The Impact of Corporate Social Responsibility Investment on Consumer’s Housing Decision

• Main Authors: Huang,Chien-Wei, 黃建偉
• Other Authors: Huang,Chung-Fah
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/77006651857020559683

碩士 === 國立高雄應用科技大學 === 土木工程與防災科技研究所 === 98 === As globalization, enterprises more and more focus on the implementation in the field of CSR. There is correlative research between consumers and CSR in recent years, which also found that CSR had a significant impact on the consumption of consumer intention. However, the above studies were aimed at the effect of CSR from consumer point of view; they did not explore the characteristics of consumers influence on the performance of CSR in-depth understanding and investigation, the case is also in the construction industry. Consumers are the major survey participants of this study, samples are the various training of school students (such as工地主任班), provide 500 questionnaires to them, while the valid samples are 280 of total. Moreover, using SPSS statistical software to analyze the main findings of the consumers’ price perception and brand attitude on the influences of purchasing houses decision and CSR has a significant positive correlation, confirmed to some extent among the relationship of these three, and the result has found fully consistent with the conditions of mediator. That is, the consumers’ sensation on price level has no directly affect on the purchasing houses decision and CSR, while through enhance the brand attitude that has an indirect effect on the purchasing houses decision and CSR. Therefore, the consumers’ price perception, brand attitude and impact of CSR on purchasing houses decision have fully mediating effect.