臺灣博碩士論文加值系統

In contemporary world, companies are facing increasing pressure from consumers to be socially responsible. Hence, research on socially responsible companies is necessary for their development. In this research, we particularly focus on social enterprises; those are companies that consider social welfare or environmental protection their priority instead of making profit. Despite of the long appearance of social entrepreneurship in academia, more than twenty years, there is little research on consumers’ attitude toward and motivation to participate in social entrepreneurial activities. This research, therefore, adopts models of agency and perceived consumer effectiveness to explain for consumers’ attitude toward organization and product and their purchase intention in the context of social enterprises. Besides, corporate type was adopted to examine consumers’ preference for cause-related products. The result indicates that perceived consumer effectiveness fill the gap between consumers’ ability to participate and their participating behaviors. Moreover, consumers are posited to have favorable attitude for social enterprise over general corporation. This preference also creates a halo effect that reduces the importance of product quality in consumers’ attitude toward organization and product and purchase intention. Finally, it is conjoint model of agency, not disjoint model of agency, and perceived consumer effectiveness, not empathy that matter in explaining consumers’ attitude toward organization and product as well as purchase intention.

ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VIII
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Definitions of Social Entrepreneurship. 1
1.1.2 Sustainable Funding Sources for Social Entrepreneurship. 5
1.1.3 Consumers’ Helping Behavior. 6
1.2 Research Objective and Contribution. 8
CHAPTER TWO LITERATURE REVIEW 9
2.1 Models of agency. 9
2.1.1 Disjoint Model of Agency. 10
2.1.2 Conjoint Model of Agency. 11
2.1.3 Choice Activation. 12
2.1.4 Choice Activation and Individuals’ Behaviors. 13
2.2 Taiwan Context. 14
2.3 Definitions of Related Concepts. 15
2.3.1 Perceived Consumer Effectiveness. 15
2.3.2 Empathy. 16
2.4 Development of Research Hypotheses. 16
2.4.1 Choice and Perceived Consumer Effectiveness. 16
2.4.2 Perceived Consumer Effectiveness, Attitude toward Organization and Product and Purchase Intention. 17
2.4.3 Mediating Effect of Perceived Consumer Effectiveness in the Relationship between Choice Activation and Attitude toward Organization and Product and Purchase Intention. 19
2.4.4 Choice and Empathy. 19
2.4.5 Empathy and Attitude toward Organization and Product and Purchase Intention. 20
2.4.6 Mediating Effect of Empathy in the Relationship between Choice Activation and Attitude toward Donation and Donation Intention. 21
2.4.7 Moderating Effect of Quality in the Relation between Perceived Consumer Effectiveness and Attitude toward Organization and Product and Purchase Intention. 21
2.4.8 Corporate Type and Attitude toward Organization and Product and Purchase Intention. 23
2.4.9 Moderating Effect of Corporate Type in the Relation between Product Quality and Attitude toward Organization and Purchase Intention. 24
CHAPTER THREE METHODOLOGY 26
3.1 Research Framework. 26
3.2 Construct Manipulation. 27
3.2.1 Choice Activation Manipulation. 27
3.2.2 Corporate Type Manipulation. 28
3.3 Construct Measurement. 28
3.3.1 Perceived Consumer Effectiveness. 28
3.3.2 Victim Empathy. 29
3.3.3 Cause Involvement, Political Orientation and Conjoint Model of Agency Characteristics as Covariates. 29
3.4.4 Attitude toward organization and product and purchase intention. 31
3.4 Manipulation Check. 31
3.5 Experiment Design. 31
3.6 Sampling Plan. 32
3.7 Experimental Flow. 32
3.8 Data Analysis Procedure. 32
CHAPTER FOUR RESEARCH RESULT 34
4.1 Descriptive Statistics. 34
4.2 Factor Analysis and Reliability Test. 35
4.2.1 Factor Analysis. 35
4.2.2 Reliability Test. 35
4.3 Testing and Analyzing Main Study. 39
4.3.1 Manipulation Check. 39
4.3.2 Testing Hypothesis 1. 42
4.3.3 Testing Hypothesis 2. 45
4.3.4 Testing Hypothesis 3. 49
