:::

詳目顯示

回上一頁
題名:企業社會責任認知對購買意願影響之研究-以中國信託為例
作者:林孟眉
作者(外文):Lin, Mong-Mei
校院名稱:國立嘉義大學
系所名稱:企業管理學系
指導教授:李鴻文
學位類別:博士
出版日期:2016
主題關鍵詞:企業社會責任顧客承諾買賣信任關係關係利益購買意願
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:3
近年來,企業社會責任的議題隨著企業擴大發展與社會意識抬頭而漸漸受到 關注,企業在執行企業社會責任同時是否會因為自身的聲譽有所 高,有助於員 工與顧客建立良好關係,進而增加顧客的購買意願?抑或是透過增加顧客與服務 供者間的互動關係,傳達企業執行社會責任的觀點,是否可以增加顧客的購買 意願?此為本研究欲探討的二項問題。本研究以中國信託執行企業社會責任的狀 況為研究個案。研究模型結合顧客承諾、買賣信任關係和關係利益等變數,探討 是否會影響消費者最終的購買意願。共回收 751 份有效消費者問卷,並以階層迴 歸的方式進行假設檢定。研究結果發現,一般消費者對於中國信託執行企業社會 責任的認知與其購買意願間達顯著之正向關係;且顧客承諾、買賣信任關係和關 係利益與購買意願間亦達顯著之正向關係。研究結論建議企業應重視企業社會責 任的落實與推展,並增加與顧客的互動,這將對企業帶來的正面效應。此外,企 業認知到企業社會責任的重要性後,應將之列入行銷組合的一部份以做為區別傳 統的行銷,如此一來即可為企業及品牌帶來諸多效益。
Recently, following the expansion of business and the rise of social consciousness, corporate social responsibility (CSR) has gradually become an important issue. In order to understand how customers' cognition on CSR affects the purchase intention, this study investigates in 2 questions: 1. A corporation might achieve a good reputation through executing CSR. Whether this reputation make employees establish a good relationship with customers and further to increase the customers’ purchase intention. 2. Whether corporates can raise customers’ purchase intention by transmitting the concept of executing CSR and improving interaction between customers and service provider . This study selects the Chinaturst as targets to conduct a questionnaire survey and a total of 751 valid questionnaires were collected. The research model combines the variables of customer commitment, relationship benefit and seller-buyer trust relationship and hierarchical regression analysis are used as research methods. The results showed that there is a positive significant effect between customer’s cognition of Chinaturst’s CSR activities and their purchase intention; also, customer commitment, seller-buyer trust relationship and relationship benefit has a positive effect on customer’s purchase intention. Based on these findings, several suggestions have been recommended: 1. Corporates should pay more attention on CSR and improve interaction with customers. 2. Corporates should take CSR into account while developing marketing strategy.
中國信託企業社會責任報告書,2015。 中國時報,2016。遠見企業社會責任獎 中信連續 4 年奪標。
http://www.chinatimes.com/newspapers/20160504000283-260208
中國信託官網,2016。企業社會責任。 http://www.chinatrustgroup.com.tw/charity_5_1.html
徐彪、李心丹、張珣,2011。基於顧客承諾的 IT 業品牌忠誠形成機制研究,管 理學報,8(11),1675-1681。
翁望回、黃俊英、劉水深,1988。企業正當性之實證研究―社會責任的觀點。管 理評論,7,153-171。new window
高希均、林宜諄,2008。企業社會責任入門手冊。臺北市:天下遠見。 陶蓓麗、程瑞南,2006。網路購物顧客價值對顧客關係品質的影響之實証研究,new window
中山管理評論,14(2),517-549。
葉磊、劉芳,2006。顧客承諾與品牌忠誠的關係研究,當代經理人旬刊,12。
劉洪深、汪濤、張輝,2012。從顧客參與行為到顧客公民行為—服務中顧客角色 行為的轉化研究,華東經濟管理,26(4),109-114。
羅海成、范秀成,2005。基於心理契約的關係行銷機制:服務業實證研究,南開 管理評論,8(6),48-55。
Aguinis, H., & Glavas, A. (2012). What we know and don’t know about corporate social responsibility a review and research agenda. Journal of Management, 38(4): 932-968.
Anderson, J. C., Håkansson, H., & Johanson, J. (1994). Dyadic business relationships within a business network context. The Journal of Marketing, 1-15.
Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal 01Retailing, 83(3): 359-370
Aurier, P., & N’Goala, G. (2010). The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of Marketing Science, 38(3): 303-325.
Backhaus, K. B., Stone, B. A., & Heiner, K. (2002). Exploring the relationship between corporate social performance and employer attractiveness. Business and Society, 49(2): 292-318.

