍵字

CSR ； Corporate Image ； Perceived Risk ； Service Quality ； Consumer Satisfaction

參考文獻

Fombrun, C., & Shanley, M. (1990). WHAT'S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY. Academy of Management Journal, 33(2), 233-258. doi:10.2307/256324

McWilliams, A., & Siegel, D. (2001). CORPORATE SOCIAL RESPONSIBILITY: A THEORY OF THE FIRM PERSPECTIVE. Academy of Management Review, 26(1), 117-127. doi:10.5465/AMR.2001.4011987

一、中文文獻

丁瑞華 & 張育瑄. (2016). 企業形象、廣告訴求和消費者屬性對消費者購買意願 影響之研究，紡織綜合研究期刊，第26卷，第2期，頁53 - 68。

王永才&諸承明(2016) 服務品質對顧客滿意度影響之研究－以企業社會責任及企業形象為干擾變項，中原企管評論，第14卷，第1期，頁25 - 53。