4.3.5 Testing Hypothesis 4. 58
4.3.6 Testing Hypothesis 5. 62
4.3.7 Testing Hypothesis 6. 65
4.3.8 Testing Hypothesis 7. 66
4.3.9 Testing Hypothesis 8. 72
4.3.10 Testing Hypothesis 9. 75
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 83
5.1 Academic Contributions. 83
5.1.1 Disjoint Model of Agency and Conjoint Model of Agency in the Context of Taiwan. 83
5.1.2 Perceived Consumer Effectiveness in Social Enterprise Context. 84
5.1.3 Empathy toward Beneficiaries of Purchase. 84
5.2 Practical Implications. 85
5.2.1 Cooperation with Social Enterprise in Cause-Related Marketing. 85
5.2.2 Conjoint Model of Agency Characteristics an Perceived Consumer Effectiveness in Marketing Campaign. 86
5.3 Limitations and Suggestions for Future Research. 86
5.4 Conclusion. 87
REFERENCES 89
APPENDICES 95
Appendix 1.1: English Consent Form. 95
Appendix 1.2: Chinese Consent Form. 96
Appendix 2.1: English Choice Manipulation 1 – Neutral Condition. 97
Appendix 2.2: English Choice Manipulation 2 – Choice Condition. 99
Appendix 3.1: Chinese Choice Manipulation 1 – Neutral Condition. 100
Appendix 3.2: Chinese Choice Manipulation 2 – Choice Condition. 102
Appendix 4.1: English Questionnaire 1 – Social Enterprise with High Quality Product. 103
Appendix 4.2: English Questionnaire 2 – Social Enterprise with Low Quality Product. 106
Appendix 4.3: English Questionnaire 3 – General Corporation with High Quality Product. 109
Appendix 4.4: English Questionnaire 4 – General Corporation with Low Quality Product. 111
Appendix 5.1: Chinese Questionnaire 1 – Social Enterprise with High Quality Product. 114
Appendix 5.2: Chinese Questionnaire 2 – Social Enterprise with Low Quality Product. 116
Appendix 5.3: Chinese Questionnaire 3 – General Corporation with High Quality Product. 119
Appendix 5.4: Chinese Questionnaire 4 – General Corporation with Low Quality Product. 121
Appendix 6: Taiwan Context. 123

Akehurst, G., Afonso, C., ＆ Martins Gonçalves, H. (2012). Re-examining green purchase behaviour and the green consumer profile: New evidences. Management Decision, 50(5), 972-988.
Allen, C. T. (1982). Self-perception based strategies for stimulating energy conservation. Journal of Consumer Research, 8(4), 381-390.
Amos Jr, O. M. (1982). Empirical analysis of motives underlying individual contributions to charity. Atlantic Economic Journal, 10(4), 45-52.
Anderson, C. A., Shibuya, A., Ihori, N., Swing, E. L., Bushman, B. J., Sakamoto, A., . . . Saleem, M. (2010). Violent video game effects on aggression, empathy, and prosocial behavior in eastern and western countries: A meta-analytic review. Psychological Bulletin, 136(2), 151-173.
Antil, J. H. (1984). Socially responsible consumers: Profile and implications for public policy. Journal of Macromarketing, 4(2), 18-39.
Arnold, M. J., ＆ Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
Austin, J., Stevenson, H., ＆ Wei‐Skillern, J. (2006). Social and commercial entrepreneurship: Same, different, or both? Entrepreneurship Theory and Practice, 30(1), 1-22.
Avenell, S. A. (2010). Making Japanese citizens: Civil society and the mythology of the Shimin in postwar Japan. California: Univ of California Press.
Awad, T. A. (2011). Environmental segmentation alternatives: Buyers' profiles and implications. Journal of Islamic Marketing, 2(1), 55-73.
Babin, B. J., Darden, W. R., ＆ Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Bandura, A. (1995). Self-efficacy in changing societies. Cambridge: Cambridge University Press.
Baron, D. P. (2007). Corporate social responsibility and social entrepreneurship. Journal of Economics ＆ Management Strategy, 16(3), 683-717.
Baron, R. M., ＆ Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Batson, C. D., Batson, J. G., Griffitt, C. A., Barrientos, S., Brandt, J. R., Sprengelmeyer, P., ＆ Bayly, M. J. (1989). Negative-state relief and the empathy—altruism hypothesis. Journal of Personality and Social Psychology, 56(6), 922-933.
Baumann, D. J., Cialdini, R. B., ＆ Kendrick, D. T. (1981). Altruism as hedonism: Helping and self-gratification as equivalent responses. Journal of Personality and Social Psychology, 40(6), 1039-1046.
