臺灣博碩士論文加值系統

本研究旨在衡量企業社會責任 (CSR) 對消費者行為的影響。具體而言，我們探討了包括對環境、社會、客戶、員工、供應商和股東在內的CSR的組成部分。我們還研究了企業社會責任實踐對品牌態度和購買意願的影響。本研究以四種語言對三個國家的 616 名消費者進行了調查，並進行了詳細的問卷調查。 其中564 個樣本（186 個來自越南、189 個來自印尼和以及189 個來自台灣）有資格分析數據。此外，還利用 LISREL 8.8、STATISTICA 10 和 MINITAB 19 等統計軟體來評估假設並建立結構模型。結果表明，三個國家的消費者並不關心對股東的企業社會責任，而消費者都在考慮對自己的企業社會責任。越南客戶對公司員工表示關心，而印尼和台灣消費者則關注環境和社會。此外，供應商的利益和權利也引起了印尼人的關注。企業社會責任也對三種文化中的所有品牌聲譽都有顯著的積極影響。企業社會責任則是對除越南外的印尼和台灣地區客戶的購買意願產生了積極影響。

This study aimed at measuring the influence of Corporate Social Responsibility (CSR) on consumers’ behaviors. Specifically, we explored the components of CSR including CSR towards the environment, society, customers, employees, suppliers, and shareholders. We also examined the impact of CSR practices on brand attitude and purchase intention. The study surveyed 616 consumers in three countries with detailed questionnaires in four languages. 564 samples (186 from Vietnam, 189 from Indonesia, and 189 from Taiwan) were qualified to analyze the data. Additionally, statistic software including LISREL 8.8, STATISTICA 10, and MINITAB 19 was utilized to evaluate hypotheses and build up the structural model. The results display that consumers in three countries do not care about CSR towards shareholders while consumers all take CSR towards themselves into consideration. Vietnamese customers show their care to companies’ employees while both Indonesian and Taiwanese consumers concentrate on the environment and society. In addition, suppliers’ benefits and rights have gotten Indonesians’ attention. Furthermore, CSR has a positive significant impact on Brand reputation in all three cultures. However, CSR has a positive influence on the customers’ purchase intention in Indonesia and Taiwan except for Vietnam.

摘要 .................................................................................................................................................. i
Abstract ............................................................................................................................................ ii
Acknowledgements ........................................................................................................................ iii
Table of Contents ........................................................................................................................... iv
List of Tables .................................................................................................................................. vi
List of Figures ................................................................................................................................ vii
Abbreviations ............................................................................................................................... viii
Chapter 1. Introduction .................................................................................................................... 1
1.1. Research Background ........................................................................................................... 1
1.2. Research Purpose .................................................................................................................. 4
1.3. Research structure ................................................................................................................. 4
Chapter 2. Literature Review........................................................................................................... 6
2.1. CSR ....................................................................................................................................... 6
2.1.1. CSR towards the Environment ...................................................................................... 7
2.1.2. CSR towards Society ..................................................................................................... 7
2.1.3. CSR towards Customers ................................................................................................ 8
2.1.4. CSR towards Employees ............................................................................................... 8
2.1.5. CSR towards Suppliers .................................................................................................. 9
2.1.6. CSR towards Shareholders ............................................................................................ 9
2.2. Brand attitude ...................................................................................................................... 10
2.3. Purchase intention ............................................................................................................... 10
Chapter 3. Research Methodology ................................................................................................ 12
3.1. Collect data and questionnaire ............................................................................................ 12
3.2. Data analysis ....................................................................................................................... 13
3.2.1. Descriptive statistics .................................................................................................... 13
3.2.2. Regression analysis ..................................................................................................... 13
3.2.3. Linear structural relations (LISREL) ........................................................................... 14
Chapter 4. Results .......................................................................................................................... 15
4.1. Demographic statistics ........................................................................................................ 15
4.2. Regression analysis and LISREL testing ............................................................................ 16
4.2.1. Regression analysis ..................................................................................................... 16
4.2.2 LISREL testing ............................................................................................................. 27
4.2.3 Comparison of the Regression analysis and LISREL model ....................................... 34
v
Chapter 5. Conclusion and discussion ........................................................................................... 36
5.1. Summary of result ............................................................................................................... 36
5.1.1. The correlation across all countries ............................................................................. 36
5.1.2. The correlation per country ......................................................................................... 37
5.2. Theoretical contribution ...................................................................................................... 38
5.3. Managerial implications ..................................................................................................... 39
5.4. Limitations and further research ......................................................................................... 39
References ..................................................................................................................................... 41
Appendix I – English Questionnaire ............................................................................................. 48
Appendix II – Vietnamese Questionnaire ..................................................................................... 54
Appendix III – Indonesian Questionnaire ..................................................................................... 61
Appendix IV – Chinese Questionnaire .......................................................................................... 68
Appendix V – Published Paper for Sustainability (Journal) ......................................................... 74
Appendix VI – Submitted Paper for ICGEBMSSHP-21 (Conference) ...................................... 102
Extended Abstract........................................................................................................................ 112

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