電信業善因行銷活動、企業形象與顧客購買意願關係之研究－兼論信任之調節效果

The relationships among caused- related marketing, corporate image and purchase intention of telecommunications industry-the moderating effect of trust

程銘美(Ming-Mei Cheng)

指導教授 ： 吳坤山

共同指導教授 ： 羅惠瓊

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.00060

摘要

隨著全球電信自由化的趨勢來臨，國內電信業開始進入自由競爭的時代，未來國內電信業者最重要的挑戰，在於如何提供多元化的服務及高水準服務品質以建立良好之企業形象。就目前市場而言，各行各業皆有很多善因行銷活動成功的案例，但有關電信業善因行銷活動之相關研究，卻付之闕如。緣此，本研究希望以電信消費者為研究對象，探討當電信業者實施善因行銷活動時對於企業形象、消費者信任與顧客購買意願之影響。
在確定研究動機、擬定研究方向及研究目的後，針對國內外之相關文獻加以歸納整理，再根據其理論基礎建立本研究之架構與假說。問卷調查對象以中華電信客戶為主要研究對象，並針對回收的有效樣本355份資料，進行敘述性統計、因素分析、信度分析、ANOVA分析、相關分析及多元迴歸分析，最後根據實證之結果提出主要研究結論如下：
1. 善因行銷活動對企業形象具有部分正向影響，其中善因行銷活動中的社會福利對企業形象的影響力大於學術教育，而醫療保健則對企業形象則無顯著影響。
2. 企業形象對消費者購買意願有顯著的正向影響。
3. 善因行銷活動對顧客購買意願具有部分正向影響，其中善因行銷活動中的社會福利對顧客購買意願的影響力大於學術教育，而醫療保健則對顧客購買意願則無顯著影響。
4. 企業形象對消費者購買意願影響中，高顧客信任的干擾效果大於低顧客信任者。

關鍵字

電信業 ； 善因行銷 ； 企業形象 ； 購買意願 ； 信任

並列摘要

Duing to the global telecom liberalization trend, Our domestic Telecom began entering into the free competition marketing, the most important challenge of the domestic telecommunications operations in the future is how to provide a wide range of services and a high level of quality of service, in order to establish a good corporate image.Recently we can find many success stories of cause-related marketing activities, but nothing in the telecom industry,. That is why, this study hopes to consumers as the object of study, if telecom industry put cause-related marketing activities into practice,how it will be affect the corporate image, marketing campaigns consumer trust and a customer purchase intention.
This thesis began by reviewing the relevant articles, and the reserach framework and hypotheses were developed according to relevant theories. This research use the questionnaire survey on Chunghwa Telecom customers and analyzes 335 efficient samples by performing descriptive statistics, factor analysis, reliability analysis, ANOVA, correlation and multiple regression analyses. After the empirical research, the major finding as follows:
1. Cause-related marketing activities has partial positive effects on corporate image in which the social welfare of cause-related marketing activities have more influence to corporate image than academic education, and medical care has no significant effect on corporate image.
2. Corporate image has significant positive influences on consumer purchase intention.
3. Cause-related marketing activities has some positive effects on customer purchase intention, and social welfare in cause-related marketing activities on customers ' purchase intention is more influence than academic education, and health care has no significant effect on customers ' purchase intention.
4. The moderating effects of high customer trust in the influence of corporate image on consumers’ purchase intention is greater than that of low customer trust.

並列關鍵字

Telecommunications industry ； cause-related marketing ； corporate image ； purchase intention ； trust

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