| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 103 === The link between competitive advantage and corporate social responsibility (CSR) is still inconclusive in former studies. The contribution of CSR to a company should be measurable in order to be evaluated correctly. However, the performance of CSR is hard to quantify. This study aims to measure how a charity event influence consumer behavior and assess the cause-effect relationship by business intelligence (BI) approach. The results are enlisted as follows:
(1) Purchase amount and frequency of customers who are involved in the charity event are both higher.
(2) There are significant differences in both purchase amount and frequency among customers of different genders, ages, regions, duration of membership.
(3) Customers with higher purchase amount and frequency in last year hold a more positive attitude toward the charity activity.
(4) The higher frequency of charity activity notification, the greater influence on consumer behavior.
(5) Customers who have stronger willingness to go to a company will make efforts to CSR when the estimated purchase amount in a single transaction is higher.
(6) BI System can improve decision-making efficiency.
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