企業社會責任、企業形象、消費者態度與行爲意向關係之實證研究

An Empirical Study of the Relationship among Corporate Social Responsibility, Corporate Image, Consumer's Attitude and Behavioral Intentions

魏文欽(Wen-Chin Wei) ； 莊怡萱(Yi-Hsuan Chuage)

《International Journal of Lisrel》 2卷2期 (2009/09) Pp. 1-21

https://doi.org/10.30063/IJL.200909.0001

摘要

企業社會責任概念與實務發展，近年已成爲學術上重要議題及公司商業議程中具重要地位。目前台灣旅館業者於環保議題尚屬推動階段，仍需諸多輔助政策，而消費者的支持，係業者推動社會責任一大主因。本研究以消費者觀點，探討當旅館業者執行社會責任時，對企業形象及消費者態度、意向之影響。
抽樣範圍以旅館家數最多的台北市，以年滿十八歲以上民眾爲問卷對象。以結構方程模式(SEM)驗證各變數間因果關係，並建構整合模式。
實證結果：一、企業社會責任對企業形象、消費者態度、行爲意向皆具正向影響；二、消費者態度與企業形象、行爲意向皆具正向影響；三、企業形象對消費者態度無顯著關係。當業者推行環保措施，可降低營運成本，並提升企業形象，吸引具有環保意識的旅客前來消費，創造綠色服務業新商機。

關鍵字

企業社會責任 ； 企業形象 ； 消費者態度 ； 行爲意向 ； 環保旅館 ； 結構方程模式

並列摘要

Corporate Social Responsibility (CSR) has emerged in recent years as both an important academic construct and a pressing corporate agenda item. Presently, hotelier promote social responsibility about environmental issue in hotel industry of Taiwan, it needs more complementary policies to help the development of hotel industry, and the principal reason that is support of consumer.
This study focuses in Taipei where is most hotel there, include the consumers are above 18 years old, and collected data were analyzed by Structural Equation Model (SEM) to empirical causal relationship, and building integrating model.
Through consumer's viewpoint, the purpose of this study is to examine the correlation among corporate image, consumer's attitudes, and behavioral intention when the hotelier to promote social responsibility.
The empirical results include as the following: (1) Corporate Social Responsibility has significant influence on corporate image, consumer's attitudes, and behavioral intention. (2) Consumer's attitudes has significant influence on corporate image, behavioral intention. (3) Corporate image no influence on behavioral intention. When hotelier promote environmental practices, it can reduce the operating costs but also improving corporate image and attractive green consumers to create business opportunities on green service.

並列關鍵字

Corporate Social Responsibility. Corporate Image ； Consumer's Attitude ； Behavioral Intentions ； Green Hotel ； Structural Equation Modeling