關係品質在企業社會責任與運動消費意圖之中介效果

Abstract

企業無償性的捐助或贊助文化、運動賽會等相關活動和教育項目等，都可視為企業體實踐企業社會責任的策略。企業的目的無非是希望能因此得到消費者的信任、承諾與滿意，進而強化消費者的購買意圖。本研究的目的以國內金融控股公司為例，探討企業社會責任、關係品質與運動消費意圖之關係，並且進一步探討關係品質在企業社會責任與運動消費意圖關係的中介效果。研究工具包括有企業社會責任量表、關係品質量表與運動消費意圖量表，資料處理與分析以描述性統計、皮爾森積差相關與徑路分析等進行分析。本研究於中華職棒2017年9月17、18日在天母與新莊棒球場的比賽中，採取立意取樣的方式共取得912份有效問卷。本研究發現企業社會責任、關係品質與運動消費意圖之間呈現顯著的正向關係，並且關係品質能夠完全中介企業社會責任與運動消費意圖之間的關係。本研究建議企業透過企業社會責任的實現，能夠與消費者建立良好的關係，進而藉此提升消費者的消費意圖，為企業創造差異化的競爭優勢。此外，本研究建議在未來能以實驗研究法探究企業社會責任與運動消費意圖之間的因果關係。

The activities about donations and sponsorship of companies with no compensation included cultural, sporting events and other related activities and educational programs which can be regarded as the practice of corporate social responsibility strategy. Companies which invested these activities hoped to earn the consumer’s trust, commitment, and satisfaction to develop and maintain the relationship with consumers and hence to increase the sport consumption intention. This study aimed to explore the relationship between corporate social responsibility and sport consumption intention of spectators in financial holding companies, and to examine the mediating role of relationship quality between corporate social responsibility and sport consumption intention. The scales of corporate social responsibility, relationship quality, and sport consumption intention were used in survey instruments. The purposive paper survey data was collected (N=912) from spectators at the CPBL games during September 16th to 17th, 2017 in Tianmu and Xinzhuang Baseball Area. Descriptive statistics, Pearson correlation analysis, path analysis, and Sobel test were computed for data analysis. The results revealed the positive correlation among corporate social responsibility, relationship quality and sport consumption intention. The findings also indicated that relationship quality completely mediated the relationship between corporate social responsibility and sport consumption intention. The researcher suggested that companies through the practice of corporate social responsibility can establish a good relationship with consumers, and hence to improve the sport consumption intention, also created the differentiated competitive advantage in business. Moreover, the experiment design can be used to test the causal relation between corporate social responsibility and sport consumption behavior in the future.