新作坊

地方創生對於企業形象與消費者購買意願之影響：以消費者之企業社會責任感知涉入作為調節效果－以臺灣永齡農場為例

摘要：

Regional revitalization (RR) is a new policy in Taiwan. It is based on corporate social responsibility (CSR) which includes environmental, economic and social dimensions. Although the government were devoted to reducing negative social problems, it is not enough to solely rely on the government’s efforts. Therefore, the government expects local enterprises to contribute together. The previous studies explored the feasibility and effect of RR via qualitative approach. However, for enterprises, the company’s benefit is the most important point when they plan a CSR program, and profits are bound up with consumer’s reaction. Therefore, this study explores therelationship among customer’s perception of RR implementation, corporate image (CI) and consumer’s purchase intention (CPI). Furthermore, CI was predicted as a mediator. Besides, to figure out the influence of different degree of CSR information involvement on consumer’s attitude, consumer’s perception of CSR involvement is taken as a moderator in this study. In order to clarify the concept of RR, Yonglin Farm was taken as a case study in this research.