企業履行企業社會責任對消費者購車意願之影響

• Main Authors: Chen,Chih-Hui, 陳智惠
• Other Authors: Tsai,Ming-Chun
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/83756631501657898485

碩士 === 中華大學 === 企業管理學系碩士班 === 99 === The importance of Corporate Social Responsibility (CSR) and how it is being seriously valued by population and corporate day by day in Taiwan due to the following reasons: promotion of mandatory education, awakening of consumers’ consumption awareness, and transparency of information circulation. After Taiwan becomes a member of WTO, there are also other negative factors making the automobile industry in Taiwan more competitive such as cutting down customs duties and impact brought by open market, not to mention the rise in price of crude oil, worse quality of air. A corporate can only distinguish themselves from other competitors by performing CSR in the market, whereas it also wins consumers’ recognition to its business and thereby promote these consumers’ action to purchase. Nevertheless, this study focuses on whether consumers could be aware of the hard work that the industry has been put in the social responsible, and also, whether the actual consumption behavior itself could reflect CSR has been put into the consideration. Therefore, this study aims to discuss whether a corporate which CSR implement could in-fluence consumers’ awareness on brand name awareness and product attributes, and fur-thermore indirectly influences consumers’ purchase intention. In order to accomplish this purpose, this research is based on past associated literary reviews, and collected 321 questionnaires from consumers who had experience of pur-chasing automobiles. On the other hand, this study conducts positive analysis through de-scriptive statistics analysis and Structural Equation Models (SEM). The result of this study shows that CSR causes no direct and obvious influence on consumers’ automobile purchase intention. Instead, CSR indirectly influences consumers’ purchase intention through their awareness about brand image and product attributes.