Akerlund, H. (2005). Fading customer relationships in professional services.

Managing Service Quality, (2): 156-171

Allen, N. J., & Meyer, J. P. (1990). The measurement and antecedents of affective,

continuance and normative commitment to the organization.Journal of

occupational psychology, 63(1): 1-18.new window

Aviad, B. (2007). Rethinking organizational commitment in relation to perceived

organizational power and perceived employment alternatives. International

Journal of Cross Cultural Management, 7(2): 203-217.

Bansal, H. S., Irving, P. G., & Taylor, S. F. (2004). A three-component model of

customer commitment to service providers. Journal of the Academy of Marketing
71
Science, 32(3): 234-250.

Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in

social psychological research: Conceptual, strategic, and statistical
  
considerations.
Sociology, 66(1): 32-40.new window
Journal of Personality and Social Psychology,
participation in co-production. Journal of Marketing, 67(1): 14-28new window
51(6): 1173-1182.

Becker, H. S. (1960). Notes on the concept of commitment. American Journal of
 
Bendapudi, N., & Berry, L. L. (1997). Customers' motivations for maintaining
  
relationships with service providers.
Journal of Retailing,
73(1): 15-37.new window

Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer

Berry, L. L. (1983). Relationship marketing. American Marketing Association.
Bhattacharya, C. B., & Sen, S. (2004). Doing better at doing good: when, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1): 9-24.new window
Bolton, L. E., & Mattila, A. S. (2015). How does corporate social responsibility affect consumer response to service failure in buyer–seller relationships? Journal of Retailing, 91(1): 140-153.new window
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3): 52-68.
Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: a typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2): 109-126.
Carroll, A. B. (1991). The pyramid of corporate social responsibility: toward the moral management of organizational stakeholders.Business Horizons,34(4): 39-48.
Carroll, A. B., & Buchholtz, A. K. (2003). Business & society: ethics and stakeholder management (5th ed.). Cincinnati: Thomson-South-Western.
 
Bowen, H. R., & Johnson, F. E. (1953).
72
Social responsibility of the businessman.

Harper.

Brammer, S., & Millington, A. (2005). Corporate reputation and philanthropy: an

empirical analysis. Journal of Business Ethics, 61(1): 29-44.new window

Brunk, K. H. (2010). Exploring origins of ethical company brand perceptions- a

consumer perspective of corporate ethics. Journal of Business Research, 63(3):

255-262.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and
 
brand affect to brand performance: the role of brand loyalty.
Journal of
 
Marketing,
65(2): 81-93.

Christopher, M., Payne, A., & Ballantyne, D. (1991). Relationship marketing:

bringing quality customer service and marketing together. Working Paper

Christy, R., Oliver, G., & Penn, J. (1996). Relationship marketing in consumer
  
markets.
Journal of Marketing Management,
Chumpitaz Caceres, R., & Paparoidamis, N. G. (2007). Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty. European Journal of Marketing, 41(7/8): 836-867.
Clarkson, M. B. E. (1995). A stakeholder framework for analyzing and evaluating corporate social performance. Academy of Management Review, 20(1): 92-117.new window
the moderating role of length of relationship.Journal of Services

Marketing, 16(1): 35-50.new window

Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality,

value, and customer satisfaction on consumer behavioral intentions in service
  
environments.
Journal of Retailing,
76(2): 193-218.

Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services
 
selling: an interpersonal influence perspective.
Dixon-Fowler, H. R., Slater, D. J., Johnson, J. L., Ellstrand, A. E., & Romi, A. M. (2013). Beyond “does it pay to be green?” A meta-analysis of moderators of the CEP–CFP relationship. Journal of Business Ethics, 112(2): 353-366.
Drucker, P. F. (1993). Concept of the Corporation. Transaction Publishers.
Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8): 877-886.
Esrock, S. L., & Leichty, G. B. (1998). Social responsibility and corporate web pages: Self-presentation or agenda-setting. Public Relations Review, 24(3): 305-319.
Fombrun, C. J. & Shanley, M. (1990)Friedman, B. M. (1971). Econometric simulation difficulties: an illustration. Review
of Economics & Statistics, 53(4): 381-384. 73
12(1-3): 175-187.

Coulter, K. S., & Coulter, R. A. (2010). Determinants of trust in a service provider:

Journal of Marketing, 68-81.
 
Dodd, E. M. (1932). For whom are corporate managers trustees?
Harvard Law
 
Review,
45(7): 1145-1163.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store
 
information on buyers' product evaluations.
Journal of Marketing Research,

307-319.

Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in
 
buyer-seller relationships.
Journal of Marketing, 35-51.

Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2013). The reputation quotientsm:

a multi-stakeholder measure of corporate reputation.Journal of Brand

Management, 7(4): 241-255.
  
. What's in a name? Reputation building and

corporate strategy. Academy of Management Journal, 33: 233-258.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. the Journal of Marketing, 70-87.
Garriga, E., & Melé, D. (2004). Corporate social responsibility theories: Mapping the territory. Journal of Business Ethics, 53(1-2): 51-71.
Greening, D.W., & Turban, D. B. (2000). Corporate social performance as a competitive advantage in attracting a quality workforce. Business and Society, 39: 254-280.
Gronhaug, K., & Gilly, M. C. (1991). A transaction cost approach to consumer dissatisfaction and complaint actions. Journal ofEconomic Psychology, 12(1): 165-183new window
Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the Academy of Marketing Science, 26(2): 101-114.
Heath, R., Brandt, D., & Nairn, A. (2006). Brand relationships: Strengthened by emotion, weakened by attention. Journal of Advertising Research, 46(4): 410-419.
Keiningham, T. L., Morgeson, F. V., Aksoy, L., & Williams, L. (2014). Service Failure Severity, Customer Satisfaction, and Market Share An Examination of the Airline Industry. Journal of Service Research. doi: 1094670514538119.
Kim, H. R., Lee, M., Lee, H. T., & Kim, N. M. (2010). Corporate social responsibility and employee-company identification. Journal of Business Ethics, 557-570.
Korschun, D., Bhattacharya, C. B., & Swain, S. D. (2014). Corporate social responsibility, customer orientation, and the job performance of frontline employees. Journal of Marketing, 78(3): 20-37.
Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: from products to 74

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping:
  
an integrated model.
MIS quarterly,
27(1): 51-90.new window

Hewett, K., Money, R. B., & Sharma, S. (2002). An exploration of the moderating

role of buyer corporate culture in industrial buyer-seller relationships. Journal of

the Academy of Marketing Science, 30(3): 229-239.

Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated
 
environments: Conceptual foundations.
The Journal of Marketing, 50-68.

Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand
 
extensions.
Journal of Marketing Research, 35-50.

Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and
  
future priorities.
Marketing Science,
25(6): 740-759.

Kotler, P., & Lee, N. (2005). Best of breed: when it comes to gaining a market edge

while supporting a social cause, “corporate social marketing” leads the

pack. Social Marketing Quarterly, 11(3-4): 91-103.
customers to the human spirit. John Wiley.

Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as

determinants of purchase intention: An empirical test in a multiple brand
  
context.
Journal of Business Research,
Lee, C. K., Song, H. J., Lee, H. M., Lee, S., & Bernhard, B. J. (2013). The impact of CSR on casino employees’ organizational trust, job satisfaction, and customer orientation: An empirical examination of responsible gambling strategies. International Journal of Hospitality Management, 33: 406-415.
Lee, Y. K., Nam, J. H., Park, D. H., & Ah Lee, K. (2006). What factors influence customer-oriented prosocial behavior of customer-contact employees? Journal of Services Marketing, 20(4): 251-264.
Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68(4): 16-32.
Liljander, V., & Roos, I. (2002). Customer-relationship levels: From spurious to true relationships. The Journal of Services Marketing, 16(7): 593-614.
Matten, D., & Crane, A. (2005). Corporate citizenship: Toward an extended theoretical conceptualization. Academy of Management Review, 30(1): 166-179.new window
37(2): 115-120.

Lee, S., & Heo, C. Y. (2009). Corporate social responsibility and customer satisfaction

among US publicly traded hotels and restaurants.International Journal of

Hospitality Management, 28(4): 635-637.

Ludwig, S., De Ruyter, K., Friedman, M., Brüggen, E. C., Wetzels, M., & Pfann, G.

(2013). More than words: The influence of affective content and linguistic style
 
matches in online reviews on conversion rates.
87-103.
75
Journal of Marketing,77(1):new window
 
Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer

satisfaction, and market value. Journal of Marketing, 70(4): 1-18.

Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the
 
consumption experience: evaluation, feeling, and satisfaction.
Journal of

Consumer research, 451-466.

Marin, L., & Ruiz, S. (2007). “I need you too!” corporate identity attractiveness for

consumers and the role of social responsibility. Journal of Business Ethics, 71(3):

245-260.

Mcwilliams, A., & Siegel, D. (2001). Corporate social responsibility: a theory of the

firm perspective. Academy of Management Review, 26(1): 117-127.new window

Mende, M., Bolton, R. N., & Bitner, M. J. (2013). Decoding customer-firm

relationships: how attachment styles help explain customers' preferences for
 
closeness, repurchase intentions, and changes in relationship breadth.
Journal of
 
Marketing Research,
50(1): 125-142.new window

Meyer, J. P., & Herscovitch, L. (2001). Commitment in the workplace: Toward a

general model. Human resource management review, 11(3), 299-326.

Mihalic, T. (2000). Environmental management of a tourist destination: A factor of
  
Tourism Management,
Mitchell, R. K., Agle, B. R., & Wood, D. J. (1997). Toward a theory of stakeholder identification and salience: defining the principle of who and what really counts. Academy of Management Review, 22(4): 853-86.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20-38.
Ou, C. X., Pavlou, P. A., & Davison, R. (2014). Swift guanxi in online marketplaces: The role of computer-mediated communication technologies. MIS quarterly, 38(1): 209-230.new window
Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The customer relationship management process: Its measurement and impact on performance. Journal of Marketing Research, 41(3): 293-305.
Salancik. G. R. (1977). Commitment and the control of organizational behavior and belief. In B. M. Staw and G. R. Salancik (Eds.). New directions in organizational behavior. Chicago: St. Clair Press.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? 76
tourism competitiveness.
price on consumer responses. Journal of Consumer Affairs, 39(1): 121–147.new window
competitive advantage and corporate social responsibility. Harvard Business
21(1): 65-78.new window

Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and
 
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard

Business Review, 76(4): 97-105

Pirsch, J., Gupta, S., & Grau, S. L. (2007). A framework for understanding corporate

social responsibility programs as a continuum: An exploratory study. Journal of

Business Ethics, 70: 125-140.

Porter, M. E., & Kramer, M. R. (2006). Strategy and society: the link between
 
Review, 84(12): 78-92.