Bendapudi, N., Singh, S. N., ＆ Bendapudi, V. (1996). Enhancing helping behavior: An integrative framework for promotion planning. The Journal of Marketing, 60(3), 33-49.
Berger, I. E., ＆ Corbin, R. M. (1992). Perceived consumer effectiveness and faith in others as moderators of environmentally responsible behaviors. Journal of Public Policy ＆ Marketing, 11(2), 79-89.
Bigné-Alcañiz, E., Currás-Pérez, R., Ruiz-Mafé, C., ＆ Sanz-Blas, S. (2010). Consumer behavioural intentions in cause-related marketing. The role of identification and social cause involvement. International Review on Public and Nonprofit Marketing, 7(2), 127-143.
Bornstein, D. (2007). How to change the world: Social entrepreneurs and the power of new ideas. Oxford: Oxford University Press.
Brockman, V., ＆ Broadbent, J. (2011). East Asian social movements: Power, protest, and change in a dynamic region. New York: Springer-Verlag New York.
Brown, T. J., ＆ Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. The Journal of Marketing, 61(1), 68-84.
Burnett, M. S., ＆ Lunsford, D. A. (1994). Conceptualizing guilt in the consumer decision-making process. Journal of Consumer Marketing, 11(3), 33-43.
Chapman, M., Zahn-Waxler, C., Cooperman, G., ＆ Iannotti, R. (1987). Empathy and responsibility in the motivation of children's helping. Developmental Psychology, 23(1), 140-145.
Chiou, J.-S. (2001). Horizontal and vertical individualism and collectivism among college students in the United States, Taiwan, and Argentina. The Journal of Social Psychology, 141(5), 667-678.
Cialdini, R. B., Schaller, M., Houlihan, D., Arps, K., Fultz, J., ＆ Beaman, A. L. (1987). Empathy-based helping: Is it selflessly or selfishly motivated? Journal of Personality and Social Psychology, 52(4), 749-758.
Creyer, E. H. (1997). The influence of firm behavior on purchase intention: Do consumers really care about business ethics? Journal of Consumer Marketing, 14(6), 421-432.
Dacin, P. A., Dacin, M. T., ＆ Matear, M. (2010). Social entrepreneurship: Why we don't need a new theory and how we move forward from here. The Academy of Management Perspectives, 24(3), 37-57.
Dawson, S. (1988). Four motivations for charitable giving: Implications for marketing strategy to attract monetary donations for medical research. Journal of Health Care Marketing, 8(2), 31-37.
Deci, E. L., ＆ Ryan, R. M. (1987). The support of autonomy and the control of behavior. Journal of Personality and Social Psychology, 53(6), 1024-1037.
Ellen, P. S., Mohr, L. A., ＆ Webb, D. J. (2000). Charitable programs and the retailer: Do they mix? Journal of Retailing, 76(3), 393-406.
Ellen, P. S., Wiener, J. L., ＆ Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy ＆ Marketing, 10(2), 102-117.
Fisher, R. J., Vandenbosch, M., ＆ Antia, K. D. (2008). An empathy‐helping perspective on consumers’ responses to fund‐raising appeals. Journal of Consumer Research, 35(3), 519-531.
Grau, S. L., ＆ Folse, J. A. G. (2007). Cause-related marketing (CRM): The influence of donation proximity and message-framing cues on the less-involved consumer. Journal of Advertising, 36(4), 19-33.
Griffin, M., Babin, B. J., Attaway, J. S., ＆ Darden, W. R. (1993). Hey you, can ya spare some change? The case of empathy and personal distress as reactions to charitable appeals. Advances in Consumer Research, 20(1), 508-514.
Guy, B. S., ＆ Patton, W. E. (1989). The marketing of altruistic causes: Understanding why people help. Journal of Consumer Marketing, 6(1), 19-30.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., ＆ Tatham, R. L. (2006). Multivariate data analysis (Vol. 6). Upper Saddle River: Pearson Prentice Hall.
Harding, R. (2007). Understanding social entrepreneurship. Industry and Higher Education, 21(1), 73-84.
Harris, M. B. (1977). Effects of altruism on mood. The Journal of Social Psychology, 102(2), 197-208.
Hibbert, S. A., Hogg, G., ＆ Quinn, T. (2005). Social entrepreneurship: Understanding consumer motives for buying The Big Issue. Journal of Consumer Behaviour, 4(3), 159-172.
Howard, J. A., ＆ Barnett, M. A. (1981). Arousal of empathy and subsequent generosity in young children. The Journal of Genetic Psychology, 138(2), 307-308.
