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    題名: 金融業永續發展對企業形象、購買意願與知覺風險影響之研究
    The Empirical Study of Financial Industry Sustainable Development, Corporate Image, Purchasing Intention, and Perceived Risk
    作者: 黃士瑋
    貢獻者: 黃秉德
    黃士瑋
    關鍵詞: 永續發展
    三重盈餘
    企業形象
    購買意願
    知覺風險
    永續教育
    Sustainable Development
    Triple Bottom Line
    Corporate Image
    Purchasing Intention
    Perceived Risk
    Sustainable Education
    日期: 2016
    上傳時間: 2016-07-01 16:09:45 (UTC+8)
    摘要: 本研究透過永續發展三重盈餘理論，以虛擬故事法設計問卷，針對金融業永續發展進行研究消費者對於其企業形象、個人及企業購買意願與知覺風險四構面的影響。
    本研究針對各校企業管理研究所碩士生客群為抽樣對象，共收集有效問卷225份，並利用結構方程模式檢驗研究假說。研究結果歸納如下：
    1.金融業永續發展對企業形象有正向影響關係，社會面及環境面表現是關鍵因素。
    2.金融業永續發展對個人購買意願、企業購買意願與知覺風險有正向影響關係，經濟面表現是關鍵因素。
    3.永續教育非為讓受試者更重視各構面社會及環境面向的關鍵要素。
    透過文獻回顧與資料分析實證研究，本研究的研究貢獻如下：
    1.以往文獻較少探討金融業永續發展對於消費者行為的議題，僅有是以企業社會責任為基礎的情況下探討，本研究透過永續發展理論，釐清與企業社會責任關係，針對金融業進行研究消費者行為相關議題。
    2.實證金融業永續發展對於企業形象、個人購買意願、企業購買意願及知覺風險有正向的影響效果，並發現影響各構面的關係面向因素。
    3.實證受試者接受永續教育及對永續認知的多寡與各構面的關係。
    4.研究對象為各校就讀企業管理研究所學生，此群學生對於永續發展議題的觀點對於未來金融業發展永續作為相關實務有其參考價值。
    The research is a study of Corporate Image, Personal Purchasing Intention, Enterprise Purchasing Intention and Perceived Risk based on the sustainable development theory - Triple Bottom Line through the scenario approach to design the questionnaire.
    The study collected 225 valid questionnaires from students who are major in business administration in master degree and took advantage of SEM to verify research hypotheses. Results and discussions are concluded below：
    1.The sustainable development of the financial industry has a positive impact on Corporate Image. Social and Environmental aspects performance are the key factor.
    2.The sustainable development of the financial industry has a positive impact on Personal Purchasing Intention, Enterprise Purchasing Intention and Perceived Risk. Economic aspects performance is the key factor.
    3.Thera are not having positive result on through sustainable education can let the subjects pay more attention to Social and Environmental aspects performance.
    Through analysis of empirical research and literature review, research contributions of this study are concluded below：
    1.Past researches few investigated the case of the financial sector for sustainable development issues in consumer behavior and most of researches are based on corporate social responsibility. Therefore, this study clarifies the relationship between corporate social responsibility and studies cusomers behavior issues through sustainable development theory.
    2.Through the Empirical Study, found that the sustainable development of the financial industry has a positive impact on Corporate Image, Personal Purchasing Intention, Enterprise Purchasing Intention and Perceived Risk and further found the relationships between various aspects (Economic, Social and Environmental).
    3.Through the Empirical Study, found the relationships among sustainable education, awareness of sustainable development and various aspects.
    4.This reasarch, target group are students study for MBA, can apply financial institutes for some pratical reference value when financial institutes want to do the sustainable development.
    第一章 緒論 1
    第一節 研究背景與動機 研究背景與動機 研究背景與動機 1
    第二節 研究目的 研究目的 3
    第二章 文獻探討 文獻探討 5
    第一節 永續發展 永續發展 5
    第二節 企業社會責任 企業社會責任 企業社會責任 7
    第三節 永續發展與企業社會責任 永續發展與企業社會責任 永續發展與企業社會責任 永續發展與企業社會責任 9
    第四節 金融業永續發展 金融業永續發展 金融業永續發展 12
    第五節 企業形象 企業形象 26
    第六節 購買意願 購買意願 28
    第七節 知覺風險 知覺風險 32
    第八節 永續教育 永續教育 34
    第九節 各構面關係 各構面關係 各構面關係 36
    第三章 理論架構與研究方法 理論架構與研究方法 理論架構與研究方法 理論架構與研究方法 40
    第一節 理論架構 理論架構 40
    第二節 研究假設 研究假設 40
    第三節 操作性定義與衡量 操作性定義與衡量 操作性定義與衡量 44
    第四節 問卷設計 問卷設計 49
    第四章 資料分析與實證結果 資料分析與實證結果 資料分析與實證結果 資料分析與實證結果 55
    第一節 假說驗證 假說驗證 55
    第二節 實證結果彙整 實證結果彙整 實證結果彙整 80
    第五章 結論與建議 結論與建議 結論與建議 81
    第一節 研究結果與討論 研究結果與討論 研究結果與討論 81
    第二節 管理意涵 管理意涵 83
    第三節 研究限制與未來建議 研究限制與未來建議 研究限制與未來建議 研究限制與未來建議 84
    參考文獻 86
    附錄－問卷範本 1 99
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    企業管理研究所(MBA學位學程)
    102373079
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