消費者的企業社會責任認知對忠誠度影響之研究 : 以人壽保險公司為例

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Title:	消費者的企業社會責任認知對忠誠度影響之研究 : 以人壽保險公司為例
Other Titles:	Effect of consumers' awareness of corporation social responsibility on loyalty : an empirical study of life insurance company
Authors:	許暐珊;Hsu, Wei-Shan
Contributors:	淡江大學保險學系保險經營碩士班胡宜仁
Keywords:	企業社會責任;消費者信任;忠誠度;樣本特性;中介效果;corporate social responsibility;Consumer trust;Loyalty;consumer characteristics;Mediating Effects
Date:	2013
Issue Date:	2014-01-23 13:42:26 (UTC+8)
Abstract:	2009 年金融海嘯財務弊案的爆發，金融業發生了一連串的信任危機，消費者開始對金融業有更嚴格審視的眼光，要求施行企業社會責任(簡稱CSR)已逐漸成為趨勢。壽險業與社會大眾的生活息息相關，壽險公司需要做出長遠的契約承諾並維繫長期的顧客關係，故消費者信任與忠誠度對壽險公司來說是重要議題，若壽險公司能在施行CSR 的同時，同時兼顧到消費者的態度與行為，對企業來說會更有誘因實踐CSR 相關政策與規劃。本研究目的主要為(1)了解消費者對企業施行企業社會責任的認知、消費者信任與忠誠度之間影響關係，(2)消費者信任在企業社會責任認知與忠誠度間的中介效果，(3)樣本特性與忠誠度間是否有顯著差異存在。本研究主要以台北地區二十歲以上有購買壽險商品的消費者為施測對象，同時利用網路與紙本問卷方式進行發放問卷為期一個月，總計回收有效問卷655 份，有效回收率達81%，經實證分析結果發現: 一、消費者的企業社會責任認知與消費者信任之間為正向顯著影響關係。二、消費者信任與忠誠度之間為正向顯著影響關係。三、消費者的企業社會責任認知與忠誠度之間為正向顯著影響關係。四、消費者信任在消費者的企業社會責任認知與忠誠度之間具有中介效果。五、不同職業、教育程度及年齡的樣本特性與忠誠度之間有顯著差異存在。 Since financial tsunami happened in 2009, finance and insurance sector is facing the trust crisis.To perform coporate social responsibility (CSR) has been a trend over the world. Life insurance industry is closely related to our society nowadays. If we can find the positive relationships between CSR and consumers’ behavior and attitude, the result could provide life insurance companies as an incentive to pay attention to CSR activities. The main purposes of the study are: (1) Explore the relationships among consumers’ awareness of CSR, consumer trust and loyalty. (2) Explore the intermediate effect of consumer trust between consumers’ awareness of CSR and loyalty. (3) Explore the Significant differences of consumer characteristics on loyalty. The samples collected through both traditional and online questionnair from life insurance consumers who are above twenty years old and live in Taipei. Within one month, the results obtain 655 valid questionnaires and the effective received rate is 81%. The analysis demonstrated that: (1) Consumers’ awareness of CSR has positive relationships with consumer trust. (2) Consumer trust has positive relationships with loyalty. (3) Consumers’ awareness of CSR has positive relationships with loyalty. (4) Consumer trust has intermediate effect between consumers’ awareness of CSR and loyalty. (5) Different profession, education and age have significant differences on loyalty.
Appears in Collections:	[Graduate Institute & Department of Insurance Insurance] Thesis

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