探討企業社會責任、品牌形象對購買意願及顧客忠誠度之影響──以統一企業為例

A Study on the impact of Corporate Social Responsibility and Brand Image effect on the Purchase Intention and Customer Loyalty

近來食品安全問題成為社會上的重要議題。消費者認為相關企業要以負責任的態度面對加工製造，更應對食材來源加強把關。而在飲食方面，近年來人們所追求的已不只溫飽，而是「食的安全，食的安心」。本研究欲探討：現今台灣社會對於重視社會責任之企業，是否採取支持態度，並付出實質行動（例如：購買、口碑宣傳等實質行為）。希望藉此研究討論企業重視社會責任是否對企業本身以及消費者產生雙贏的效果。本研究預期採問卷訪談與臺灣經濟新報資料庫（TEJ）及相關報導之資訊，藉消費者觀點結合企業治理及社會責任績效，以探討統一企業在社會責任的現況及經營成果，也就其品牌形象的經營，研究其分別對購買意願及顧客忠誠度之影響。

Recently, food safety has become an important issue in society. Consumers believe that relevant corporates should take a responsible attitude towards manufacturing, more response source ingredients strengthen checks. In the diet, much sought after in recent years has been more than enough to eat, but 'food security, food assured. To investigate this study: Enterprises attach importance to whether the social responsibility of the enterprise itself and the consumers win-win results. The study adopted the information of questionnaire and the Taiwan Economic Journal (TEJ). Consumer views combining corporate governance and social responsibility performance, to explore the Uni-President's Corporate’s social responsibility in the current situation and operating results. The study then integrated its brand image management, and its effect on purchase intention and customer loyalty.