The influence on corporate image, and consumer's attitude for fulfilling a commitment of CSR-Chunghua

• Main Authors: Shu-Chuan Chen, 陳淑娟
• Other Authors: Cherng-Ying Chiou
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/05849720387166672497

碩士 === 僑光科技大學 === 全球運籌管理研究所 === 99 === In response to increased environmental pollution, worsening global warming and climate change, subprime mortgage issues, and business scandal events, such as, Enron, WorldCom, Arthur Andersen, and Salomon Brothers etc., corporate social responsibility(CSR) awareness and the performance of the business is receiving more public attention in the world. In the pursuit of economic benefit, we must take into account the CSR commitment implementation. How to implement CSR commitments for businesses to obtain consumer identification, and promote the corporate image and competitive advantage This study focuses on the service industry obtaining the 2010 CSR Award in Common Wealth magazine & Global Views Monthly Magazine. This paper is to explore whether corporate social responsibility (CSR) will impact on corporate image and consumer’s attitude from a case telecom company in Taiwan. The samples are consumers located in North, Central, South, and East Taiwan. A totally of 600 questionnaires were dispatched, and 513 copies were collected. Excluding 41 invalid questionnaires, the response rate was 78%. This study adopts SPSS12.0 and AMOS16.0 as statistical software. Data analysis includes descriptive statistic, reliability and validity analysis, SEM, t Test, and One Way ANOVA. The research results reveal that (a) CSR for the consumers has a positive influence on corporate image when the firms implement CSR commitments; (b) when the firms have positive CSR behaviors or activities, it may have the positive effect on consumer’s attitude for the firms; and (c) a good corporate image has a significant impact on consumer’s attitude for the firms. The findings suggest that it is necessary to improve CSR awareness and to be a corporate strategy of enterprises so as to meet the expectation of consumers and the enhancement of corporate image.