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題名 | 企業社會責任、產品信任對生前契約購買意願影響之探討--以涉入程度為干擾變項=A Study on the Impact of Corporate Social Responsibility, Product Trust to Purchasing Willingness in Pre-need Funeral Contract--Involvement Degree as Moderators |
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作者 | 張彥輝; 林宜甲; 陳宗煜; | 書刊名 | 全球商業經營管理學報 |
卷期 | 11 2019.09[民108.09] |
頁次 | 頁155-167 |
分類號 | 496.34 |
關鍵詞 | 生前契約; 企業社會責任; 產品信任; 涉入程度; 購買意願; Pre-need funeral contract; Corporate social responsibility; Product trust; Involvement degree; Purchasing willingness; |
語文 | 中文(Chinese) |
中文摘要 | 有關「生命臨終」大事的議題大多禁諱避談。生老病死對於人們來說是害怕或接觸事情。生命即逝意外突來,往往讓人措手不及,隨著時代的變遷與觀念的改變,相對的呈現多元開放,加上大型殯葬禮儀服務業者透過各種媒體宣傳,引導社會大眾能夠將「生命臨終」列入人生規劃,規劃人生最後的保障,便是購買「生前契約」的契機,預約未來生命臨終的處理方式,自己的身後事由自己主導。企業社會責任已逐漸受到重視,在面臨社會的監督時,國內殯葬禮儀服務業在落實企業社會責任方面才剛受到業者關注,民眾會對其企業是否能夠如實履約,或服務品質能否如企業或業務員所宣稱,仍然存有不信任與擔憂之態度,產生的不安感甚至排斥。台灣的生前契約滲透率極低,故相關市場確實還有極大的成長空間,勢必是業者需要思考改進的地方。本研究以「生前契約」為研究標的,採Likert's五點尺度量表蒐集問卷資料,藉由統計方法來探討企業社會責任、產品信任、涉入程度、購買意願等議題進行探索。研究對象為法定年滿20歲以上之完全行為能力消費者,共發出550份調查問卷,扣除無效問卷121份,有效回收率為78%,計有效問卷數429份。本研究分析結果顯示:(1)企業社會責任對購買意願具有正向影響關係、(2)企業社會責任對產品信任具有正向影響關係、(3)產品信任對購買意願具有正向影響關係、(4)產品信任對企業社會責任與購買意願具有部分中介效果、(5)涉入程度作為調節變數,對產品信任與購買意願並無明顯干擾效果。 |
英文摘要 | Most of the issues concerning the "end of life" are forbidden. Being sick and dying is a fear or contact with people. The sudden loss of life is often unpredictable. With the changes of the times and the change of concepts, the relatively diverse openness, coupled with the large-scale funeral and ceremonial service providers through various media propaganda, guide the public to "life dying" Into life planning, planning the final guarantee of life is to buy the "life contract" opportunity, to make an appointment for the future life dying, and to lead yourself behind. Corporate social responsibility has gradually received attention. In the face of social supervision, the domestic funeral and ceremonial service industry has just received attention from the industry in implementing corporate social responsibility. Will the public be able to perform its business faithfully, or whether the service quality can be as good as business or business? The staff claimed that there is still an attitude of distrust and concern, and the sense of uneasiness and even exclusion. Taiwan's pre-life contract penetration rate is extremely low, so there is indeed a huge room for growth in the relevant market, which is bound to be a place where the industry needs to think about improvement. In this study, the "living contract" was used as the research target. The questionnaire data was collected by Likert's five-point scale. The statistical methods were used to explore issues such as corporate social responsibility, product trust, involvement, and willingness to purchase. The study subjects were full-activity consumers who were legally over 20 years old. A total of 550 questionnaires were sent out, and 121 invalid questionnaires were deducted. The effective recovery rate was 78%, and 429 valid questionnaires were counted. The results of this study show that: (1) corporate social responsibility has a positive impact on purchasing willingness, (2) corporate social responsibility has a positive impact on product trust, and (3) product trust has a positive impact on purchasing willingness, (4) product trust has partial mediation effect on corporate social responsibility and purchasing willingness, and (5) degree of involvement degree as a regulation variable, which has no obvious interference effect on product trust and purchasing willingness. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。