企業社會責任對消費者之寵物保健品牌購買決策影響

Abstract

在當前社會環境中，大眾對企業應承擔的企業社會責任和義務越來越重視。隨著媒體和資訊傳播管道的發展，企業應該如何實踐社會責任的資訊也變得越來越透明和公開。消費者對企業責任實踐的看法也會同步影響他們對該企業旗下品牌和產品的看法。全球寵物產業蓬勃發展，尤其在台灣社會環境中，寵物飼養數量逐漸攀升，甚至超越新生兒數量，顯示出其快速擴大的產業和市場能量。 寵物產業包括寵物食品、保健品、美容服務和餐飲旅遊等不同項目，本研究主要以寵物保健品牌為研究範疇，探討企業在寵物保健品產業中實踐企業社會責任對消費者選擇購買品牌之影響。基本上，消費者對於品牌的選擇涉及諸多構面，而本研究所側重的面向是與企業社會責任相關的品牌聲譽建立。品牌聲譽建立可以通過建立信譽和持久的品牌形象來產生影響。當品牌聲譽建立起來後，消費者是否會對品牌有不同的偏好評估，進而影響他們最終的消費決策，甚至可能改變對價格的敏感度。 此外，在討論企業社會責任的同時，研究者亦思考著企業如果有意投注、並納入未來策略發展的方向，應該把資源放在哪些項目上？本於企業社會責任應具備多元面向，本研究期望透過初步的發現來能夠揭示企業社會責任對於寵物品牌之消費影響力，並深入探討道德認同是否會影響一般社會大眾對企業社會責任實踐的看法和感知。 本研究透過三種不同的CSR實踐之企業故事情境進行操弄，使用Qualtrics問卷平台建置連結，並以滾雪球方式進行問卷發放。正式問卷回收之有效樣本共計 489 份，並進行後續的描述統計分析、結構方程式模型分析、多群組分析等。研究結果發現CSR衍生的長期品牌聲譽對於寵物保健品消費者的品牌偏好評估有正向影響。數據也證實了CSR實踐對消費者的品牌偏好有正面影響，這最終會透過品牌偏好的增強，提高寵物飼主購買該產品和願意支付溢價的意願。此外，當寵物飼主在道德認同上屬於高度認同的群體時，其品牌偏好對於願意支付溢價的影響程度相對較高，相較於道德認同較低的群體。這意味著道德認同在品牌偏好影響願意支付溢價的路徑中具有調節效果，並且這種效果會根據道德認同的程度而有所不同。最後，本研究根據實證發現，進一步提出未來在學術上與實務上可用以實踐與延伸的方向。

In the current social environment, there is an increasing emphasis on corporate social responsibility and obligations among the public. With the development of media and information channels, it has become increasingly important for companies to practice social responsibility in a transparent and open manner. Consumer perceptions of corporate responsibility practices also influence their views on the brands and products offered by those companies. The global pet industry is thriving, particularly in Taiwan, where the number of pet owners is gradually surpassing the number of newborns, indicating the rapid expansion of this industry and its market potential. The pet industry encompasses various sectors, including pet food, healthcare products, grooming services, and hospitality and tourism. This study primarily focuses on pet healthcare brands and examines the impact of corporate social responsibility practices in the pet healthcare industry on consumers’ brand choices. Consumer brand choices involve multiple dimensions, and this research specifically emphasizes the establishment of brand reputation related to corporate social responsibility. Brand reputation can be influenced by building credibility and a sustainable brand image. Once brand reputation is established, consumers may evaluate brands differently, thereby impacting their ultimate purchasing decisions and even altering their price sensitivity. Furthermore, while discussing corporate social responsibility, researchers also contemplate where companies should allocate resources if they intend to invest in and incorporate future strategic developments. Given that corporate social responsibility should encompass diverse aspects, this study aims to reveal the influence of corporate social responsibility on consumer behavior in relation to pet brands through preliminary findings. It also delves into exploring whether moral identification affects the general public’s perceptions and perspectives regarding the practice of corporate social responsibility. This study manipulates three different corporate storytelling scenarios related to CSR practices, utilizing the Qualtrics survey platform to distribute questionnaires through a snowball sampling method. A total of 489 valid responses were collected for the formal questionnaires, and subsequent analyses included descriptive statistics, structural equation modeling and multigroup analysis. The research findings indicate that the long-term brand reputation derived from CSR has a positive impact on consumers’ preference evaluations of pet healthcare products. The data also confirms the positive influence of CSR practices on consumer brand preferences, ultimately enhancing brand preferences and increasing pet owners’ willingness to purchase the products and pay a premium. Furthermore, when pet owners have a high level of moral identification, their brand preferences have a relatively greater impact on their willingness to pay a premium compared to those with lower moral identification. This suggests that moral identification moderates the path from brand preference to the willingness to pay a premium, and the strength of this effect varies based on the degree of moral identification. Finally, based on empirical findings, this study proposes future directions for academic and practical applications.