近年來改善經濟、社會以及環境，達到永續發展的目標已經為世界各國所重視的責任。三星在2019年與聯合國開發計劃署，推出以教育和捐贈為目標的Samsung Global Goals應用程式，共同推動SDGs。三星期待年輕人使用手機APP不只限於日常通訊、休閒、娛樂紓壓，而是一起推動社會變革，社會產生積極影響，本研究想探討Samsung Global Goals對三星的企業社會責任、品牌關係品質，以及消費者的行為意圖之間的關係，以及消費者對SDGs形象的認知對三星企業社會責任、品牌關係品質、態度、慾望與行為意圖是否呈現正向影響。本研究之研究對象為使用三星手機的用戶，藉由線上問卷蒐集分析樣本，使用非隨機抽樣當中的滾雪球抽樣共回收線上問卷191份。本研究採用描述性統計、信效度分析與整體模型徑路分析，發現以下結果：企業社會責任對品牌關係品質呈顯著正向影響、品牌關係品質對消費者態度呈顯著正向影響、消費者態度對消費慾望呈現顯著正向影響、消費慾望對消費者行為意圖呈現顯著正向影響、消費者對SDGs形象的認知對三星企業社會責任、品牌關係品質、態度、慾望與行為意圖並無顯著正向影響。最後本研究向三星以及後續研究者提出相對的建議，希望有助於SDGs和Samsung Global Goals之後的推動。 In 2019, Samsung and the United Nations Development Program launched the Samsung Global Goals app aimed at education and donations to jointly promote SDGs. The relationship between consumers' behavioral intentions, and whether individual consumers' image of Samsung's SDGs will be a disturbing factor. The research objects of this study are users who use Samsung mobile phones. Samples were collected and analyzed through online questionnaires. A total of 191 online questionnaires were recovered using snowball sampling in non-random sampling. The results of this study are as follows: The impact of corporate social responsibility on brand relationship quality, brand relationship quality on consumer attitudes, consumer attitudes on consumption desires, and consumption desires on consumer behavior intentions, the above assumptions are valid, and consumer's SDGs image has no significant positive effect on corporate social responsibility, brand relationship quality, attitude, desire and behavioral intention. Finally, this study puts forward relative suggestions to Samsung and subsequent researchers, hoping to contribute to the promotion of SDGs and Samsung Global Goals.
