The Influence of CSR on Consumer Behavior－A Case of Taiwan's Top Corporate Citizens

• Main Authors: Hsu, Chen-Yao, 徐振堯
• Other Authors: Tsai, Ming-Chun
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/40132683940417731518

碩士 === 中華大學 === 企業管理學系碩士班 === 99 === In recent years, in face of global warming, the threat posed by resource depletion, and the U.S. subprime mortgage and financial crisis caused by the recession, as well as food contaminated by plasticizers and other issues; these issues not only closely related with consumers, but also inseparable from enterprises’ corporate social responsibility （CSR）, more and more consumers recognize the importance of CSR, and more and more enterprises take CSR into practice. CSR and sustainable development are becoming a global trend. This study selected the consumers of Chunghwa Telecom, Taiwan Mobile, Fubon Financial Holding, E. SUN Financial Holding, Hotai Motor, Yulon Motor as the research object from Taiwan’s Top Corporate Citizens which have been listed on corporate citizenship by Common Wealth Magazine in 2010. By means of consumers’ perception on CSR performance of the enterprises, this study was first to check the gaps of CSR performance of the enterprises and consumers’ perception and to further explore relationships among consumers’ perception on CSR initiatives, corporate image, consumer attitude and loyalty. In this study, 60 questionnaires were sent out for each enterprise and the final effective sample size was 350. After questionnaires were collected, SPSS statistical software and Structural Equation Modeling（SEM）were used to analyze the data. The results showed that there are generally gaps between consumers’ CSR perception and enterprises CSR initiatives, especially in the three aspects of environmental protection, community involvement and corporate governance. In addition, the influence of the consumers’ CSR perception on loyalty indirectly, is mainly through corporate image, and consumer attitude. Keywords： CSR, corporate image, consumer attitude, loyalty