Porter, M., & Kramer, M. R. (2011). Creating shared value: how to reinvent

capitalism- and unleash a wave of innovation and growth. Harvard Business

Review, 89(1-2): 62-77.

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next

practice in value creation. Journal of Interactive Marketing, 18(3): 5-14.

Ramasamy, B., & Yeung, M. (2009). Chinese consumers’ perception, of corporate

social responsibility (CSR). Journal of Business Ethics, 88(88): 119-132.

Robinette, S., Brand, C., & Lenz, V. (2001). Emotion marketing: The hallmark way of

winning customers for life. New York, NY: McGraw-Hill

Rodrigo, P., & Arenas, D. (2008). Do employees care about CSR programs? a

typology of employees according to their attitudes.Journal of Business

Ethics, 83(2): 265-283.
Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2): 225-243.
Serva, M. A., Benamati, J. S., & Fuller, M. A. (2005). Trustworthiness in B2C e-Commerce: An Examination of Alternative Models. The DATA BASE for Advances in Information Systems, 36(3): 89-108.
Servaes, H., & Tamayo, A. (2013). The impact of corporate social responsibility on firm value: The role of customer awareness. Management Science, 59(5): 1045-1061.
Shrivastava, P. (1995). The role of corporations in achieving ecological sustainability. Academy of Management Review, 20(4): 936-960.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. The Journal of Marketing, 66(1): 15-37.new window
Sprinkle, G. B., & Maines, L. A. (2010). The benefits and costs of corporate social responsibility. Business Horizons, 53(5), 445-453.
Storbacka, K., Strandvik, T., & Gronroos, C. (1994). Managing customer relationships for profit: The dynamics of relationship quality. International Journal of Service Industry Management, 5(5): 21-38.
Tax, S. S., McCutcheon, D., & Wilkinson, I. F. (2013). The service delivery network (SDN) a customer-centric perspective of the customer journey.Journal of Service Research, 16(4): 454-470.
Tian, Z., Wang, R., & Yang, W. (2011). Consumer responses to corporate social responsibility in China. Journal of Business Ethics, 101(2): 197-212.
Liu, M.T., Wong, I.A., Shi, G., Chu, R., & L. Brock, J. (2014). The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. Journal of Services Marketing, 28(3): 181-194.

Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing.
 
International Business Review,
Journal of Retailing,
4(4): 397-418.

Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between

service quality and customer satisfaction in the formation of consumers' purchase
  
intentions.
70(2): 163-178.

Turker, D. (2009). How corporate social responsibility influences organizational

commitment. Journal of Business Ethics, 89(2): 189-204.

Vaaland, T. I., Heide, M., & Grønhaug, K. (2008). Corporate social responsibility:

investigating theory and research in the marketing context. European Journal of
 
Marketing,
42(9-10): 927-953.

Viswesvaran, C., Deshpande, S. P., & Joseph, J. (1998). Job satisfaction as a function

of top management support for ethical behavior: A study of Indian managers.

Journal of Business Ethics, 17(4): 365-371.
Vogel, D. (2005). The market for virtue. Washington, DC: Brookings Institute Press. 77
Waddock, S. A., Bodwell, C., & Graves, B. S. (2002). Responsibility: the new business imperative. Academy of Management Executive, 16(2): 132-148.
Wu, T. J., Tsai, H. T., & Tai, Y. N. (2016). Would corporate social responsibility affect consumers’ attitudes towards brand and purchase behavior? Buyer-seller guanxi as the moderator. Revista de Cercetare si Interventie Sociala. 53:272-287
Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1): 67-85.new window

Zarantonello, L., & Schmitt, B. H. (2010). Using the brand experience scale to profile
 
consumers and predict consumer behaviour.
Journal of Brand
 
Management,
17(7): 532-540.

Zeithaml, V. A., & Bitner, M. J. (2003). Services marketing: integrating customer

focus across the firm. McGraw-Hill/Irwin.
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關書籍
 
無相關著作
 
QR Code
QRCODE