| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 103 === In recent years, social responsibility has become an important issue. Social responsibility tends to be associated with enterprises, and the social responsibility of cities is rarely discussed. Due to cities being non-profit enterprises, the social responsibility of cities and people’s perception will influence future development. Through a literature review and empirical analysis, this study explored the effects of the social responsibility of cities, as well as city marketing on city attraction. This study treated people who lived in Taichung City as the subjects for a questionnaire survey. The subjects were chosen by way of convenience sampling, and a total of 785 valid questionnaires were retrieved. According to the research findings: (1) the social responsibility practiced by a city significantly and positively influences people’s trust; (2) the social responsibility practiced by a city significantly and positively influences city image; (3) the social responsibility practiced by a city significantly and positively influences people’s intention; (4) city marketing significantly and negatively influences people’s trust; (5) city marketing significantly and positively influences city image; (6) city marketing significantly and positively influences people’s intention; (7) city image significantly and positively influences people’s trust; (8) people’s trust significantly and positively influences people’s intention; and (9) city image does not significantly influence people’s intention. After comparing two independent variables, this study found that the social responsibility of a city and city marketing significantly influence city attraction, and that city marketing is more influential than social responsibility. The results could be an important reference for city managers.
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