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題名:企業社會責任、消費者行為與企業財務表現之研究 -以自行車上市公司為例
作者:王志全
作者(外文):Chih-Chuan Wang
校院名稱:國立彰化師範大學
系所名稱:財務金融技術學系
指導教授:陳信憲
學位類別:博士
出版日期:2014
主題關鍵詞:企業社會責任消費者行為企業財務表現結構方程模式自行車產業corporate social responsibilityconsumer behaviorcorporate financial performancestructural equation modelingbicycle industries
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本研究目的旨在探究企業社會責任、消費者行為與企業財務表現之研究,並以企業形象、消費者滿意度為中介調解因子來檢視其影響關係。研究方法採問卷調查法,並以立意取樣針對自行車消費者進行資料蒐集,共回收 491 份有效問卷,所得資料以描述性統計、驗證性因素分析與結構方程模式進行資料分析。分析結果顯示,企業社會責任顯著影響企業形象、消費者滿意度與企業財務表現,而企業形象和消費者滿意度顯著影響消費者購買意圖,且消費者滿意度亦也顯著影響企業財務表現;在中介效果部分,企業社會責任可以透過企業形象和消費者滿意度影響購買意圖,且企業社會責任亦可藉由消費者滿意度之中介,來增加對企業財務表現之預測能力,因此,研究結論為企業善盡企業社會責任後,可促進企業形象辨識力及增加消費者滿意度,進而影響消費者購買意圖與增進企業財務表現,故依此結論提出相關建議與未來研究方向,供企業或相關研究單位參考。
This study investigated the relationship among corporate social responsibility, consumer behavior, and corporate financial performance. Corporate image and customer satisfaction were used as mediating factors for analyses. This study employed conducted a survey and used purposive sampling technique to collect data from bicycle consumers. A total of 491 valid questionnaires were returned. The data were analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling. The results indicate that corporate social responsibility significantly affects corporate image, customer satisfaction, and corporate financial performance; corporate image and customer satisfaction significantly affect consumer purchase intention; and customer satisfaction significantly affects financial performance. Regarding the mediating effects, corporate social responsibility can influence customer purchase intention via corporate image and customer satisfaction; in addition, consumer satisfaction can better mediate between corporate social responsibility and financial performance. Thus, this study concluded that, by fulfilling their corporate social responsibility, firms can enhance customers’ identification of their corporate image and increase customer satisfaction, thereby promoting consumer purchase intention which overall improves corporate financial performance. Based on the conclusion, recommendations for future research that may be of referential value for businesses or research institutions are provided.
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