| Summary: | 碩士 === 國立臺北商業技術學院 === 國際商務系碩士班 === 101 === Coffee market will continue to expand, the health consciousness of consumers is rise, demand will become the enterprise should be as. Corporate social responsibility from the value-added services to be necessary to develop the international market. Therefore, this study aims to explore the corporate social responsibility, the relationship between perceived value and purchase intention and effect.
This study used a random questionnaires, with 306. In various industries with consumer decision- power of the 18 to 64-year-old ethnic and drinking coffee consumers for the study. The CSR of the coffee industry, environmental protection, social equity and supplier relationships through the functionality and quality of the perceived value on purchase intention to discuss the findings: (1) CSR will affect the perceived value to the purchase intention. (2) CSR will directly affect the willingness of consumers. (3) consumers' perceived value generated by the coffee industry will affect their willingness to buy. (4) CSR via the consumer perceived value to consumers willingness to buy coffee.
Keyword: Coffee industry、 CSR、Perceived value、Willingness to buy
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