企業社會責任(CSR)已被公認是企業成功的重要因素。本研究目的是調查在台灣國際觀光旅館實行企業社會責任、企業形象、消費者認同度與購買意圖間的關係。本研究從消費者的角度來看，當國際觀光旅館從事業企業社會活動，會提升企業形象，因而鼓勵有高認同度的消費者提高購買意圖並且接受產品，以增加消費盈餘。
抽樣範圍以台灣國際觀光旅館為主，以年滿20歲以上之消費者為問卷對象。透過問卷調查方式進行問卷訪問。共計發放問卷505份，經刪除無效問卷10份，實得有效問卷495份問卷，問卷回收率為98%。並以結構方程模式(SEM)驗證各變數間因果關係，並建構整合模式。
研究結果發現: 一、企業社會責任對企業形象、消費者認同度皆具正向影響；二、企業形象對消費者認同度具正向影響；三、消費者認同度對購買意圖具正向影響；四、企業形象對購買意圖無顯著關係；五、企業社會責任對購買意圖無顯著關係; 六、消費者認同度中介了企業社會責任、企業形象及購買意圖。最後，可以提供國際觀光飯店的經理和政府政策決策者實用知識，以納入企業社會責任的活動來開創更好的商業計劃和政策。
Corporate social responsibility (CSR) has been acknowledged as an important ingredient for business success. The purpose of this study is to investigate the influence and relationships among corporate social responsibility, corporate image,consumer identification and consumer identification in the hotel industry in Taiwan. The study from a consumer perspective, when the international tourist hotels are engaged in corporate social responsibility activities, will enhance the corporate image, thus encouraging a stronger consumer increasing purchase intention and product acceptance, thus increasing the consumption of the surplus.
The study chooses hotel teaching of international hotel in Taiwan to take the sampling scope, and is 20 year old of above consumer, took the questionnaire provide object, obtains the research analysis to need the sample. A total of 505 questionnaires were demonstrated, and 495 survey questionnaires were collected. With 10 invalid questionnaires, the actual valid reponse rate of this research is 98%. By the structure equation modeling (SEM) real diagnosis research, confirms the relationship among corporate society responsibility, the corporate image, the consumer identification and the purchase intention in the hotel and constructs the conformity pattern.
There are 8 major findings of this study: (1) the corporate society responsibility has the forward influence to the corporate image; (2) the corporate society responsibility has the forward influence to the consumer identification; (3) the corporate image has the forward influence to the consumer identification; (4) the consumer identification has the forward influence to the purchase intention; (5) the corporate image is not remarkable to the consumer identification;(6) the corporate social responsibility is not remarkable to the consumer identification.(7) the mediating effects of consumer identification on the relationship between corporate image and purchase intention (8).the mediating effects of consumer identification on the relationship between corporate social responsibility and purchase intention. Findings can provide industry leaders and government policy makers with practical knowledge with which to develop better business plans and policies that incorporate CSR activities.
