社會責任與品牌形象對購買意願之影響

The Impact of Social Responsibility and Brand Image on Purchase Intention

本研究旨在探討社會責任與品牌形象對購買意願產生何種影響，以補足先前研究缺口。本研究採用問卷調查法，以便利抽樣方式針對高雄市地區購買過桂格健康食品之消費者進行調查，於各大賣場門口發放300份問卷，總共回收有效問卷248份。經由多元迴歸分析驗證各研究假說，研究結果發現社會責任對購買意呈現正向顯著影響，其中以倫理責任影響性最高，其次依序為經濟責任、法律責任、慈善責任；品牌形象對購買意願呈現正向顯著影響，其中以象徵性影響性最高，其次依序為功能性、經驗性。此外，不同個人背景變項對對購買意願呈現無顯著差異。最後，本研究提出結論與建議。

"The purpose of this study is to explore the impact of social responsibility and brand image on purchase intention to complement previous research gap. This study uses a questionnaire survey method. Convenience sampling is used to survey consumers who have purchased Quaker Health Food in Kaohsiung City. 300 questionnaires were distributed at the entrances of major stores, and a total of 248 valid questionnaires were collected. Via multiple regression analysis to verify the hypothesis, the results showed that social responsibility has a positive and significant impact on purchase intention, among which ethical responsibility has the highest impact, followed by economic responsibility, legal responsibility, and charitable responsibility; Brand image presents a positive and significant influence on purchase intention, among which symbolic influence is the highest, followed by functional and experiential. In addition, different personal background variables show no significant difference in purchasing intention. Finally, this study proposes managerial implications and recommendations."