Exploring the Corporate Social Responsibility Cognition on Medical Intention – Mediating of Hospital Image

Abstract

SUMMARY Background: In recent years social responsibilities have been frequently discussed in organizations worldwide Organization leaders participate in such responsibilities through various methods As business models have continued to evolve new forms images and management modes of organizations have emerged Studies have indicated that fulfilling corporate social responsibilities (CSRs) enhances corporate image and hence customers’ intentions to purchase their products and services; however few have explored the forms and activities related to social responsibilities conducted by medical institutions which was thus investigated by the current study Methods: A questionnaire survey was employed to examine the extent to which people understand CSR fulfilment; whether such understanding affected their perception of a hospital’s image such as its professionalism and fulfillment of social responsibilities; and how the perception influenced people’s intention to seek treatment Results: A perceived CSR fulfillment resulted in a strong positive hospital image Furthermore people’s perception of the image of a hospital and knowledge of CSRs both positively influenced their intention to seek treatment in the hospital Moreover hospital image mediated the effect of people’s knowledge of CSRs on their intention to seek treatment at a hospital Keywords: corporate social responsibility (CSR); hospital image; intention to seek treatment

Date of Award	2019
Original language	English
Supervisor	Quey-Jen Yeh (Supervisor)