The Relationships among Corporate Social Responsibility, Corporate Image and Consumer Behavior Intention- A Case Study of an Airline Company

• Main Authors: Hui-Chen Cheng, 鄭卉真
• Other Authors: Kuang-Man Wan
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/m64m7q

碩士 === 國立高雄餐旅大學 === 運輸與休閒服務規劃碩士學位學程 === 102 === Both academic and industry are attention Corporate Social Responsibility（CSR）, In addition to concerning the benefits of operating, but also pay attention to employee rights, social and environmental issues. Many enterprises are commencing CSR actively. Today, CSR activities have been considered as part of essential business activities. In recent years, along with the environmental awareness gradually gains ground, the airline also realize the importance of CSR, regardless it is on engaging in social welfare activities or carbon reduction and other related activities. However, does the consumer would affect their corporate image of the company and purchase intention due to the airline industry to implement CSR or not. Therefore, this paper administered a quasi-experimental design that use Taiwanese Airlines corporate social responsibility of video and papers as auxiliary tool and compares the effectiveness of two kinds of tool towards students of National Kaohsiung University of Hospitality and Tourism. After analysis showed that: 1.After watching the airline introduced of CSR (video and paper) the corporate image and behavioral intentions are upgrade 2. Watching the CSR tool, video is better than paper. 3. CSR in the corporate image and consumer behavioral intentions are positive effects.