企業社會責任對企業形象、購買意願之研究－以Adidas為例

The Effects of Corporate Social Responsibility on Brand Image and Purchase Intention-Case Study of Adidas

李城忠(Cheng-Jong Lee) ； 何建德(Jian-De Ho) ； 彭麗真(Li-Chen Peng)

《管理資訊計算》 7卷1期 (2018/03) Pp. 99-108

https://doi.org/10.6285/MIC.201803_7(1).0009

摘要

責任對於藉由品牌延伸所建立的企業形象，更能有助於維持相關競爭優勢。Adidas公司的企業社會責任是落實環境管理系統以降低汙染，研發環保製材、開發回收材料應用製成的產品，並要求製程供應鏈的廠商落實環境管理與製材產品技術的研發等措施。本研究以運動用品企業Adidas集團為例，探討企業社會責任對於企業形象及購買意願的影響。研究對象為在臺灣地區具有購買運動商品經驗也能夠識字填答的消費者。發放問卷814份，回收有效問卷754份。資料以結構方程模式(SEM)作為分析工具來進行驗證。研究結果發現：（一）企業社會責任正向影響企業形象。（二）企業形象正向影響購買意願。（三）企業社會責任是經由企業形象正向影響購買意願。

關鍵字

企業社會責任 ； 企業形象 ； 購買意願

並列摘要

Responsibility is more conducive to maintaining the competitive advantage associated with the corporate image built by brand extension. Adidas corporate social responsibility is to implement environmental management systems to reduce pollution, research and development of environmentally friendly materials, the development of recycled materials applications made products, and asked the manufacturer of the process supply chain to implement measures such as R & D of environmental management and material product technology. In this study, Adidas Group, a sports goods company, was used as an example to discuss the impact of corporate social responsibility on corporate image and purchasing intention. The participants of this study include consumers with previous purchase experiences and literacy. A total of 814 questionnaires were distributed, and 754 valid samples were retrieved. The data were analyzed with structural equation modeling (SEM). The findings were as follows: (1) Corporate social responsibility positively affects corporate image. (2) The corporate image positively affects consumers' willingness to purchase. (3) Corporate social responsibility positively affects consumers' willingness to purchase via the corporate image. Based on the findings, this study proposed suggestions as reference for related industries.

並列關鍵字

corporate social responsibility ； brand image ； purchase intention

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