The Impact of Corporate Social Responsibility Fit and Motivation on the Consumer Perception of Corporate Social Responsibility : The Moderating Effect of Socially Responsible Consumer Behavior

• Main Authors: Yi-Ting Lin, 林怡婷
• Other Authors: Chi-Shiun Lai
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/d67m5m

碩士 === 國立雲林科技大學 === 企業管理系 === 104 === The main purposes of this research were to:1.probe how the companies fulfilled their social responsibility when they hold these activities, 2.how the customers recognized these activities, and 3. What were the motives of these corporate social responsibility activities to these companies? The fit between customer and activities, motivational attributions, and consumer perception were the main research issues. The research subjects were the participators in 30 Hour Famine, fully handy donate one to love and Light Up a Life. In total, 562 questionnaires were randomly sent out and the valid questionnaires were 535 to give an effective response rate of 95.19%. The result showed that the fit between the customers and the activities had a positive benefit, the more participants recognized the company’s social responsibility. Thus, the participants were influence by the company’s motivation. Social responsibility customer behavior is showing moderation effect on corporate social responsibility fit and motivational attributions.