Exploring the Relationships among Corporate Social Responsibility, Organizational Identification and Purchase Intention–Negative Information as a Moderator

• Main Authors: WEI, KUO-LIANG, 魏國樑
• Other Authors: WEI, CHIH-HSIUNG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/q75zke

碩士 === 大葉大學 === 國際企業管理學系碩士在職專班 === 104 === The purpose of the research is to explore the relationships among the corporate social responsibility, organizational identification, and purchase intention. It further verifies the me-diating effects of organizational identification between corporate social responsibility and purchase intention, The negative information will be tested for the moderating effect on the model. We select taiwan's leading food companies as case as a research subject in the study. Through stratified random sampling, a total of 500 questionnaires were sent out, and 214 valid questionnaires were retrieved. The valid response rate is 42.8%. and use regression analysis to test the study hypothesis. The results showed that: (1) there is a significant positive relationship between corporate social responsibility and purchase intention; (2) there is a significant positive relationship between corporate social responsibility and organizational identification; (3) there is a significant positive relationship between organizational identification and purchase intention; (4) organizational identification has completely mediating effects between corporate social responsibility and purchase intention; (5) due to the height of organizational identity and do not believe the negative messages, negative information has no moderating effect between corporate social responsibility and organizational identification; (6) as consumers forgive responsible company, negative information has no moderating effect between corporate social responsibility and purchase intention.