管理學院經營管理學系

ASIA unversity > 管理學院 > 經營管理學系 > 科技部大專學生研究計畫 > Item 310904400/116444

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题名:	管理學院經營管理學系
作者:	2021 yeneneh
关键词:	Corporate social responsibility;Brand image;Brand loyalty;Repurchase intention;Structural equation modeling
日期:	Effect of Corporate Social Responsibility on Repurchase Intention
上传时间:	2023-06-30 01:48:59 (UTC+0)
摘要:	Corporate social responsibility (CSR) has grown in popularity as a key component of attractive corporate brands. Yet a gap remains in understanding the association between CSR, brand image, brand loyalty, and repurchase intention. This study is an empirical endeavor to provide a framework that will aid in the theoretical comprehension of the relationship between corporate social responsibility, brand image, brand loyalty, and repurchase intention. Structural equation modeling is used to test the proposed research hypotheses. A questionnaire is used as primary data and combines previous studies' instruments, and data is obtained from 221 respondents. The findings indicated that CSR positively affected a company's functional and affective brand image and indicated that CSR had a favorable and significant effect on brand loyalty. However, the study found that CSR has a little direct effect on repurchase intentions. This study helps understand what factors became the primary consideration for the consumer in repurchasing services or products. It also explains and evidence to what extent each variable affects repurchase intention.
显示于类别:	[經營管理學系 ] 科技部大專學生研究計畫

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