企業社會責任對顧客知覺價值之影響──以W餐飲集團為例

The Influence of Corporate Social Responsibility on Customer's Perceived Value - A Study of Wang Corporate

"企業的發展除了對內要建立完善的制度，對外也要建立企業的外在形象，例如進行企業社會責任（Corporate Social Responsibility, CSR），使顧客可以從企業的CSR中增加對此企業的認知價值，進而提高顧客的消費意願。因此，本研究欲探討企業社會責任的各個構面對於知覺價值的各個構面影響。本研究問卷設計共兩部分，情境描述與構面題項。本研究採便利抽樣，以網路問卷方式發放。透過信效度分析後刪減部分題項，正式問卷共回收368份有效問卷。研究發現整體的企業社會責任，對於知覺價值能產生正向影響，其中企業社會責任的員工面，其對於顧客知覺價值的功能性價值，以及社會價值不具顯著影響。因此本研究建議W餐飲集團，對於企業社會責任中的員工活動，應彰顯其對於顧客知覺價值中的功能價值以及社會價值。"

Enterprise should be developed not only with a sound system internally, but also with an image externally, such as corporate social responsibility, CSR. Thus, customers could perceive higher value and in turn have higher consumption intention. Therefore, this study intends to study the influence of corporate social responsibility on customers' perceived value. The survey for this study is divided into two parts: scenario descriptions and questionnaire. Data has been collected by convenient sampling via internet. Survey items has been fixed after reliability and validity analysis. 368 valid questionnaires have been collected. Results found that overall corporate social responsibility has a significant positive influence on perceived value. However, the corporate social responsibility towards employees has neither significant influence on the functional value of perceived value, nor the social value of perceived value. Therefore, the study suggests that Wang corporate should highlight the functional value and social value of the perceived value in terms of employees' activities of corporate social responsibility.