| Summary: | 碩士 === 國立成功大學 === 國際企業研究所 === 105 === Crisis is one of the events that firms are reluctant to encounter. Due to the threat and harm it may cause, companies endeavor to avoid crises occurring or reduce the impact of the crisis. Nowadays there is an increasing number of enterprises engaging in the corporate social responsibility (CSR). It is deemed that CSR engagement can not only make contribution to the society and enhance the corporate image but also decrease the negative influence when the negative events occur. However, some research showed that when a negative event occurs to a firm with high CSR consciousness, consumers instead will reprimand the firm for its intolerable deed that should not be committed by a highly CSR conscious firm.
Hence, the purpose of this study is to explore the influence of corporate social responsibility on the consumer purchase intention during a crisis which in the current study is product safety and health incidents. Meanwhile, product involvement and consumer regulatory focus are included as the variables. 200 questionnaires were delivered and collected for data analysis. The result proves that when enterprises encounter product safety and health incidents which has lower diffusion of victims, CSR is positively related to consumer purchase intention. That is, corporate social responsibility can reduce the negative impact on consumers. Furthermore, negative product involvement has negative moderating effect on the relationship between CSR and consumer purchase intention while promotion regulatory focus has positive moderating effect on it.
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