全聯企業社會責任、品牌形象、品牌信任與購買意願之研究

Research on corporate social responsibility, brand image, brand trust and willingness to buy

隨著經濟變化，超級市場競爭環境激烈，企業為了吸引消費者的目光，必須打造良好的形象，透過企業社會責任及品牌形象的塑造和消費者對品牌的信任，提升在消費者心中的美好品牌形象與信任，吸引消費者購買並主動向他人推薦。 本研究以探討全聯企業社會責任、品牌形象、品牌信任及購買意願之影響，並透過網路問卷調查方式採取便利抽樣法，回收有效問卷408份。經由SPSS統計軟體分析結果，研究各變數與相關因素之間的影響程度，結果顯示年齡對企業社會責任、品牌形象、品牌信任及購買意願有顯著性差異；企業社會責任對品牌信任、購買意願及品牌形象有正向影響；品牌形象對品牌信任、購買意願有正向影響；品牌信任對購買意願有正向影響。 建議企業社會責任與企業形象相結合，提升消費者對企業的信任，增加更多消費便利性及多元化定能提高購買意願。

With economic changes, the super market competition environment is fierce, enterprises in order to attract the eyes of consumers, must create a good image, through corporate social responsibility and brand image shaping and consumer trust in the brand, enhance the consumer's heart of the beautiful brand image and trust, attract consumers to buy and take the initiative to recommend to others. This study explores the impact of corporate social responsibility, brand image, brand trust and willingness to buy, and adopts a convenient sampling method through online questionnaires to recover 408 valid questionnaires. Through the analysis results of SPSS statistical software, the influence degree between variables and related factors is studied, and the results show that age has significant differences in CSR, brand image, brand trust and purchase intention; It is suggested that the combination of corporate social responsibility and corporate image can enhance consumers' trust in enterprises, increase more consumption convenience and diversification will certainly improve the willingness to buy.