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研究生:林庭生
研究生(外文):Ting-Sheng Lin
論文名稱:台灣消費者對於社會企業產品認知的探討
論文名稱(外文):Exploring Taiwanese Consumers’ Perceptions towards Social Enterprise Products
指導教授:黃文曄
指導教授(外文):Wen-Yeh Huang
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:英文
論文頁數:74
中文關鍵詞:社會企業計畫行為理論
外文關鍵詞:social enterprisetheory of planned behavior
相關次數:
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社會企業的概念在西方已經有三十多年了。所謂的社會企業是將其經由商業活動所賺取的利潤,用來實現其社會目標。在台灣,社會企業也已有二十多年的歷史,但是社會大眾對於其概念卻是相當的薄弱。而社會企業為了繼續發展,其有必要吸引更多消費者的目光與支持。因此,本研究目的為探討台灣消費者對於社會企業產品的認知。
本研究介紹了利他與利己的概念,並認為此二者存在於社會企業產品的特質之中,並為其優點。接著,本研究採用計畫行為理論來預測消費者對於購買此商品的意圖。在本研究的發現之中,態度、主觀規範與知覺行為控制皆能預測消費者購買此商品的意圖,並對消費者的意圖有正向的影響。特別是主觀規範,其對意圖的預測力為三者中最高。此外,利他與利己的想法是能夠成為消費者購買商品的原因的,而這也符合本研究認為此二者為社會企業商品優點的想法。
The concept of social enterprise has developed in the western three decades. Through the commercial activity, social enterprise makes profit for achieving its social goal. In taiwan, social enterprisethis has existed almost twenty years, but people have weak awareness of the concept. In order to keep growing, social enterprise needs to attract more consumers to purchase its product. So, the research is trying to explore Taiwanese consumer’s perception towards the social enterprise product.
This research introduces the altruistic and egoistic attributes of the product, and thinks these are advantages on the product. Then, research adopts the theory of planned behavior to predict consumer’s intention of purchasing the product. In our finding, the result of analysis indicated that attitude, subjective norm, and perceived behavioral control could predict the intention and all have positive influences on intention. Especially the subjective norm, it has the higest predictability on the intention. In addition, altruistic and egoistic ideas could be the reasons for consumer to buy the product, and this fits the thinking of the advantage for the product.
List of Contents
ABSTRACT...i
Acknowledgements...ii
List of Contents...iii
List of Tables...v
List of Figures...vi

Chapter 1 Introduction...1
1.1 Research Background...1
1.1.1 The Importance of NPOs...2
1.1.2 The Crisis for NPO...4
1.1.3 Social Enterprise is Important to NPO...4
1.2 Research Motivation...6
1.2.1 Current Practices of Social Enterprise in Taiwan...6
1.2.2 The Awareness of Social Enterprise in Taiwan...7
1.2.3 Consumers’ Support for Social Enterprise...8
1.3 Purpose of Research...9
Chapter 2 Literature Review...11
2.1 The Development and History of Social Enterprise...11
2.1.1 The Development and History of Social Enterprise in U.S....11
2.1.2 The Development and History of Social Enterprise in Europe...17
2.2 Development of Social Enterprise in Taiwan...22
2.2.1 Social Enterprise is in the Development Stage in Taiwan...22
2.2.2 Successful Practices in Taiwan...24
2.2.3 The Problem of Social Enterprise in Taiwan...26
2.3 The Differences among Social Enterprise, Charity Bazaar, and CRM...27
2.3.1 The Diversities between Social Enterprise and Charity Bazaar...27
2.3.2 The Diversities between Social Enterprise and CRM...27
2.4 The Advantage of the Product from Social Enterprise...29
2.4.1 Altruistic attributes...29
2.4.2 Egoistic Attribute...30
2.4.3 Reducing Perceived Risk by a Social Enterprise Product...32
2.5 Theory of Planned Behavior...34
2.6 Research Framework...37
2.7 Hypotheses...39
Chapter 3 Methodology...41
3.1 Research design and Procedure...41
3.2 Questionnaire design...41
3.3 Measures...42
3.3.1 Measure of the attitude...42
3.3.2 Measure of the subjective norm...42
3.3.3 Measure of the perceived behavior control...43
3.3.4 Measure of the intentions...43
3.4 Respondent & Data Collection...43
3.5 Pretest...43
Chapter 4 Data Analysis...45
4.1 Descriptive Statistics...45
4.2 Reliability Analysis...46
4.3 Hypotheses Test...49
4.3.1 Correlation Analysis...49
4.3.2 Multiple Regression Analysis...50
Chapter 5 Conclusions and Suggestions...55
5.1 Discussions...55
5.1.1 Explanation for Results Concerning the Attitude...55
5.1.2 Explanation for Results Concerning the Subjective Norm...57
5.1.3 Explanation for Results Concerning the PBC...58
5.1.4 The Reason for Purchasing the Social Enterprise Product...59
5.2 Research Limitations & Directions for Future Research...60
5.3 Managerial Implications 61
References...63
Appendix: Formal Questionnaire...71
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