| Summary: | 碩士 === 東海大學 === 高階經營管理碩士在職專班 === 105 === Title of Thesis: The Impact of Cause-Related Motivation on Customer Citizenship：
Behavior The Mediating Role of Social Enterprise Identity
Name of Institute: Tunghai University
Executive Master of Business Administration Program
Graduation Time: June/2017
Student Name: Wen-Ching Chiu Advisor Name: Chang, Kuo-Hsiung
Wu, Li-wei
Abstract：
This study develops and empirically examines a model that links cause-related motivation (social approval, self-express, empathy, and sense of social responsibility) with customer citizenship behavior, through the mediating effect of social enterprise identity. The author hypothesizes that cause-related motivation may affect customer citizenship behaviors and that social enterprise identity mediates the relationship between cause-related motivation and customer citizenship behavior. The tests of the hypotheses use a sample of 237 individuals who evaluate the cause-related motivation. These results show that self-express and sense of social responsibility play a pivotal role in influencing social enterprise identity. Moreover, social enterprise identity has a positive impact on customer citizenship behavior. The authors discuss the managerial implications and practice for marketing research and offer directions for future research.
Key words: social enterprise，good motivation，social approval, self-express, empathy, and sense of social responsibility，Social enterprise identity，loyalty，recommended behavior，customer citizenship behavior
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