The Effects of Consumer's Perception of Corporate Social Responsibility on Purchase Intention – Treat Consumer-Corporate Identification as a Mediator
| Autor: | Yun-Cheng Yang, 楊運澄 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 This study focuses on consumer behavior, because the corporate profits mainly come from the consumers'' purchasing. If the action of enterprise meets consumer expectations, consumers would purchase their products. Consumers don’t only care about the quality and price of the product when they intend to purchase products. An enterprise CSR performance has a great influence on consumer purchase behavior. Therefore, this study used questionnaires to investigate whether consumers would respond to corporate social responsibility, identify with the corporate, and then purchase the product. This study explored the relationship among the corporate social responsibility, consumer- corporate identification and purchase intention. The empirical results reveal that corporate social responsibility and consumer- corporate identification have a significantly positive influence on purchase intention. The consumer- corporate identification mediates between the corporate social responsibility and purchase intention. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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