| Summary: | 碩士 === 大葉大學 === 事業經營研究所 === 97 === 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.
Its sampling scope is announces it take Ministry of Communications Sightseeing Bureau in 2008 “the Taiwan area sightseeing hotel teaching of arts and crafts and the room number statistical table” as the choice criterion, only chooses hotel teaching of arts and crafts most Taipei to take the sampling scope, and is 18 year old of above populace, took the questionnaire provide object, obtains the research analysis to need the sample. By the structure equation modeling (SEM) real diagnosis research, confirms the enterprise society responsibility, the enterprise image and the consumer manner to of causal relation the behavior intention, and constructs the conformity pattern. The real diagnosis result discovered that, First, the enterprise society responsibility has the forward influence to the enterprise image; Second, the enterprise society responsibility has the forward influence to the consumer manner; Third, the enterprise image has the forward influence to the consumer manner; Fourth, the consumer manner has the forward influence to the behavior intention; Fifth, the enterprise society responsibility has the forward influence to the behavior intention; Sixth, the enterprise image is not remarkable to the consumer manner relates; And constructs the integrity the causal relation pattern .May provide the hotel entrepreneur to carry out the social responsibility the concrete proposal, and does basis of for the reference, by this encouragement environmental protection hotel impetus. In the research sees the consumer to have certain environmental protection knowledge, really, when the consumer understood when what environmental protection hotel, mostly takes a stand regarding the hotel entrepreneur takes the environmental protection work to have the high affirmation and the support, can be glad to choose and the recommendation environmental protection hotel housing, when therefore the entrepreneur carries out the environmental protection measure, except conforms to idea of the environmental protection marker, also can reduce transport business cost effectively, and may promote the enterprise image, the attraction to have the environmental protection consciousness passenger to come to expend, not only the carrying out environmental protection hotel, for a long time looks may reduce the cost, also becomes the favorable base which the future will sell, the creation green service industry new opportunity.
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