企業社會責任活動與品牌忠誠度之關聯性研究──從消費者觀點的探討

How Corporate Social Responsibility Activities Lead t o Brand Loyalty-From Consumers’ Perspective

目前世界正因為氣候變遷的影響，以及新冠肺炎的肆虐等全球性的問題而感到不安全與不確定，此社會氛圍加速了各界政策性地或自發性地更重視其自身之社會責任，以嘗試舒緩上述問題的衝擊。有別於以往大多數的研究，本研究從消費者的視角，探索企業執行的各種不同型態的社會責任活動，包含法律、道德、慈善與經濟等，是否能讓消費者確實感受到企業正在為改善社會而努力，並進一步研究這種感受可否延伸出消費者對企業的信任、情感與忠誠度。研究結果發現，企業的法律、道德與慈善類型的企業社會責任活動，都比經濟型態的企業社會責任活動讓消費者有較高程度的感知道德，而消費者感知道德會正向影響品牌信任、品牌情感與品牌忠誠度。

The world is currently experiencing insecurity and uncertainty owing to various global issues, such as the effects of climate change and the ongoing COVID-19 pandemic. Such a social climate has sped up the need for all sectors to take their social responsibilities more seriously, either as a matter of policy or on their own initiative, in an attempt to mitigate the effects of these issues. Contrary to most previous studies, this study explores whether consumers are aware of various types of social responsibility activities carried out by firms, including legal, ethical, philanthropic, and economic activities. Furthermore, whether this awareness is translated into consumers’ trust, emotions, and loyalty towards firms will be investigated. Findings of this study reveal firms’ legal, ethical, and philanthropic CSR activities induce a higher degree of perceived ethicality among consumers than economic CSR activities, while consumers’ perceived ethicality has a positive effect on brand trust, emotion, and loyalty.