| Summary: | 碩士 === 元智大學 === 經營管理碩士班(企業管理與服務科學學程) === 100 === Previous studies indicated both of the types of Corporate Social Responsibility (CSR) and consumer value will influence customer response toward businesses (Fraj, 2006; Lii &; Lee, 2012). However, relatively little attention has been paid to the potential impact of the relationship between these two variables on consumers’ response and perceptions toward a company. In addition, Tsai and Wu (2011) used match up theory to point out if the image of sponsor is congruent with sponsor events, consumers will respond more positive attitude toward company. Hence, the purpose of this research aims to investigate the effect of brand/cause fit and consumer/cause fit on consumer response.
To address these research questions, survey research method using convenience sampling will be carried out to measure subjects’ perceptions. Furthermore, the FamilyMart is our research subject in formal questionnaire according to pretest results that the 12 corporations which practice CSR initiatives were used to test consumer impression. In formal questionnaire, the total 350 copies were sent out to general public. Finally, 309 valid copies were received and the valid response rate is 88.3%.
The research findings indicate that, generally, customers respond positive attitude and behavior toward companies’ CSR practice. Also, the higher fit between corporation images and CSR initiatives really lead customers to respond more positive brand attitude and purchase intention. However, the partially results point out that consumers will give positive responses when they perceive congruency between the image of CSR initiatives and themselves. To conclude, this study suggests company should engage in CSR initiatives which have similar image with themselves. Also, business can practice specific CSR initiatives toward their target customers who have different value.
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