| Summary: | 博士 === 國立嘉義大學 === 企業管理學系 === 104 === Recently, following the expansion of business and the rise of social consciousness, corporate social responsibility (CSR) has gradually become an important issue. In order to understand how customers' cognition on CSR affects the purchase intention, this study investigates in 2 questions: 1. A corporation might achieve a good reputation through executing CSR. Whether this reputation make employees establish a good relationship with customers and further to increase the customers’ purchase intention. 2. Whether corporates can raise customers’ purchase intention by transmitting the concept of executing CSR and improving interaction between customers and service provider . This study selects the Chinaturst as targets to conduct a questionnaire survey and a total of 751 valid questionnaires were collected. The research model combines the variables of customer commitment, relationship benefit and seller-buyer trust relationship and hierarchical regression analysis are used as research methods. The results showed that there is a positive significant effect between customer’s cognition of Chinaturst’s CSR activities and their purchase intention; also, customer commitment, seller-buyer trust relationship and relationship benefit has a positive effect on customer’s purchase intention. Based on these findings, several suggestions have been recommended: 1. Corporates should pay more attention on CSR and improve interaction with customers. 2. Corporates should take CSR into account while developing marketing strategy.
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