| Summary: | 碩士 === 淡江大學 === 會計學系碩士在職專班 === 100 === The study explores the relationships between consumers’ perception of business ethics and social responsibility and their perception of price fairness, consumer satisfaction, purchasing intention and complaint as well as conversion intention, and also studies the influence caused by consumers’ purchasing power.
The research questionnaire falls into two situations. The first one is the assumed situation for consumers to gas up and apply for credit cards, and the second one is to investigate consumers’ response to business ethnics and social responsibility. Taking in-service students from EMBA major of Tamkang University as subjects, the research distributes 350 written questionnaires for each research situation, of which, 307 questionnaires for the first situation and 308 for the second situation were returned, with the rate of 87.9%. Adopting the SPSS 18.0 and AMOS 18.0 linear structure analysis software, the research conducts the analysis of the variables, including reliability detection, validity detection, correlation coefficient between variables, narrative statistic analysis on source materials as well as path analysis on the research framework.
The result reveals that the consumers’ cognition on enterprise ethics and social responsibility has positive correlation with perception of price fairness, consumer satisfaction, purchasing intention, and has negative correlation with complaints and shifting purchasing intention. In addition, the influence of consumers’ perception on enterprise ethics and social responsibility on purchasing intention and on complaints and shifting purchasing intention is affected by the mediating effect between perception of price fairness and consumer satisfaction. These mediating effect changes with consumers’ purchasing power. Regarding the mediating effect of perception of price fairness towards purchasing intention, low-income consumers are affected more than high-income consumers, while regarding the mediating effect of consumer satisfaction towards complaints and shifting intention, the situation is opposite.
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