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題名：企業社會責任、消費者信任度及消費者忠誠度關係探究-以金控業為例
作者：蕭健治
作者(外文)：Hsiao,Chien-Chih
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：2016
主題關鍵詞：企業社會責任；消費者信任度；消費者忠誠度；corporate social responsibility；consumer trust；consumer loyalty
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企業社會責任近年來受到消費者普遍的重視，企業也將其列入營運重要關鍵指標，目的為提升消費者信任度及對企業產品及服務的忠誠度，優化企業與消費者間雙向優質關係。本研究旨在探討財務金融相關科系之在職專班學生對國內上市櫃銀行企業社會責任的認知與消費者信任度及消費者忠誠度間的關係，並瞭解消費者信任度是否扮演企業社會責任與消費者忠誠度間的重要中介變項。本研究採用問卷調查法，採分層隨機抽樣方式進行，收集10所國內大專院校在職專班學生之問卷調查，總共回收300份有效樣本，資料分析以結構方程式進行。分析結果顯示，絕大部分企業社會責任正向影響消費者信任度，另一方面，消費者信任度亦扮演企業社會責任認知與消費者忠誠度中介角色。最後，本研究依此結論提出相關討論及研究建議，進一步提供銀行業及學術研究對企業社會責任之經營及研究之參考。
In recent years corporate social responsibility (CSR) has attracted the consumers’ attention dramatically. Corporations also take CSR as an important operational indicator which aims at enhancing consumer trust and loyalty toward business products and services and optimizing good relationship between businesses and consumers. This study aimed at investigating on-the-job Finance students’ perception of the relationship among perceived CSR, consumer trust, and consumer loyalty toward Taiwanese listed banks. In addition, this study attempt to understand whether consumer trust is the mediating role between perceived CSR and consumer loyalty. This study implemented quantitative method through survey questionnaire and applied stratified random sampling approach to collect data from 10 universities. A total of 300 valid responses returned, and the data were analyzed by descriptive statistics, confirmatory factor analysis, and structural equation modeling. The results showed that perceived CSR positively affect consumer trust, and this effect is mediated by consumer loyalty. Finally, this study draws the discussion of these results and recommendations for further research and practice in the banking industry.
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