企業社會責任的相關議題在當前商管學術領域中受到相當程度的重視。在實務上，許多企業紛紛注意到企業社會責任的重要性，尤其是當消費者進行購買決策時，企業社會責任與企業形象往往是其決策考量的重要因素。故而，企業是否能藉由履行企業社會責任，以提高企業形象，進而帶動購買意願的提升，是值得研究的議題。本研究以速食業為例，採用結構方程模式方法，探討企業社會責任、企業形象與購買意願三者之間的關聯性，並檢視企業形象在企業社會責任與購買意願之間的中介效果。分析結果顯示，企業社會責任對企業形象有正向影響，企業形象對購買意願亦有正向影響，且企業形象在企業社會責任與購買意願之間具有完全中介作用。因此，業者應善盡企業社會責任，期能塑造正面的企業形象，進而提升消費者之購買意願。最後，本研究根據研究結果提出結論與建議，做為業者在經營管理上之參考方向。 The related issues regarding corporate social responsibility (CSR) have received considerable attention in the academic field of business recently. In practice, many enterprises have noted the importance of CSR. Particularly, CSR and corporate image were often considered as important factors when consumers make the purchase decision-making. Hence, it is an important research issue that whether the implementation of CSR of an enterprise could increase its corporate image, and then motive the purchase intention. This study uses the structural equation modeling (SEM) to explore the relationship among CSR, corporate image, and purchase intention in the fast food industry. Furthermore, this study examines the mediating effect of corporate image between CSR and purchase intention. The results indicate that CSR has a significant influence on corporate image, corporate image has a significant impact on purchase intention, and the full mediating effect of corporate image is significant in the relationship between CSR and purchase intention. Therefore, the managers of enterprises should strive to implement CSR in order to create the positive corporate image, which in turn promote the purchase intention of consumers. Consequently, this study provides some implications and suggestions for managers based on the empirical results.
