企業社會責任活動作為公司致力於解決電子商務行業日益嚴重的環境問題的主要接觸點，需要仔細管理消費者對它的看法。此外，台灣和印度尼西亞經濟的增長也提高了了解該地區消費者的必要性。本研究旨在了解台灣和印尼消費者對企業社會責任活動和企業社會責任動機的看法如何影響他們的判斷，最終導致他們的忠誠度。本研究表明，感知 CSR（環境領域）對消費者忠誠度沒有顯著影響，而感知 CSR 動機確實有。它還表明地理位置（台灣和印度尼西亞）的調節作用不會顯著影響感知 CSR 和感知 CSR 動機對消費者忠誠度的影響。總之，這些發現加深了我們對企業社會責任將如何通過客戶忠誠度影響消費者，進而影響公司的理解，特別是在台灣和印度尼西亞市場。進一步的建議包括電子商務公司如何通過採取更可持續的戰略來應對，同時在利益相關者之間創造共享價值。
關鍵詞：企業社會責任、企業社會責任、企業社會責任動機、消費者忠誠度、電子商務、台灣、印度尼西亞、可持續發展

CSR activities, as the main touchpoints to the consumers regarding the company’s effort on tackling the growing environmental issue of the e-commerce industry, need to be managed carefully, in regard to how consumers perceived it. Moreover, the growing economy in both Taiwan and Indonesia heightens the need to understand consumers within this region. This study aims to understand how Taiwanese and Indonesian consumers' perceptions of CSR activities and CSR motives impact their judgment which in the end can lead to their loyalty. The present study reveals that Perceived CSR (Environmental domain) has no significant impact on Consumer Loyalty while Perceived CSR Motives do have. It also demonstrates the moderation role of geographical location (Taiwan and Indonesia) does not significantly influence the impacts of Perceived CSR and Perceived CSR Motives on Consumer Loyalty. Together, these findings increase our understanding of how CSR will have an impact on consumers and, in turn, companies via customer loyalty, specifically in Taiwan and Indonesia markets. Further recommendations comprise how e-commerce companies can response by adopting a more sustainable strategy while at the same time creating shared values among their stakeholders.
Keywords: Corporate Social Responsibility, CSR, CSR Motives, Consumer Loyalty, E-commerce, Taiwan, Indonesia, Sustainability

ADVISOR APPROVAL FORM................................................I
ORAL DEFENSE FORM...................................................II
ABSTRACT...........................................................III
ACKNOWLEDGEMENT.....................................................IV
TABLE OF CONTENTS....................................................V
LISTS OF FIGURES...................................................VI
LISTS OF TABLES....................................................VI
CHAPTER 1............................................................1
INTRODUCTION.........................................................1
1.1.1 THE GROWTH OF E-COMMERCE INDUSTRY............................1
1.1.2 THE ENVIRONMENTAL ISSUE OF THE E-COMMERCE INDUSTRY...........3
CHAPTER 2............................................................6
LITERATURE REVIEW....................................................6
CHAPTER 3...........................................................14
RESEARCH METHODOLOGY................................................14
CHAPTER 4...........................................................20
RESEARCH RESULTS....................................................20
CHAPTER 5...........................................................28
CONCLUSIONS.........................................................28
5.3.1 ADOPTING SUSTAINABLE STRATEGY FOR INDUSTRY PLAYERS..........31
5.3.2 CREATING SHARED VALUE FOR INDUSTRY PLAYERS..................34
REFERENCES..........................................................37
APPENDIX............................................................40

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