| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 99 === With the rapid globalization progress and technology developments, enterprises are taking various strategies for benefits in confronting with severer market competition.Besides, in responding to the threats of climate changes and financial turbulence, Corporate Social Responsibility (hereinafter as CSR) and Sustainable Developments are becoming topics for global public discussions recently.Nevertheless, with the limitations on the studies between modern consumers and CSR, especially from consumers’ viewpoints, it is discerned that price is not minded by modern consumers, rather than raw materials, product quality, environment friendliness, services, or other rights and interests, which have influence upon the purchase behavior and re-purchase willingness of consumer.This study discovered that the consumer will balance against the enterprise directly by asking that the production process should be in compliance with economic customs or legal regulations. The enterprise, on the contrary, will fully implement its social responsibilities indirectly by educating the consumer behavior, cognition, and habits.
This study discussed the relationship between different CSR and consumer satisfaction, with the analysis to the impact of interference effect by consumer involvement levels and consumer satisfaction.Among the total 900 surveys, 813 copies were responded and validity ratio was 84.6%.This study showed that there was a positive relation between consumer satisfaction and CSR implementations, and in addition, there was no moderation effect between consumer satisfaction and consumer involvement to compulsory CSR.Due to the significantly positive relation between consumer satisfaction and voluntary CSR, it implied that the higher involvement levels of individual consumer, products and situational factors, the more positive influence on the relationship between voluntary CSR and consumer satisfaction, repurchasing willingness, and loyalty.The conclusions of this study suggested that the interactive communication approach between CSR and the consumer results in a mutually escalating influence. Moreover, establishment of impartial third party surveillance will insure the effects and validity of CSR implementations. Finally, the enterprise should focus on strategic CSR ends in its long-term operation for creating synergy of lasting effective integration on social resources and allocation of responsibilities.
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