| Summary: | 碩士 === 國立臺南大學 === 行政管理學系碩士班 === 100 === As the improvement of globalization and freedom of trade along with the promotion for social concept and global sustainability, the importance of social responsibility in industries is increasing. It is obvious that, the time of focusing on only economic profit has passed. In Taiwan, social responsibility of an enterprise has been thought as one of the keys of creating profit and earning competitive advantage in the society; such an idea became a popular topic of discussion recently. However, researches in this category so far are mostly focusing on social responsibility of regular industries; but there are numbers of controversial industries in industrial structure, and the existence of such industries is certainly conflicting.
Most of the related documents in tobacco and liquor industries in the pass were focusing on drinking hobbit, fond of drinking/smoking, or consumers’ viewpoint of warning photographs on the cover of tobacco cases, etc. There is lack of study related to social responsibility in such industries. Hence, this study will be focusing on the circumstances of how controversial industries, such as tobacco and liquor industries, practice social responsibility in the society. Furthermore, studying in how contents of practice regards to relationships between corporate image and consumers’ acceptance and purchase intention.
This research verifies and studies the relationships between variables by SEM analysis. Results from the analysis: (1) Practice of social responsibility gives notable positive influences to consumer’s purchase intention of products from controversial industries. Even corporate image gives a notable positive influence to consumer’s purchase intention as well. Nevertheless, except Situation one gives a significant result in positive relationships between social responsibility and purchase intention, the other two situations of the survey did not have such outstanding results. (2) There is a significant influence of social responsibility via mediation of corporate image. Accordingly, the practice of social responsibility gives positive influence in consumer’s purchase intention, even to a controversial industry. It is worth to refer for marketing strategy in controversial industries.
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