| Summary: | 碩士 === 國立高雄師範大學 === 人力與知識管理研究所 === 99 === Due to the escalating competition of chain convenience stores, 7-ELEVEn has greatly enhanced its high-value impression to consumers by expanding the range of services it provides into a full spectrum of thoughtful conveniences. Inaddition, 7-ELEVEn has actively been portraying corporate social responsibilities in maintaining a social and eco balance. Meanwhile, 7-ELEVEn must emphasize relationships with its stakeholders, in order to gain much support from the consumer.
The study aimed to investigate the relationships among corporate social responsibilities, service quality and purchase intention in 7-ELEVEn based on consumers’ perception. The subjects were 7-ELEVEn consumers in Kaohsiung area. Questionnaire was used as an instrument in this study. 350 questions were received and considered valid for the study. The data were further evaluated using the statistical method of regression and hierarchical regression.
The results indicated as follows: First, the Corporate Social Responsibilities positively affected the Purchase Intention, while Service Quality partially affected the Purchase Intention. Second, the Corporate Social Responsibilities and Service Quality positively affected the Perceived Value. Third, the Perceived Value positively affected the Purchase Intention. Fourth, the Corporate Social Responsibilities and Service Quality had positively affected the Purchase Intention and mediated the Perceived Value.
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