Hsin-Hui, C. (2008). The colonial 'civilizing process' in Dutch Formosa: 1624-1662 (Vol. 10). Leiden: Brill Academic Pub.
Hui-Chun, Yu, ＆ Miller, P. (2003). The generation gap and cultural influence: A Taiwan empirical investigation. Cross Cultural Management: An International Journal, 10(3), 23-41.
Hur, M. H. (2006). Exploring the motivation factors of charitable giving and their value structure: A case study of Seoul, Korea. Social Behavior and Personality: An International Journal, 34(6), 661-680.
Ishii, K., Su, H., ＆ Watanabe, S. (1999). Japanese and US programs in Taiwan: New patterns in Taiwanese television. Journal of Broadcasting ＆ Electronic Media, 43(3), 416-431.
Kan, S. A. (2010). Democratic reforms in Taiwan: Issues for Congress. Arlington: Congressial Research Service Retrieved from http://fas.org/sgp/crs/row/R41263.pdf.
Kim, Y., ＆ Choi, S. M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Advances in Consumer Research, 32(1), 592-599.
Kinnear, T. C., Taylor, J. R., ＆ Ahmed, S. A. (1974). Ecologically concerned consumers: Who are they? The Journal of Marketing, 38(2), 20-24.
Klein, J., ＆ Dawar, N. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis. International Journal of Research in Marketing, 21(3), 203-217.
Kumar, N., Scheer, L. K., ＆ Steenkamp, J.-B. E. (1995). The effects of perceived interdependence on dealer attitudes. Journal of Marketing Research, 32(3), 348-356.
Lambert, A. J., ＆ Raichle, K. (2000). The role of political ideology in mediating judgments of blame in rape victims and their assailants: A test of the just world, personal responsibility, and legitimization hypotheses. Personality and Social Psychology Bulletin, 26(7), 853-863.
Lasprogata, G. A., ＆ Cotten, M. N. (2003). Contemplating “enterprise: The business and legal challenges of social entrepreneurship. American Business Law Journal, 41(1), 67-114.
Lee, J. A., ＆ Holden, S. J. (1999). Understanding the determinants of environmentally conscious behavior. Psychology and Marketing, 16(5), 373-392.
Light, P. C. (2006). Reshaping social entrepreneurship. Stanford Social Innovation Review, 4(3), 47-51.
Markus, H. R., ＆ Kitayama, S. (2003). Models of agency: Sociocultural diversity in the construction of action. Paper presented at the Nebraska symposium on motivation, Nebraska, United States.
Markus, H. R., Uchida, Y., Omoregie, H., Townsend, S. S., ＆ Kitayama, S. (2006). Going for the gold: Models of agency in Japanese and American contexts. Psychological Science, 17(2), 103-112.
Martin, R. L., ＆ Osberg, S. (2007). Social entrepreneurship: The case for definition. Stanford Social Innovation Review, 5(2), 28-39.
McGrath, S. (1997). Giving donors good reason to give again. International Journal of Nonprofit and Voluntary Sector Marketing, 2(2), 125-135.
Mohr, L. A., Webb, D. J., ＆ Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. The Journal of Consumer Affairs, 35(1), 45-72.
Naskrent, J., ＆ Siebelt, P. (2011). The influence of commitment, trust, satisfaction, and involvement on donor retention. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 22(4), 757-778.
Nath Sanyal, S., ＆ Datta, S. K. (2011). The effect of perceived quality on brand equity: An empirical study on generic drugs. Asia Pacific Journal of Marketing and Logistics, 23(5), 604-625.
Peredo, A. M., ＆ McLean, M. (2006). Social entrepreneurship: A critical review of the concept. Journal of World Business, 41(1), 56-65.
Petkus, E., ＆ Woodruff, R. B. (1992). A model of the socially responsible decision-making process in marketing: Linking decision makers and stakeholders. Paper presented at the Proceedings of the Winter, Chicago.
Piff, P. K., Kraus, M. W., Côté, S., Cheng, B. H., ＆ Keltner, D. (2010). Having less, giving more: The influence of social class on prosocial behavior. Journal of Personality and Social Psychology, 99(5), 771-784.
Ritchie, J. B., McDougall, G. H., ＆ Claxton, J. D. (1981). Complexities of household energy consumption and conservation. Journal of Consumer Research, 8(3), 233-242.
Roberts, J. A. (1996). Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research, 36(3), 217-231.
