| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 103 === From the perspective of business operation, corporations investment or sponsor public events were already escape the past passive response to the needs of society stage. On the contrary, companies were involved in the public events were from passive to active, and even had become an integral part of business operation strategy. Taiwan CPC Corporation has invested in environmental protection, community / care for disadvantaged groups, local cultural characteristics, as well as construction and other public welfare activities to enhance or improve the image of Taiwan CPC Corporation by residents and improve social welfare.
This study is going to investigate Taiwan CPC Corporation’s investment or sponsored charity events from consumer perspectives. As well as discuss which factors would influence consumers’ attitude, satisfaction and loyalty and the relationship among these factors. In order to understand the actual experience of the residents in various public activities. While incorporating individual charity involvement as moderating variables trying to explore whether it would have interference effects on corporate image, corporation and events consistency, corporation charity involvement and consumer attitude toward Taiwan CPC Corporation participate or sponsor charity events. Provide Taiwan''s CPC Corporation a follow-up to invest or sponsor charity activities to improve its policy in the future.
This study used computer-assisted telephone interview questionnaires to collect relevant data and 1,200 valid questionnaires were collected. With descriptive statistics, reliability analysis, hierarchical regression and other statistical methods for analysis of follow-up information. The results showed that the attitude of consumers toward Taiwan CPC Corporation participated in or sponsor charity events indeed affected by corporate image, corporation and events consistency, corporation charity involvement and then further affect customers’ satisfaction and loyalty. Consumers also exhibit high degrees of satisfaction and loyalty on the four categories of charity events which Taiwan CPC Corporation has invested. However, individuals’ involvement in charitable activities has the moderating effect just between corporation and events consistency and the attitude of consumers toward Taiwan CPC Corporation participated in or sponsored charity events.
|
|---|
