The Impact of Cause-Related Motivation on Customer Citizenship Behavior：The Mediating Role of Social Enterprise Identity

• Main Authors: CHIU WEN-CHING, 邱文青
• Other Authors: CHING, KUO-HSIUNG， WU, LI-WEI
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/8ue89x

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