Roberts, J. A., ＆ Bacon, D. R. (1997). Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior. Journal of Business Research, 40(1), 79-89.
Robinson, J. P., ＆ Shaver, P. R. (1973). Measures of social psychological attitudes. Michigan: Institude for Social Research, Michigan University.
Rousseau, D. M., Sitkin, S. B., Burt, R. S., ＆ Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393-404.
Saleem, S., Rahman, S. U., ＆ Umar, R. M. (2015). Measuring customer based beverage brand equity: Investigating the relationship between perceived quality, brand awareness, brand image, and brand loyalty. International Journal of Marketing Studies, 7(1), 66-77.
Sargeant, A., ＆ Lee, S. (2004). Trust and relationship commitment in the United Kingdom voluntary sector: Determinants of donor behavior. Psychology ＆ Marketing, 21(8), 613-635.
Savani, K., Markus, H. R., Naidu, N., Kumar, S., ＆ Berlia, N. (2010). What counts as a choice? US Americans are more likely than Indians to construe actions as choices. Psychological Science, 21(3), 391-398.
Savani, K., ＆ Rattan, A. (2012). A choice mind-set increases the acceptance and maintenance of wealth inequality. Psychological Science, 23(7), 796-804.
Savani, K., Stephens, N. M., ＆ Markus, H. R. (2011). The unanticipated interpersonal and societal consequences of choice victim blaming and reduced support for the public good. Psychological Science, 22(6), 795-802.
Shabbir, H., Palihawadana, D., ＆ Thwaites, D. (2007). Determining the antecedents and consequences of donor‐perceived relationship quality—A dimensional qualitative research approach. Psychology ＆ Marketing, 24(3), 271-293.
Sharir, M., ＆ Lerner, M. (2006). Gauging the success of social ventures initiated by individual social entrepreneurs. Journal of World Business, 41(1), 6-20.
Sheth, J. N., Newman, B. I., ＆ Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
Short, J. C., Moss, T. W., ＆ Lumpkin, G. T. (2009). Research in social entrepreneurship: Past contributions and future opportunities. Strategic Entrepreneurship Journal, 3(2), 161-194.
Smith, A. (2006). Cognitive empathy and emotional empathy in human behavior and evolution. Psychological Record, 56(1), 3-21.
Straughan, R., Straughan, J., ＆ Roberts. (1999). Environmental segmentation alternatives: A look at green consumer behavior in the new millennium. The Journal of Consumer Marketing, 16(6), 558-575.
Sullivan Mort, G., Weerawardena, J., ＆ Carnegie, K. (2003). Social entrepreneurship: Towards conceptualisation. International Journal of Nonprofit and Voluntary Sector Marketing, 8(1), 76-88.
Sze, J. A., Gyurak, A., Goodkind, M. S., ＆ Levenson, R. W. (2012). Greater emotional empathy and prosocial behavior in late life. Emotion, 12(5), 1129-1140.
Thompson, J. L. (2002). The world of the social entrepreneur. International Journal of Public Sector Management, 15(5), 412-431.
Van Slyke, D. M., ＆ Newman, H. K. (2006). Venture philanthropy and social entrepreneurship in community redevelopment. Nonprofit Management and Leadership, 16(3), 345-368.
Verhoef, P. C. (2005). Explaining purchases of organic meat by Dutch consumers. European Review of Agricultural Economics, 32(2), 245-267.
Vermeir, I., ＆ Verbeke, W. (2006). Sustainable food consumption: Exploring the consumer “attitude–behavioral intention gap. Journal of Agricultural and Environmental Ethics, 19(2), 169-194.
Wakefield, K. L., ＆ Baker, J. (1998). Excitement at the mall: Determinants and effects on shopping response. Journal of Retailing, 74(4), 515-539.
Webster Jr, F. E. (1975). Determining the characteristics of the socially conscious consumer. Journal of Consumer Research, 2(3), 188-196.
Woltin, K. A., Yzerbyt, V. Y., ＆ Corneille, O. (2011). On reducing an empathy gap: The impact of self‐construal and order of judgment. British Journal of Social Psychology, 50(3), 553-562.
Wood, S. (2012). Prone to Progress: Using Personality to Identify Supporters of Innovative Social Entrepreneurship. Journal of Public Policy ＆ Marketing, 31(1), 129-141.
Young, D. (2001). Social enterprise in the United States: Alternate identities and forms. Paper presented at the The Social Enterprise: A Comparative Perspective, Trento, Italy.