| Summary: | 碩士 === 中國文化大學 === 觀光事業學系觀光休閒事業管理碩士在職專班 === 101 === Corporate social responsibility (CSR) has been acknowledged as an important ingredient for business success. The purpose of this study is to investigate the influence and relationships among corporate social responsibility, corporate image,consumer identification and consumer identification in the hotel industry in Taiwan. The study from a consumer perspective, when the international tourist hotels are engaged in corporate social responsibility activities, will enhance the corporate image, thus encouraging a stronger consumer increasing purchase intention and product acceptance, thus increasing the consumption of the surplus.
The study chooses hotel teaching of international hotel in Taiwan to take the sampling scope, and is 20 year old of above consumer, took the questionnaire provide object, obtains the research analysis to need the sample. A total of 505 questionnaires were demonstrated, and 495 survey questionnaires were collected. With 10 invalid questionnaires, the actual valid reponse rate of this research is 98%. By the structure equation modeling (SEM) real diagnosis research, confirms the relationship among corporate society responsibility, the corporate image, the consumer identification and the purchase intention in the hotel and constructs the conformity pattern.
There are 8 major findings of this study: (1) the corporate society responsibility has the forward influence to the corporate image; (2) the corporate society responsibility has the forward influence to the consumer identification; (3) the corporate image has the forward influence to the consumer identification; (4) the consumer identification has the forward influence to the purchase intention; (5) the corporate image is not remarkable to the consumer identification;(6) the corporate social responsibility is not remarkable to the consumer identification.(7) the mediating effects of consumer identification on the relationship between corporate image and purchase intention (8).the mediating effects of consumer identification on the relationship between corporate social responsibility and purchase intention. Findings can provide industry leaders and government policy makers with practical knowledge with which to develop better business plans and policies that incorporate CSR activities.
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