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研究生：	黃于軒 Hwang, Yu-Hsian
論文名稱：	消費者對企業社會責任之行銷手法反應—實驗設計法 Consumer Response to Marketing Effect of Corporate Social Responsibility – An Experiment
指導教授：	葉桂珍 Yeh, Quey-Jen
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2015
畢業學年度：	103
語文別：	英文
論文頁數：	62
中文關鍵詞：	企業社會責任、購買經驗、購買行為
外文關鍵詞：	Corporate social responsibility, frequent-buy experience, purchasing behavior
相關次數：	點閱：160 下載：0
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在現今競爭激烈的民生消費品市場中，企業必須設法與競爭對手差異化，才能在市場中脫穎而出。同時隨著企業的壯大亦增加了其對社會大眾的影響力，導致企業所需承擔之責任也隨之增加，使得履行企業社會責任成為各大企業的重要議題，同時也成為企業行銷自己的最佳手法。履行企業社會責任能為企業帶來許多益處，包含增進公司形象、塑造品牌形象以及增加營收。故本研究採用實驗設計法，將企業社會責任之行銷手法作為基礎情境，並以不同之購買經驗作為干擾因子，探討消費者在認知到企業履行社會責任之後，對此企業商品之購買意圖的影響及價差之忍受度。情境中的產品以牛奶為例，所有容量、外觀皆相同，唯一差別為實施企業社會責任之產品定價，較未實施之產品高出十五元。

研究結果顯示，實施企業社會責任確實能有效提升台灣消費者的購買意願。在產品外觀相同的情況下，即使價格相對較高，消費者仍較願意購買有實施企業社會責任公司之產品。此正面影響不會因為消費者具有他牌商品之購買經驗而有所減弱，反而會因為消費者曾購買此企業社會責任公司的產品而增強其購買意圖。除此之外，若對有實施企業社會責任之產品施以較高之定價，是被消費者所接受的。隨著價差增大時，相較於購買過無企業社會產品之消費者，曾經購買過企業社會責任產品之消費者的價差接受度較高，且會更加願意持續購買。

In the highly competitive market of consumer goods today, companies are pressurized to differentiate their goods and services in every way possible. The rapid expansion of corporates with worldwide outreach influence has resulted in larger responsibilities to meet public expectations, making corporate social responsibility (CSR) an important issue today. CSR benefits companies in several ways, improving company reputation, building brand image as well as generating revenue. Using experimental design as methodology, this study designs different scenarios to examine the influence of CSR on consumers’ purchase intention in Taiwan, determine the moderating effect of frequent-buy experience and further explore the price difference tolerance. Milk is used as an example, with similar volume and appearance, the CSR-related product is priced NT$15 higher.

Results indicate that display of CSR activities can indeed elevate the purchasing intention of CSR-related products, even if it is priced higher than one of similar appearance. This positive stimulation of purchase intention after perceiving CSR is not weakened if consumers have frequent-buy experience of other CSR non-related products, but instead strengthened when consumers have frequent-buy experience of the CSR-related product. In addition, the public considers higher pricing of CSR-related products acceptable; as this price difference increases, the toleration of acceptance is higher for consumers with frequent-buy experience of the CSR-related product as compared to those with frequent-buy experience of CSR non-related product.

摘要	I
ABSTRACT	II
誌謝	IV
TABLE OF CONTENTS	V
LIST OF FIGURES	IX
CHAPTER ONE	1
INTRODUCTION	1
1.1 Research Background	1
1.2 Research Motivation	3
1.3 Research Purpose	5
CHAPTER TWO	7
LITERATURE REVIEW	7
2.1 Corporate Social Responsibility	7
2.2 CSR in Food Industry	9
2.3 CSR as a Marketing Approach	10
2.3.1 Product category	10
2.3.2 Cause-related Marketing (CRM)	12
2.4 The Current Research	13
2.4.1 The Marketing Effect of CSR	13
2.4.2 Relationship between CSR Awareness and Purchase Intention	13
CHAPTER THREE	15
METHODOLOGY	15
3.1 Research Framework	15
3.2 Research Design	17
3.2.1 Experimental Scenarios	18
3.2.2 Experimental Proceeding Process	19
3.2.3 Sampling	21
3.3 Operational Definition	21
3.3.1 Support of CSR	22
3.3.2 Expectation of CSR	22
3.3.3 Independent variable – CSR Awareness	23
3.3.4 Dependent variable	24
– Purchase intention of high priced CSR-related product	24
3.3.5 Moderating variable – Frequent-buy Experience	24
3.4 Data Analysis Procedure	25
3.4.1 Demographic Analysis	25
3.4.2 Factor Analysis and Reliability Analysis	25
3.4.3 Mean Analysis	26
3.4.4 K-means Clustering	26
3.4.5 Hierarchical Regression Analysis	27
3.4.6 Mean Analysis for Price Difference	27
CHAPTER FOUR	28
RESEARCH ANALYSIS & RESULT	28
4.1 Manipulation Check	28
4.2 Demographic Analysis	29
4.3 Factor Analysis and Reliability Analysis	32
4.4 Mean Analysis	34
4.5 K-means Clustering	35
4.6 Hierarchical regression analysis	38
4.7 Mean score analysis	43
CHAPTER FIVE	45
DISCUSSION AND CONCLUSION	45
5.1 Discussion	45
5.2 Managerial Implications	48
5.3 Limitations and Direction for Future Research	50
5.4 Concluding Remark	51
REFERENCES	52
APPENDIX	56
                                    

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