| Summary: | 碩士 === 中國文化大學 === 全球商務碩士學位學程碩士班 === 105 === Corporate social responsibility has become a popular and important issue in today's society. In the past research, mentioned that the implementation of corporate social responsibility did have an impact on the corporate financial performance and impact on the society. The objective of this research is to explore the relationship among corporate social responsibility, corporate image, consumer identity and purchase intention from the consumer's point of view. And take the Children Are Us Foundation as an example. The Children Are Us foundation has been established in Taiwan for twenty-two years, in addition to operate the care facilities, the foundation has provided assistance to mental retardation children and their family, the foundation also set up bakery, restaurant, and online shopping mall one after the other. This research takes the consumer of the Children Are Us foundation in Northern Taiwan as the research object and process research and discussion. Through the questionnaire to collect the data and analyze the data by using the factor analysis, reliability test, descriptive statistics and structural equation modeling to explore the research question: 1. The implementation of corporate social responsibility of Children Are Us foundation, whether has a positive effect on corporate image? 2. When the Children Are Us foundation adopts the corporate social responsibility, will bring higher consumer identity? 3. When the Children Are Us foundation's corporate image is better; the consumer identity is higher? 4. When Children Are Us foundation are creating corporate image, whether increase the consumer purchase intention? 5. When consumer has high degree of identity toward to Children Are Us foundation, it will raise the purchase intention or not? 6. When Children Are Us foundation conduct the activity of corporate social responsibility, have positive correlation with consumer purchase intention or not? And discuss and advise based on the results of the research.
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