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研究生:楊瀅潔
研究生(外文):YANG,YING-CHIEH
論文名稱:社會企業產品消費者購買意願之研究
論文名稱(外文):A Study on Consumer Purchasing Intention of Social Enterprise Products
指導教授:蔡明春蔡明春引用關係
指導教授(外文):TSAI,MING-CHUN
口試委員:林淑萍蔡明春鄭青展
口試委員(外文):LIN,SHU-PINTSAI,MING-CHUNJHENG,JING-JHAN
口試日期:2016-06-14
學位類別:碩士
校院名稱:中華大學
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:2016
畢業學年度:104
語文別:中文
論文頁數:74
中文關鍵詞:社會企業社會價值購買意願結構方程模式
外文關鍵詞:Social EnterpriseSocial ValuePurchasing IntentionSEM
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社會企業早在1970年代即興起於歐美,而近年來臺灣由於經濟條件的改善以及教育程度的提升,消費者對於協助弱勢族群以及解決重要社會議題的意識也逐漸抬頭,因此社會企業逐步地受到重視。而社會企業之經營模式是以商業行為賺取利潤,不同於一般企業的是,社會企業將營利聚焦於協助弱勢團體或解決社會問題,故社會企業產品之消費行為不僅受到產品/服務品質、知覺價值與品牌形象所影響,社會價值更可能是消費者購買意願之重要影響因素。因此本研究期望藉此探討社會企業之社會價值對品牌形象、知覺品質及知覺價值之影響,進而探討社會價值如何透過品牌形象、知覺品質及知覺價值,間接影響消費者對社會企業產品的購買意願。
為達本研究目的,本研究以社會企業產品之消費族群為調查對象,同時透過社會企業實體店面與社群網路進行問卷調查,此次調查共回收網路問卷140份及實體問卷100份,共計240份問卷,刪除無效問卷,共取得有效回收184份,有效問卷回收率為76.7%。資料回收後,本研究主要利用結構方程模式進行統計分析。研究結果顯示社會價值會正向影響品牌形象、知覺品質及知覺價值,並間接影響消費者對社會企業產品之購買意願。另外,社會價值主要可提升品牌形象,其次為知覺價值。由此可知,社會價值是消費者衡量社會企業品牌形象之重要依據,且社會價值能夠提高消費者對於社會企業產品之知覺價值,進而提升其購買意願。
In 1970s, social enterprise has developed in western countries. In recent years, Taiwan’s consumers assist disadvantaged groups and to address important social issues are gradually gaining awareness, due to improved economy and education. Therefore, social enterprises gradually be taken seriously. Social enterprise business model is based on commercial activity to make a profit. Different from general companies, social enterprises make profits through focusing on assisting disadvantaged groups or to solve social problems. Therefore, the consumer’s behaviors of social enterprise are not only affected by the product / service quality, perceived value and brand image, but social values are more likely to be an important factor of purchasing intention. This study expected to explore how the impact of social value affects brand image, perceived quality and perceived value of social enterprise, and advanced discusses how social values indirect impact on consumer’s purchasing intention through brand image, perceived quality and perceived value.
To achieve the purpose of this study, we survey the consumers of social enterprises. There are total 240 questionnaires were collected, including 140 social network questionnaires and 100 entity questionnaires. Excluding the invalid questionnaires, there are total 184 effective questionnaires obtained, and the effective response rate is 76.7%. After data collection, we utilize structural equation modeling to analyze. The results show that social value will positively affect the brand image, perceived quality and perceived value, and indirectly affect consumer willingness to purchase goods of social enterprises. Besides, the social value can mainly enhance the brand image, and secondly enhance perceived value. It can be seen that social value is an important basis for the consumers to measure the brand image of social enterprise. In addition, the social values can improve consumer perception of the social value, and then enhance their purchase intention.
摘要 i
ABSTRACT ii
誌謝辭 iii
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第二章 文獻探討 6
第一節 社會企業 6
第二節 社會價值 16
第三節 品牌形象 20
第四節 知覺品質 23
第五節 知覺價值 25
第六節 購買意願 28
第七節 研究變數之關聯性 31
第三章 研究設計 36
第一節 研究範圍與對象 36
第二節 研究架構與研究假設 36
第三節 問卷設計 37
第四節 資料分析方法 40
第五節 預試結果分析 43
第四章 研究結果 45
第一節 樣本結構資料分析 45
第二節 信效度分析 47
第三節 各變數之描述性統計分析 49
第四節 差異性分析 50
第五節 結構方程模式分析 54
第五章 結論與建議 58
第一節 結論 58
第二節 建議 60
第三節 研究限制與後續研究建議 62
參考文獻 63
附錄A 74
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