Duing to the global telecom liberalization trend, Our domestic Telecom began entering into the free competition marketing, the most important challenge of the domestic telecommunications operations in the future is how to provide a wide range of services and a high level of quality of service, in order to establish a good corporate image.Recently we can find many success stories of cause-related marketing activities, but nothing in the telecom industry,. That is why, this study hopes to consumers as the object of study, if telecom industry put cause-related marketing activities into practice,how it will be affect the corporate image, marketing campaigns consumer trust and a customer purchase intention.
This thesis began by reviewing the relevant articles, and the reserach framework and hypotheses were developed according to relevant theories. This research use the questionnaire survey on Chunghwa Telecom customers and analyzes 335 efficient samples by performing descriptive statistics, factor analysis, reliability analysis, ANOVA, correlation and multiple regression analyses. After the empirical research, the major finding as follows:
1. Cause-related marketing activities has partial positive effects on corporate image in which the social welfare of cause-related marketing activities have more influence to corporate image than academic education, and medical care has no significant effect on corporate image.
2. Corporate image has significant positive influences on consumer purchase intention.
3. Cause-related marketing activities has some positive effects on customer purchase intention, and social welfare in cause-related marketing activities on customers '' purchase intention is more influence than academic education, and health care has no significant effect on customers '' purchase intention.
4. The moderating effects of high customer trust in the influence of corporate image on consumers’ purchase intention is greater than that of low customer trust.