| Abstract: | 本研究在探討消費者對企業倫理與社會責任之認知對於他們價格公平知覺，消費者滿意度，購買意圖及抱怨與轉換意圖之間關係，以及因消費者購買力變化而受到影響。
本研究問卷主要包含兩個情境，提供受訪者加油及申辦信用卡的假設情境，用於調查消費者的對企業倫理及社會責任的反應。本研究主要以淡江大學EMBA在職進修之在學學生為問卷發放對象，各實驗情境發放350份紙本問卷，其中加油情境回收307份問卷，信用卡情境回收308份問卷，合計回收615份問卷，問卷回收率為87.9%。本研究利用SPSS 18.0及AMOS 18.0線性結構分析軟體，對本研究變數進行信、效度檢測、變數間相關係數分析與原始資料的各項敍述性統計分析，並對本研究構架進行路徑分析。
研究結果發現除了消費者對企業倫理與社會責任之認知對於他們價格公平知覺，消費者滿意度，購買意圖有正向的影響關係，及抱怨與轉換意圖有負向的影響關係。另外消費者對企業倫理與社會責任認知對於購買意圖及抱怨與轉換意圖之間的關係，會受到價格公平知覺及消費者滿意度之中介效果所影響。而這些中介效果隨著消費者的購買力變化，在價格公平性對購買傾向的中介效應上，低收入消費者比高收入消費者所受的影響更大，而在消費者滿意度導致的轉換或抱怨傾向的中介效應上，情況則相反。
The study explores the relationships between consumers’ perception of business ethics and social responsibility and their perception of price fairness, consumer satisfaction, purchasing intention and complaint as well as conversion intention, and also studies the influence caused by consumers’ purchasing power.
The research questionnaire falls into two situations. The first one is the assumed situation for consumers to gas up and apply for credit cards, and the second one is to investigate consumers’ response to business ethnics and social responsibility. Taking in-service students from EMBA major of Tamkang University as subjects, the research distributes 350 written questionnaires for each research situation, of which, 307 questionnaires for the first situation and 308 for the second situation were returned, with the rate of 87.9%. Adopting the SPSS 18.0 and AMOS 18.0 linear structure analysis software, the research conducts the analysis of the variables, including reliability detection, validity detection, correlation coefficient between variables, narrative statistic analysis on source materials as well as path analysis on the research framework.
The result reveals that the consumers’ cognition on enterprise ethics and social responsibility has positive correlation with perception of price fairness, consumer satisfaction, purchasing intention, and has negative correlation with complaints and shifting purchasing intention. In addition, the influence of consumers’ perception on enterprise ethics and social responsibility on purchasing intention and on complaints and shifting purchasing intention is affected by the mediating effect between perception of price fairness and consumer satisfaction. These mediating effect changes with consumers’ purchasing power. Regarding the mediating effect of perception of price fairness towards purchasing intention, low-income consumers are affected more than high-income consumers, while regarding the mediating effect of consumer satisfaction towards complaints and shifting intention, the situation is opposite. |
