| Summary: | 碩士 === 逢甲大學 === 國際企業管理學士學位學程(英語專班) === 102 === Corporate social responsibility has become mainstream and has becomes part of the strategy of most companies (Franklin 2008), because more and more consumers are increasingly interested in the social responsibility activities of companies (Carrigan &; Attalla 2001; Maignan 2001). This study includes CSR and perceived quality and empirically researches how CSR and perceived quality would affect consumer’s attitudes of corporate-consumer identification and consumer trust, and the resulting effects these have on the consumer behaviors of repurchase intentions and word of mouth.
The results of this study indicate that all the hypotheses of this study are positive and significant. This means that CSR and perceived quality has a positive significant impact on corporate-consumer identification and consumer trust, and that the mediating variable also has a positive significant impact on repurchase intention and word of mouth.
The main contribution of this study is that the result has shown the positive significant relationship between perceived quality and corporate-consumer identification. Past research has suggested that this relationship might be possible. However this study provides evidence to demonstrate the relationship empirically. Companies can take the result of this study and implement the concepts into their strategies. Thus, by implementing concepts of CSR and perceived quality, a company can change consumer attitudes toward the company and encourage the consumer to engage in behaviors in ways that the company desires.
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