The Influence of Regional Revitalization Implementation on Corporate Image and Consumer's Purchase Intention: The Moderating Effects of Consumer's Perception of Corporate Social Responsibility Involvement-A Case Study of Yonglin Farm in Taiwan

地方創生對於企業形象與消費者購買意願之影響：以消費者之企業社會責任感知涉入作為調節效果－以臺灣永齡農場為例

陳佳欣(Chia-Hsin Chen)；潘慈暉(Tzu-Hui Pan)

Corporate Social Responsibility ； Regional Revitalization ； Corporate Image ； Consumer's Purchase Intention ； Consumer Involvement ； 企業社會責任 ； 企業形象 ； 消費者購買意願 ； 消費者涉入 ； 地方創生

東吳經濟商學學報

104期（2022 / 06 / 01）

1 - 46

英文

Regional revitalization (RR) is a new policy in Taiwan. It is based on corporate social responsibility (CSR) which includes environmental, economic and social dimensions. Although the government were devoted to reducing negative social problems, it is not enough to solely rely on the government's efforts. Therefore, the government expects local enterprises to contribute together. The previous studies explored the feasibility and effect of RR via qualitative approach. However, for enterprises, the company's benefit is the most important point when they plan a CSR program, and profits are bound up with consumer's reaction. Therefore, this study explores the relationship among customer's perception of RR implementation, corporate image (CI) and consumer's purchase intention (CPI). Furthermore, CI was predicted as a mediator. Besides, to figure out the influence of different degree of CSR information involvement on consumer's attitude, consumer's perception of CSR involvement is taken as a moderator in this study. In order to clarify the concept of RR, Yonglin Farm was taken as a case study in this research. 517 valid questionnaires were collected. All subjects are Taiwanese and have basic cognition of CSR. The research results indicated that RR has a significant correlation with CI and CPI. CI performed a partial mediation effect between RR and CPI. In addition, the positive correlation of CI and RR was stronger for people who have lower conception of CSR. Finally, the research results brought out the practical suggestions to the agricultural industry and tourist farms, research limitations, management implication and future research directions.

探究地方創生與企業執行社會責任間之相關分析，本研究共517份有效問卷，所有樣本皆為臺灣人且對企業社會責任有基本認知。據本研究的結果，消費者的地方創生感知與企業形象及消費者購買意願有顯著的關聯性。企業形象在消費者的地方創生感知與消費者購買意願間扮演了部分中介的角色。再者，企業形象與消費者的地方創生感知的正向關聯度對於企業社會責任認知涉入程度較低的人來說較強。在這個研究中，結果顯示地方創生可為企業社會責任活動中的一種項目，社會大眾對於永齡農場地方創生實施計畫是支持的。故，觀光農場產業若有意執行新的企業社會責任項目，在未來是能夠參考本研究結果的。最後，本研究提出了管理方針、研究限制、未來研究方向及建議。

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