| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 95 === In recent years, with the rapid economic growth in the Taiwan Region and increase in quality of living of the people, eating out has became a regular habits in everyday. But there are many problems to the food and beverage industry recently, such as the low quality of the food and beverage produce, poorly products stability.The study present a research model for consumers examines the roles of corporate social responsibility attitude, personal value and lifestyle in linking Corporate philanthropy activities with purchase intention.
The result shown that had positive relation between consumer’s attitude to corporate social responsibility, personal value, lifestyle and purchase intention. The regression analysis shown that consumer’s attitude to corporate social responsibility, value and lifestyle had effect on purchase intention. Finally, the consumers were divided into three clusters and labeled “Active philanthrope”, “Non-philanthrope” and “Self-enhancement”. Respondents on the cluster “active philanthrope” tended to highest purchase intention when the chain restaurant supporting minority group. Respondents on the cluster “Self-enhancement” and “Non-philanthrope” tended to highest purchase intention when the chain restaurant supporting environmental protection.
Keywords: Corporate social responsibility, Value, Lifestyle, Chain restaurant.
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