盡管近年來公司對企業(yè)社會責(zé)任(CSR)的參與已大大增加,但企業(yè)通常會進行被標(biāo)記為企業(yè)社會責(zé)任(CSIR)的不道德行為。這項研究探索了多種預(yù)測因素,這些預(yù)測因素與大眾柴油門丑聞相關(guān)聯(lián)地定義了顧客態(tài)度框架,例如較高的消費者期望,負面的電子口碑和不良的品牌聲譽,以及它們對顧客購買不友好商品的意圖的影響。該丑聞被列為該時代最大的企業(yè)社會責(zé)任危機,分析其對消費者態(tài)度的影響被認為是對企業(yè)管理方面的貢獻。在現(xiàn)有文獻的基礎(chǔ)上,進行了一項調(diào)查,以探討預(yù)測因素與消費者態(tài)度和購買意愿之間的關(guān)系。然后將調(diào)查在線分發(fā),并收集了 120份答復(fù)。SPSS和SmartPLS用于分析數(shù)據(jù)并檢驗假設(shè)。實證結(jié)果支持研究模型預(yù)測與不友好產(chǎn)品相關(guān)的消費者購買意愿。結(jié)果表明,作為中介變量,顧客的態(tài)度是評估顧客購買意愿程度的關(guān)鍵預(yù)測指標(biāo),而電子口碑,消費者期望和品牌聲譽被證明與消費者對CSIR的態(tài)度有關(guān)。本文研究了公司試圖通過偽裝營銷活動,廣告,CSR報告來偽裝的一面,同時掩蓋了他們對地球的不道德和不負責(zé)任的行為。這項研究的發(fā)現(xiàn)為公司,營銷人員和研究人員提供了有用的建議,見解和指導(dǎo)。

【文章頁數(shù)】：117 頁

【學(xué)位級別】：碩士

【文章目錄】：
ABSTRACT
摘要
List of abbreviation
CHAPTER 1: INTRODUCTION
    1.1 background
    1.2 Research Question and Significance
    1.3 Objectives
    1.4 Contribution of The Research
    1.5 Structure of The Research
CHAPTER 2: VOLKSWAGEN" GROUP PROFILE AND BACKGROUND INFORMATION
    2.1 Automotive Industry
    2.2 Company Background
    2.3 Volkswagen Group And Social Responsibility
    2.4 Volkswagen Group Scandal
    2.5 Impact of The Scandal on Volkswagen'S Group
    2.6 Trial Closure
    2.7 Volkswagen Group Scandal as a Case of Corporate Social Irresponsibility
    2.8 Company Strategy Post-Dieselgate
CHAPTER 3: LITERATURE REVIEW
    3.1 Research on Corporate Social Responsibility And Irresponsibility
        3.1.1 Different Perspectives About Csr
        3.1.2 Research on Corporate Social Irresponsibility
        3.1.3 Stakeholder Theory
        3.1.4 Environment Aspect Of Corporate Social Responsibility and Irresponsibility
    3.2 Environmental Audit And Accounting
        3.2.1 Environmental Audit
        3.2.2 Environmental accounting
        3.2.3 Standardization of Csr Companies By International Organization For Standardization
        3.2.4 Previous Findings on Consumer Attitude Toward EnvironmentalResponsible Companies
    3.3 Models And Theories on Csr
        3.3.1 Economic Model
        3.3.2 Kohlberg'S Theory Of Moral Development: Why Companies Implement Csr?
        3.3.3 Similarities Between Economic Models And Kohlberg'S Theory
    3.4 Theoretical Background
        3.4.1 Consumer" Purchase Intention
        3.4.2 Consumer Attitude
        3.4.3 Negative Electronic Word of Mouth
        3.4.4 Consumer Expectation
        3.4.5 Brand Reputation
        3.4.6 Relationship Between Attitude And Intention
CHAPTER 4: RESEARCH MODEL AND HYPOTHESES
    4.1 Theoretical Framework and Research Hypotheses
        4.1.1 Independent Variables
        4.1.2 Mediating Variable
    4.2 Conceptual Model
CHAPTER 5: RESEARCH METHODOLOGY
    5.1 Data Collection Method And Sampling Framework
    5.2 Instrument Design
    5.3 Analyze Technique
CHAPTER 6: DATA ANALYSIS AND DISCUSSION
    6.1 Profile of Respondents
    6.2 Descriptive Statistics of Variables
    6.3 Measurement (Outer) Model Results
    6.4 Structural (Inner) Model Results
        6.4.1 Multiple Linear Regression
CHAPTER 7: CONCLUSION AND IMPLICATION
    7.1 Introduction
    7.2 Conclusion
    7.3 Limitation and Future Research:
APPENDIX A: QUESTIONNAIRE
APPENDIX B: FINDINGS
REFERENCES
ACKNOWLEDGEMENT



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