近年來企業社會責任逐漸受到學術界及業界的矚目，越來越多的企業透過履行社會責任來增加競爭優勢。本研究旨在探討企業社會責任如何影響消費者購買意願，包括：企業社會責任對品牌可信度及購買意願的影響；品牌可信度對購買意願的影響；品牌可信度對企業社會責任與購買意願的仲介作用，以及產品涉入對企業社會責任與品牌可信度的干擾效果。
本研究採用問卷調查法，分成預試和正式問卷兩個階段進行。正式問卷階段，以預試篩選出三個房地產品牌為標的，以台灣上班族為樣本，共計發放306份問卷。資料分析，正式實驗採用階層回歸及路徑分析檢驗仲介作用，反應變項則衡量消費者的購買意願。採用階層回歸檢驗干擾效果，反應變項則衡量品牌可信度。研究結果顯示：(1)企業社會責任正向影響消費者購買意願；(2)品牌可信度正向影響消費者購買意願；(3)企業社會責任正向影響品牌可信度；(4)企業社會責任經由品牌可信度之中介正向影響消費者購買意願；(5)相對於低產品涉入，高產品涉入之消費者，企業社會責任與品牌可信度之關係較弱。本研究討論了理論及管理實踐上之意涵，並提出了今後的研究方向。
The main purpose of this study is to explore how corporate social responsibility (CSR) affects consumers' willingness to buy, including: The influence of corporate social responsibility on Brand credibility and purchase intention, the influence of Brand credibility on purchase intention, the intermediary effect of Brand credibility on corporate social and purchase intention, and the effect of product Involvement on the relationship between corporate social responsibility and Brand credibility. This study was conducted in two stages: test and formal questionnaire. Taking the three brands of the selected real estate as the target, a total of 306 questionnaires were distributed to the workers in Taiwan. The results show that:(1)Corporate social responsibility(CSR) positively affects consumer willingness to buy;(2)Brand credibility positively affects consumers' willingness to buy;(3)Corporate social responsibility(CSR)positively affects consumer Brand credibility;(4)Corporate social responsibility(CSR)has a positive impact on consumer willingness to purchase through the intermediary role of Brand credibility;(5)Relative to low product involvement. Consumers with high product involvement have a weak relationship between corporate social responsibility (CSR) and brand credibility. This study discusses the significance of theory and management practice, along with future research directions.
