臺灣博碩士論文加值系統

「社會企業」近年來愈來愈受重視，其創立雖以「企業」為機構
之運作型式，然其企業願景與使命卻蘊含解決社會議題或提供社會價
值之精神，而對社會與公益有所貢獻。社會企業營運的特質，係其所
需費用的來源，乃仰賴日常營運的自給自足而非依賴捐贈。對於社會
企業而言，如何宣揚其理念，以吸引消費者認同其理念並促進購買，
為當今社會企業有效生存重要的課題。本研究擬探討「善因動機」是
否會影響其對「對社會企業的認同」。本研究定義「善因動機」包含
「社會認同」、「自我表達」、「社會識別」、「社會責任感」四個
子構念。此外，本研究定義「對社會企業之知識與理解」為個體對社
會企業所具備的相關知識及理解程度，並探討其在「善因動機」與「對
社會企業的認同」之間是否具有中介效果。本研究以調查法蒐集資料，
選擇年輕族群為主要對象，計蒐集有效樣本 352 份進行分析，並採
用結構方程模式統計方法以確證理論模型。研究結果發現：「善因動
機」可反映在個體之「社會認同」、「自我表達」、「社會識別」、
「社會責任感」等子構念，「善因動機」並對「對社會企業的認同」
有正向影響。而當個體具有「對社會企業之知識與理解」時，將有助
於「善因動機」對「對社會企業的認同」之影響。因此本研究建議，
應強化公民教育之「社會認同」、「自我表達」、「社會識別」、「社
會責任感」以提升國民之「善因動機」，而有關社會企業理念的廣泛
宣導，應有助於社會大眾對「對社會企業之知識與理解」，由而增進
其「對社會企業的認同」。

Nowadays, "social enterprises" are becoming more and more important. They work like normal enterprises but with their own social purposes and contributions to society. A characteristic of "social enterprises" is that their running cost comes from daily operations, instead of relying on donations. If "social enterprises" are to survive it is crucial that they share their visions, benefits, and ideas with their customers.

This study is intended to explore how the "the motivation of cause" affects its "recognition of social enterprise." This study not only defines "the motivation of cause" contains "social approval", "self-express", "social identity", and "sense of social responsibility" to be four sub-constructs but it also defines "awareness and knowledge of social enterprises" as relevant knowledge. Also, it explores whether there exists medium effects between "the motivation of cause" and "the identity to social enterprises".

This study collected data from the youngster group, namely 352 valid samples of analysis. The results showed that "the motivation of cause" positively reflected with it's four sub-constructs, and "the motivation of cause" benefits "recognition of social enterprises". When an individual has an "awareness and knowledge of the social enterprise," this will enforce "the motivation of cause" and the "recognition of social enterprise" effect. This study suggests that social enterprises should do more civic education to strengthen the "motivation of cause" and the concept of social enterprises; consequently, it will enhance its "recognition of social enterprise."

目錄
謝辭 ............................................................................................................. I
國立臺北大學 98 學年度第 2 學期 碩士學位論文提要 ................... II
ABSTRACT ............................................................................................ III
目錄 .......................................................................................................... IV
圖 次 ........................................................................................................ VI
表 次 ....................................................................................................... VII
第一章 緒論 ........................................................................................... 1
第一節 研究背景與動機 ....................................................................... 1
第二節 研究目的 ................................................................................... 3
第三節 章節架構 ................................................................................... 4
第四節 研究流程 ................................................................................... 5
第二章 文獻探討 ................................................................................... 7
第一節 「社會企業」(SOCIAL ENTERPRISE) ......................................... 7
第二節 「善因動機」(THE MOTIVATION OF CAUSE) ........................... 14
第三節 「對社會企業之知識與理解」 ............................................. 17
第四節 「善因動機」與「對社會企業的認同」的關係 ................. 18
第五節 「善因動機」與「對社會企業之知識與理解」的關係 ..... 20
第六節 「對社會企業之知識與理解」與「對社會企業的認同」的關係 .... 21
第三章 研究架構與研究設計 ............................................................. 23
第一節 研究架構 ................................................................................. 23
第二節 研究假說 ................................................................................. 24
第三節 變數之定義與衡量 ................................................................. 27
第四節 量表發展過程 ......................................................................... 31
第五節 問卷設計 ................................................................................. 32
第六節 研究母體與抽樣設計 ............................................................. 32
第七節 資料分析方法 ......................................................................... 32
第四章 資料分析 ................................................................................. 33
第一節 樣本資料結構分析 ................................................................. 33
第二節 量表信度與效度 ..................................................................... 37
第三節 模型適配及假說確證 ............................................................. 41
第四節 樣本特性對各構念之差異分析 ............................................. 51
第五章 結論與建議 ............................................................................. 55
第一節 結論 ......................................................................................... 55
第二節 研究建議 ................................................................................. 58
參考文獻 ................................................................................................... 61
附錄一 本研究的正式問卷 .................................................................... 64

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