| Summary: | 碩士 === 文藻外語學院 === 國際事業暨文化交流研究所 === 101 === With the globalization of information and the rise of consumer’s consumption awareness, the issues on Corporate Social Responsibility (CSR) have been discussed eagerly. In recent years, both Taiwan government and some non-government organizations advocate the conception of CSR as well. Also, Some media hold the CSR-related contest, hoping to encourage the enterprise to put more emphasis on the implementation of CSR, to show the attitude of “ Use whatever is taking from the society on the society.” Many enterprises expect to enhance their brand image to impact consumer’s purchase intention by carrying out the social responsibility. However, the effectiveness of that is worth discussing from consumer’s viewpoint.
Most previous researches focused on case studies, lacking of overall empirical research; therefore, this study aimed to survey the relationship among consumer’s CSR perception, brand image, and purchase intention. Twelve brands were chosen from manufacture industry and catering service industry in the questionnaire for statistical analysis and hypotheses testing. Also this study searched the official websites of the 12 brands to find out the CSR information disclosed on the websites. Last, this study compared the result of quantitative and qualitative research.
The result indicates that consumer’s perception of CSR implementation has positive influence on brand image and purchase intention. Moreover, the three aspects of CSR, which are economy, society and environment, cause different degree of impact on brand image and on consumer’s purchase intention.
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