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Abstract[[abstract]]企業善盡社會責任一直以來都是備受關注的議題，而學術上企業社會責任主要分為三類：贊助、善因行銷、企業慈善捐款。許多研究都證實善因行銷能有效提升品牌形象，然而相較於國外，台灣實踐善因行銷的案例並不廣見。因此本研究聚焦在善因行銷，以此為主軸加以探討其與購買意願之間的關係。 本研究之目的是探討善因行銷會如何影響購買意願，以及了解品牌依附和品牌形象在兩者之間的中介效果；本次研究共發出436份網路問卷，有效問卷為423份，有效問卷回收率為97.01%。回收之樣本使用因素分析法萃取出有效題項，並以Cronbach’s α檢測其信度是否足夠，接著使用變異數分析、迴歸分析等統計方法進行資料分析與驗證本研究之研究假說。 研究結果顯示：善因行銷對品牌依附、品牌形象及購買意願皆有正向顯著影響；品牌依附與品牌形象也對購買意願有正向顯著影響；而品牌依附與品牌形象在善因行銷與購買意願之間具有部分中介效果。
[[abstract]]Corporate social responsibility (CSR) has become a must in recent years. There were three types of CSR: sponsorship, cause-related marketing and charitable donation. Many studies have confirmed that cause-related marketing can effectively enhance the brand image. However, cause-related marketing is not common in Taiwan. Therefore, this study focuses on cause-related marketing to discuss its influence on the purchase intention. The purpose of the study is to explore the effects of caused-related marketing on brand attachment, brand image and purchase intention. A total of 436 questionnaires were issued, of which 423 were valid and the recovery rate was 97.01%. This study uses Cronbach’s α to test reliability and exploratory factor analysis to extract items that are sufficient to validate the study. Then, through statistical methods such as analysis of variance and regression analysis, the data analysis hypotheses in this study are performed. The results of the study indicated that cause-related marketing have a positive influence on brand attachment, brand image and purchase intention. In addition, both brand attachment and brand image positively influence purchase intention. While brand attachment and brand image have partial mediating effect on the purchase intention.