| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 100 === Corporate Social Responsibility (Corporate Social Responsibility) is a very popular concept in recent years. The research examined the influence factors of consumers’ attribution on purchase intention. 240 participants were randomly assigned in a 2 (fit: low / high) x 2 (commitment: short / long term) x2 (communication strategy: proactive / reactive) between-subject design.
The results show as follows:
1. Compared to low fit of CSR activities, High fit of CSR activities will have higher values-driven attributions.
2. Compared to long-term commitment, Short-term commitment will have higher stakeholder-driven attributions.
3. In proactive communication strategy, high fit of CSR activities compared to the low fit will have higher values-driven attributions.
4. In proactive communication strategy, long-term commitment compared to the short-term commitment will have higher values-driven attributions.
5. The values-driven attributions will affect purchase intention positively.
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