The Relationship between Corporate Social Responsibility and Consumers’ Purchase Intention－An Example from Automobile Industry in Taiwan

• Main Authors: Hung-Wei Lin, 林鴻偉
• Other Authors: Weng-kun Liu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/95694621908079315488

碩士 === 逢甲大學 === 國際貿易所 === 100 === There are some negative factors making the automobile industry in Taiwan more competitive such as the rise in price of crude oil, worse quality of air and the constraints of government regulations. To survive in such an intense environment, automobile entrepreneurs’ social responsibility, business intelligence, moral principles and enterprises’ brand image, product attributes become important factors. This study is based on research purposes and past associated literary reviews, and collects the data related to the automobile industry’s corporate social responsibility, brand image, product attributes and consumers’ purchase intention by 414 questionnaires and this study conducts positive analysis through descriptive statistics analysis and Structural Equation Models (SEM). The result of this study shows that CSR indirectly influences consumers’ purchase intention through their awareness about brand image and product attributes.