企業社會責任、品牌形象與產品屬性對購買意願之影響

The Impact of Corporate Social Responsibility, Brand Image and Product Attribute on Purchasing Intention.

陳穎姿(Ying-Zi Chen)

指導教授 ： 卓為智

嶺東科技大學/管理學院/行銷與流通管理系碩土班/博士(2019年)

摘要

追求美是人的天性，隨著生活品質逐漸提升、健康意識的抬頭、友善環境的重視，消費者在購買保養品時也愈來愈謹慎，相對的保養品已成為不可或缺的日常必需品，而訴求天然有機、無化學添加的保養品已成為消費者的購買要素。
本研究主要探討企業社會責任、品牌形象與產品屬性對消費者購買意願之影響，以近期內有購買天然性保養品的消費者為研究對象，共發放150份問卷，有效問卷數量為130份研究結果顯示：（1）企業社會責任對產品屬性無正向顯著影響；（2）企業社會責任對產品屬性有正向影響；（3）品牌形象對購買意願無正向顯著影響：（4）產品屬性對購買意願有正向影響；（5）產品屬性對品牌形象有正向影響。

關鍵字

企業社會責任 ； 品牌形象 ； 購買意願 ； 產品屬性

並列摘要

The pursuit of beauty is the nature of human beings. With the gradual improvement of the quality of life, the rise of health awareness, and the importance of friendly environment, consumers are becoming more and more cautious when purchasing skin care products. Rel-ative care products have become indispensable daily necessities. The demand for
natural and organic, non-chemically added skin care products has become a consumer's purchase factor.
This study mainly explores the impact of corporate social responsibility, brand image and product attributes on Purchase Intention. to purchase. A total of 150 questionnaires were distributed to consumers who purchased natural skin care products in the near future. The number of valid questionnaires was 130. research shows:
（1） Corporate Social Responsibility has a positive influence on Brand Image .
（2） Corporate Social Responsibility has a positive influence on Product Attribute.
（3） Brand Image has a positive influence on Purchase Intention.
（4） Product Attribute has a positive influence on Purchase Intention.
（5） Product Attribute has a positive influence on Brand Image.

並列關鍵字

Corporate Social Responsibility ； Brand Image ； Product Attribute ； Purchase Intention.

參考文獻

參考文獻

壹. 英文資料參考

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3. Bagozzi, R. P., & Burnkrant, R. E. J. J. o. p. s. p.（1979）,“Attitude organization and the attitude–behavior relationship”Vol.37,No6,pp.913.