The impact of corporate social initiative on consumer behavior

[[abstract]]中文摘要 經濟繁榮、各企業獲利不斷提升，在追求社會富裕的同時也造成環境污染、貧富 差距擴大的負面社會現象，同時不時有民眾、社會團體對企業造成社會的負面問題提 出抗議，並要求企業善盡社會責任，因此釵h企業不斷投入贊助弱勢團體、維護社區 環境清潔、提倡藝文活動等社會倡議活動，一方面回饋社會並回應民眾的需求，另一 方也希望提高企業形象、獲得民眾的認同。 但是否只要企業投入社會倡議活動就能獲得顧客的認同呢？本研究以實驗設計 方法進行，先進行兩次前測，找出兩家同樣高知名度且受歡迎的企業，以及兩種同樣 重要且適合企業的社會倡議活動，並確認彼此組合代表高低配適度及不同動機，同時 再加入社會倡議執行時間點的變數來做研究，透過訪談與問卷調查的方式進行調查。 在前測階段，共發放250 份，有效問卷為228 份。正式問卷則發放960 份，有效問卷 為843 份。根據上述樣本資料，進一步以SPSS 資料分析進行驗證，研究結果如下： (1) 企業執行社會倡議低配適度相較於高配適度會造成消費者更多的想法、質疑，並降 低消費者的喜愛度、購買意圖、信念，同時質疑企業的動機。 (2) 企業執行社會倡議利益動機相較於社會動機會造成消費者更多的想法、質疑，並降 低消費者的喜愛度、購買意圖、信念，同時質疑企業的動機。 (3) 企業執行社會倡議被動執行相較於主動執行會造成消費者更多的想法、質疑，並降 低消費者的喜愛度、購買意圖、信念，同時質疑企業的動機。 (4) 消費者對社會倡議的涉入度會產生干擾影響，高涉入度對高配適度、社會動機及主 動執行有正面的影響。 本研究從企業執行社會倡議的配適度、動機、時間點切入，探究對消費者行為的 影響，並探討消費者對社會倡議的涉入度是否產生干擾影響，提供企業執行社會倡議 時參考依據，讓企業執行社會倡議時有最好的效益。[[abstract]]Abstract Due to the economical prosperity and the continued profit improvement，it makes the negative phenomenon in the environmental pollution and a poverty gap simultaneously At the same time the public and the community lodge a protest at the short intervals for the negative problems came from enterprises They asked corporate should be devoted to the social responsibility Therefore many corporate plunged into the social initiative activities to sponsor such as the disadvantaged minority maintained the environmental clean of community and advocated art activities etc They requited the society and responded to the public’s needs On the other hand they also hope can enhance the business image and to obtain the public’s identification But is it easy to acquire the customer’s identification only if corporate throw in the social initiative activities？The methodology of this research is processing by experiment design This research has made two pretest which is looking for two high well-like and highly familiar among firm as well as two important and suitable social initiative activities for corporate In the meanwhile to confirm each other combination can stand for high versus low fit and different motivation In the meantime it joined the variable of the social initiative executive timing to do the research Apply to the methodology of interview and questionnaire to investigate In this pretest period it provided 250 copies and the valid are 228 copies The formal questionnaires are 960 copies and the valid are 843 copies According to above-mentioned sample information to go a step further use SPSS to analyze to test and verify the result as below: Ⅱ 2 1 The firm execute the low fit would make consumers more thoughts and reduced consumers’ favor purchasing intention beliefs and query firms’ motivation than the high fit 2 The firm execute the porfit initiative passive execution would make consumers more thoughts and reduced consumers’ favor purchasing intention beliefs and query firms’ motivation than social motivation 3 The firm execute the social initiative reactively would make consumers more thoughts and reduced consumers’ favor purchasing intention beliefs and query firms’ motivation than proactively 4 Consumers would exert an influence for interfering with the involvement of the social initiative And also have the positive effect of high involvement with high fit social motivation with proactive execution This research would like to probe into the influence of consumer’s behavior for social initiative fit; motivation and timing have been executed by firms At the same time it probed into if consumers have brought the interference for the social initiative involvement It provides firms for the reference materials and makes the best effective while executing the social initiativ