The Analysis of the Relation Between Taiwan Iron and Steel Industry’s Corporate Social Responsibility and Consumer Behavior

• Main Authors: I-CHEN FANG, 方宜宸
• Other Authors: YUNG-HO CHIU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/ry9jn5

碩士 === 東吳大學 === EMBA高階經營碩士在職專班 === 105 === Taiwan’s steel industry has faced big challenges in recent years amid changes of economy and market. An era of a higher cost with a lower profit is becoming more remarkable under the background of worldwide oversupply, greater importance attached to labor rights and interests, sharply reduced environmental protection resources and more serious environmental protection issues. Companies must pay high attention to corporate social responsibility (CSR) during business operation internationally. Companies used to focus on their own interests and rights and interests of shareholders while paying less attention on responsibilities for employees, social care’ environmental protection and other respects; and they failed to attach equal importance to both of them. In Taiwan, steel industry is one of the traditional industries and many steel makers pursue mass production to meet rising market demand but pay less attention on CSR. The purpose of this research is to study the relationship between CSR and consumers through studying impacts of business operation, brand images and social responsibilities on consumers when terminal customers, including home purchasers and direct customers, choose steel material suppliers. This research employs questionnaire method, and interviewees including home purchasers and rebar purchasers are involved. The survey was conducted in January 2016; 573 surveys handed out to terminal customers and 83.76％ of surveys were valid, while 39 surveys were handled out to direct consumers and all of them were valid. The analysis result shows that CSR will have positive impact on consumers. Therefore, operating strategies for steel industry may include implicit marketing methods.