| Summary: | 碩士 === 嶺東科技大學 === 經營管理研究所 === 97 === With the rapid developing of global economics and changing of lifestyles, the economics in Taiwan is also growing vigorously. At the same time, education level is increasing and improving rapidly. In western countries, social issues, such as relations between labor and capital, had great influence on business operation in the beginning of 1980. Besides seeking for business profits, corporations had social responsibilities, and the importance of social responsibility had been promoted to be a new global tendency due to the influence of internationalization. The issues of corporate social responsibility perceived have also been emphasized and discussed recently in Taiwan; consequently, corporate social responsibility perceived has been discussed in the study in order to realize whether corporate social responsibility perceived influences consumers’ purchase intentions.
The targets of the study were from those who intended to purchase vehicles and computers in Taichung area; 660 questionnaires were equally divided for each group. Of the valid questionnaires, 298 ones were collected from vehicle group, and 300 ones were from computer group. 598 questionnaires were completely responded with a 90.6% of return rate, and the data were analyzed by following methods, such as consistence analysis, validity analysis, factor analysis, t-test, ANOVA and regression analysis. Based on empirical analysis, both Yulon Motors and Acer Inc.’s corporate social responsibility perceived and consumers’ purchase intentions showed that all hypotheses were verified, and had positive influence relation. From the research findings, consumers had positive influence toward business image and consumer value, and eventually increased purchase intentions. As a result, the related activities concerning corporate social responsibility perceived should be held and business core competence should be combined in business strategies. Applying the advantages of business core competence to carry out corporate social responsibility, business could reach the meanings of sustainable society concern and environment protection, and also lower costs of business operation and marketing, so as to increase business competing advantages and achieve the win-win situation for society and business.
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