企業社會責任對消費者滿意度之影響：以涉入為干擾

The Influence of Corporate Social Responsibility on Consumer Satisfaction: The Moderating Roles of Involvement

10.53106/181666012022041801004

林彩梅(Tsai-Mei Lin)；劉靜瑜(Jing-Yu Liu)

企業社會責任 ； 消費者滿意度 ； 涉入 ； Corporate Social Responsibility ； Consumer Satisfaction ； Ivolvement

行銷科學學報

18卷1期（2022 / 04 / 01）

87 - 108

繁體中文

近年來面對不斷變化的產業結構及科技趨勢，許多策略行銷聚焦將企業核心能力結合企業社會責任，尋求創新商業發展模式。文獻回顧發現企業社會責任對消費者滿意度的重要性及關注度逐漸提升，本研究以電器品為研究產業，以Google表單進行網路發放問卷，共回收301份問卷，276份為有效問卷，有效樣本回收率92%。分析結果顯示，發現消費者關注落實企業社會責任的年齡逐漸往下，企業落實不同社會責任與消費者滿意度之關係呈顯著正相關，尤其在產品涉入顯著干擾企業社會責任與消費者滿意度之關係。最後，根據研究結果探討理論與管理意涵。

With constant changing industrial structure and technological trends, many marketing strategies focuses on innovation of new business development model through combination of corporate core competence and its social responsibility. Through literature review, it is found that corporate social responsibility gains greater importance relating to consumer awareness and satisfaction. By aiming Electric appliance as main topic, this research conducted survey through Google Forms in which 276 of 301 questionnaires were valid. The return rate of valid samples is 92%. Analysis shows that the younger the customer, the greater corporate social responsibility is valued. Moreover, there finds significant positive correlation between consumer satisfaction and fulfillment of various social responsibilities, especially when the product is with significant interference to corporate social responsibility and consumer satisfaction. Finally, relevant theories and conclusive meanings thereto are discussed in the article.

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