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題名:企業社會責任對消費者購買意願的影響
作者:戴洛特
作者(外文):DAI,LUO-TE
校院名稱:國立中正大學
系所名稱:企業管理系研究所
指導教授:盧龍泉
學位類別:博士
出版日期:2022
主題關鍵詞:企業社會責任消費者購買意願品牌形象利他歸因品牌信任企業社會責任-能力信念CSRpurchase intentionbrand imagealtruistic attributionbrand trustCSR-CA believe
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當前中國大陸的經濟發展飛速以及中國人民素質的提升,企業社會責任受到了社會極大的關注。尤其,隨著中國經濟社會的轉型,企業的社會責任行為在公眾心目中佔據著越來越重要的位置。消費者作為企業的關鍵利益相關者,隨著消費者自身成熟度的不斷提高,消費者對企業行使社會責任的敏感度和對企業履行社會責任的要求也不斷加強,在購買決策的過程中受企業社會責任的影響也日趨顯著。因此,企業社會責任對消費者購買意願的影響機制研究具有重要的意義,是學術界關於企業社會責任相關研究的焦點。
本研究以中國的相關個案為切入點,從蒙牛伊利的個案中提煉出企業在行使社會責任的時候消費者對其行為的判斷會對其後續所作出的行動帶來影響。從第二個ZTE手機的個案中,提煉出企業即使是真心實意的在行使社會責任,但是消費者也會懷疑企業行使社會責任之後是否會對其在生產研發中所投入的資源帶來影響。因此,研究從以上2個個案中所發現的問題,再對企業在行使社會責任之時所遇到的問題進行相關文獻的梳理及總結,對企業社會責任、消費者購買意願、品牌形象、品牌信任、動機歸因等變數的發展歷史及現狀進行歸納與探討;根據個案所出現的問題,以及相關理論和已有的研究,進行探究變數間的關係,提出對應的理論框架和研究假設。在個案探討和文獻綜述的基礎上,採用實驗研究的方法,從不同維度探究企業社會責任對消費者購買意願的作用機制,在具體研究過程中,引入品牌形象、品牌信任為第一階段調節變數探討其對企業社會責任對動機歸因的影響。引入企業社會責任能力-信念為第二階段的調節變數探討該變數如何影響企業社會責任感知透過歸因的中介作用對消費者購買意願產生的間接影響。
研究採用4個實驗分別探討不同變數之間的關係,結合本論文的實驗分析結果顯示:
1:企業社會責任行為會對消費者的購買意願產生正向的影響
2:利他歸因部分中介了企業社會責任行為跟消費者購買意願的關係
3:品牌形象正向調節了企業社會責任行為和利他歸因之間的關係
4:品牌信任正向調節了企業社會責任行為和利他歸因之間的關係
5:責任-能力信念調節了利他歸因和消費者購買意願的關係
6:品牌形象調節了消費者企業社會責任感知透過利他歸因對其購買意願的影響
7:品牌信任調節了消費者企業社會責任感知透過利他歸因對其購買意願的影響
8:責任-能力信念調節了企業社會責任透過利他歸因對消費者購買意願的影響
本研究探索了企業社會責任對消費者購買意願的內在作用機制。其研究結果在一定程度上豐富了企業社會責任的研究理論。同時,在研究的結論部分,研究再根據前文所分析的結果提出了指導企業管理實踐的方法,加強了企業對履行社會責任的重視程度,並為企業制定相關的政策措施提供了理論指導意見,引導企業採取合理的方式贏得消費者的認同。另外透過研究建議企業能統籌兼顧自身利益和社會福利做出效用最大化決策,企業和消費者能實現良好互動促進認真負責的市場蓬勃發展。
Corporate social responsibility (CSR) has been a high-profile issue as a result of the rapid economic growth of Mainland China and the enhancement of the Chinese people. Especially, CSR has played an increasingly important role in the general public with China’s economic and social transitions. As key stakeholders of enterprises, consumers have constantly enhanced sensitivity and requirements on CSR resulting from their improved maturity, and CSR has an increasingly remarkable role when consumers make purchase decisions. Therefore, it’s significant to research the impact mechanism of CSR on purchase intentions as the focus of CSR researches.
In this paper, some China-based cases were utilized and analyzed. In the case about Mengniu and Yili, it was summarized that consumers’ judgments on corporate behaviors have impacts on its subsequent behaviors when an enterprise exercises its CSR. According to the second case about ZTE, it was summarized that consumers may suspect that whether there is any impact on the resources invested for manufacturing and R & D even the enterprise conducts its CSR sincerely. Based on the above two cases, relevant literatures were processed to summarize and review the development history and status quo of variables such as CSR, purchase intention, brand image, brand trust, and motivation attribution. The relations between the variables were explored on the basis of the problems in the cases, relevant theories, and existing researches to propose corresponding theoretical frameworks and hypotheses. Based on the cases and literature review, experimental researches were conducted to explore the impact mechanism of CSR on purchase intentions from various dimensions. In the specific researches, brand image and brand trust were introduced as Stage 1 moderator variables to explore the impacts of CSR on motivation attribution. CSR-CA believe was introduced as Stage 2 moderator variable to explore how the variable makes CSR have indirect impacts on purchase intentions through the intermediary effects of attribution. The experimental results of this paper:
1: CSR can have positive impacts on purchase intentions;
2: Altruistic attribution regulates the relations between CSR behaviors and purchase intentions;
3: Brand image can positively regulate the relations between CSR behaviors and altruistic attribution;
4: Trust can positively regulate the relations between CSR behaviors and altruistic attribution;
5: CSR-CA believe can negatively regulate the relations between altruistic attribution and purchase intentions;
6: Brand image can regulate the impacts of consumers’ CSR perceptions on their purchase intentions through altruistic attribution;
7: Brand Trust can regulate the impacts of consumers’ CSR perceptions on their purchase intentions through altruistic attribution;
8: CAR-CA can regulate the impacts of CSR on purchase intentions through altruistic attribution.
The impacts of CSR on purchase intentions were explored in the research. The research findings have enriched the theories on CSR to some extent. In the conclusion, the research proposed the methods guiding business management practices based on the above findings, enhanced corporate attention to CSR, and provided theoretical guidance on establishing relevant policies and measures to help them win consumers’ recognition by using rational ways. By researching the suggestions, enterprises can make utility maximization decisions by considering both their own interests and social benefits to achieve favorable interactions between enterprises and consumers for promising market development.
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