企業社會責任與顧客忠誠度之關係：探討企業形象的中介效果－以IKEA為例

The relationship between corporate social responsibility and customer loyalty: The discussion of corporate image's intermediary effect - Taking IKEA as an example

鄭雙慧(Shuang-Hui Cheng)；鄭亦晴(Yi-Ching Cheng)；呂學彰(Hsueh-Chang Lu)；張乃欣(Nai-Sin Jhang)；黃盈甄(Ying-Chen Huang)；胡峻維(Jun-Wei Hu)；王妤萍(Yu-Ping Wang)

企業社會責任 ； 企業形象 ； 顧客忠誠度 ； 中介分析 ； 結構模式驗證 ； Corporate Social Responsibility ； Corporate Image ； Customer Loyalty ； Mediation Analysis ； Structural Equation Modeling

東亞論壇

506期（2019 / 12 / 01）

15 - 31

繁體中文

企業社會責任逐漸風行，企業應如何透過執行企業社會責任建立良好的企業形象，並培養顧客忠誠度來提升競爭力為目前企業的首要任務。本研究以IKEA為例，採用結構模式驗證，探討企業社會責任、企業形象與顧客忠誠度之間的關聯性，並檢視企業形象在企業社會責任與顧客忠誠度之間的中介分析。本研究藉由項目分析以及（SEM, Structural Equation Modeling）結構方程模式建立一個二階的模型，主要探討企業形象會中介企業社會責任與顧客忠誠度間之正向關係和企業社會責任、企業形象對顧客忠誠度之影響模型期望共變異數矩陣與樣本共變異矩陣無差異分析。

The topic of corporate social responsibility is being discussed gradually in Taiwan. How should corporates build up good corporate images by using corporate social responsibility and establish customer loyalty to increase competitiveness becomes corporates'first priority. This research took IKEA as an example and applied structural equation modeling to discuss the relationships among corporate social responsibility, corporate image and customer loyalty, and examined corporate image's mediation analysis between corporate social responsibility and customer loyalty. This research created a second order model by using Item analysis and Structural Equation Modeling (SEM) to discuss on corporate image will intermediary corporate social responsibility and customer loyalty between the positive relationship and corporate social responsibility, corporate image of the impact of customer loyalty model with no difference analysis between the expected co-variation Matrix and the sample co-variation matrix.

1. 蕭志怡(2014)。國立交通大學。
   連結：
2. Anderson, J. C.,Gerbing D. W.(1988).Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.Psychological Bulletin,103(3),411-423.
3. Andreassen, T. W.,Lindested, B.(1998).The Effect of Corporate Image in The Formation of Customer Loyalty.Journal of Service Research,19(1),82-92.
4. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structural equation models.Academic of Marketing Science,16(1),76-94.
5. Barich, H.,Kotler, P.(1991).A Framework for Marketing Image Management.Sloan Management Review,32(2),94-104.
6. Baron, R. M.,Kenny, D. A.(1986).The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.Journal of Personality and Social Psychology,51(6),1173-1182.
7. Bollen, K. A.,Stine, R. A.(1992).Bootstrapping goodness-of-fit measures in structural equation models.Sociological Methods and Research,21(2),205-229.
8. Byrne, B. M.(2010).Structural equation modeling with AMOS: Basic concepts, applications, and programming.New York:Routledge.
9. Dahlsrud, A.(2008).How Corporate Social Responsibility Is Defined: An Analysis of 37 Definitions.Corporate Social Responsibility and Environmental Management,15(1),1-13.
10. Goldberg, M. E.,Hartwick, J.(1990).The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness.Journal of Consumer Research,17(2),172-179.
11. Gremler, D. D.,Brown, S. W.(1996).Service Loyalty: Its Nature, Importance,and Implications, Advancing Service Quality: A Global Perspective.New York:International Service Quality Association.
12. Griffin, G.(2002).Image: It’s all in the Mind (That’s Why It Drives Sales).Instant and Small Commercial Printer,21(8),12-15.
13. Hair, J. F. Jr.,Black, W. C.,Babin, B. J.,Anderson, R. E.,Tatham, R. L.(2006).Multivariate Data Analysis.NJ:Prentice-Hall.
14. He, H.,Li, Y.(2011).CSR and service brand：the mediating effect of brand identification and moderating effect of service quality.Journal of Business Ethics,100(4),673-688.
15. Hoyle, R. H.,Panter, A. T.(1995).Writing about structural equation models, Structural equation modeling: Concepts, issues, and applications.CA:Sage.
16. Kline, R. B.(1998).Methodology in the social sciences. Principles and practice of structural equation modeling.New York:Guilford Press.
17. Kline, R. B.(2005).Methodology in the social sciences. Principles and practice of structural equation modeling.New York:Guilford Press.
18. Kotler, P.,Keller, K.L.(2005).Marketing Management.New Delhi:Prentice-Hall of India Private Limited.
19. Nguyen, N.,Leblanc, G.(2001).Corporate image and corporate reputation in customers' retention decisions in services.Journal of Retailing and Consumer Services,8(4),227-236.
20. Perez, A.,García de los Salmones, M.M.,Rodríguez del Bosque, I.(2012).The effect of corporate associations on consumer behavior.European Journal of Marketing,47(1),218-238.
21. Torkzadeh, G.,Koufteros, X.,Pflughoeft, K(2003).Confirmatory analysis of computer selfefficacy.Structural Equation Modeling,10(2),263-275.
22. Walters,C.G(1978).Consumer Behavior:Theory and Practice.New York:NY.Richard D.Irwin Inc..
23. Williams, L. J.,Hazer, J. T.(1986).Antecedents and consequences of satisfaction and commitment in turnover models: A re-analysis using latent variable structural equation methods.Journal of Applied Psychology,71(2),219-231.
24. Zairi, M.,Peters, J.(2002).The Impact of Socail Responsibility on Business Performance.Managerial Auditing Journal,17(4),174-178.
25. 王文宣(2013)。國立勤益科技大學企業管理系。
26. 江素玲(2013)。國立台中教育大學數位內容科技學系。
27. 吳明隆(2009).SPSS 操作與應用：問卷統計分析實務.臺北市:五南.
28. 呂怡慧,黃純真(2013)。亞洲大學國際企業學系。
29. 李紫潔(2015)。東吳大學企業管理學系。
30. 林孟偉(2012)。國立高雄應用科技大學國際企業系。
31. 邱城英,陳淑娟(2011)。僑光科技大學全球運籌管理碩士在職專班。
32. 邱皓政(2010).量化研究與統計分析—SPSS 資料分析範例.臺北市:五南.
33. 徐韻佳(2009)。淡江大學國際貿易研究所。
34. 張偉豪(2011).論文寫作 SEM 不求人.高雄市:三星統計.
35. 陳木聯(2004)。南華大學管理科學研究所。
36. 陳鉦達(2002)。中國文化大學企業管理研究所。
37. 黃羲俊,李明隆(2011)。國立高雄應用科技大學企業管理系。
38. 楊家禎,楊濱燦,康傅林(2012)。中國文化大學國際企業管理學系。
39. 鄭巧宜(2016)。國立中山大學公共事務管理研究所。