臺灣博碩士論文加值系統

近年來「社會企業」在全球蔚為風潮，企業發展也是各個國家相當重視的社會議題，藉由運用商業模式與創新的措施，得以持續創新方式回饋社會與促進經濟。在歐美、南亞等國家創新的商業模式已被證明是能夠維持組織獨立運作，進而達到永續經營並改善社會的商業模式，但國內仍處於萌芽階段，相較於其他產業，「社會企業」仍屬於新興領域，生態圈形成的較緩慢。因此，在財務、人才與政策上，正面臨許多挑戰，需要社會大眾、市場、民間組織與政府單位的支持，得以持續創新，促進社會企業的形成擴展、成長並穩健發展。本研究使用網路問卷調查法及半結構訪談法，並以霍華德-謝思模式為基礎，探討消費者行為是否會因商品或賣家牽涉到社會企業的概念後，而改變其採購意願。

我們以半結構訪談法配合問卷調查法，訪談6位民眾和使用網路問卷收集資料，共回收546份有效問卷，88.2%的有效問卷率，並經由PASW 20及AMOS 18統計軟體分析驗證假說。研究結果顯示，社會企業概念對商品價值與消費者信任度之關係、產品知識與消費者信任度及知覺價值之關係、企業社會責任與消費者信任度及知覺價值之關係、及公平貿易與消費者態度及知覺價值之關係，皆具有顯著之調節作用。同時，消費者的信任度、態度及知覺價值皆會正向影響旗採購意願。另外，訪談結果尚發現，在一定條件下，民眾願意支持社會企業並購買社會企業商品。未來研究可擴展至特定產業、特定社會企業的運作模式及其與消費者或員工之間的互動等影響因素之探討。

Social enterprise and its innovation is recently a popular and worldwide trend as a way of operating business while achieving a social and economic impact, and contributing a positive influence on society. Many countries noticed the considerable importance of its development of innovative business models whose innovative business models and processes can promote economic and social development. Taiwan, however, is still in an embryonic stage and needs more support from industries, society, school, and government for sustainable innovation, development, and growth. In this study, we used a web questionnaire and semi-structured interviews, and adopted Howard-Sheth model to study the moderating effects of social enterprise concept on consumers’ purchase Intention. Our goal is to investigate if social enterprise concept will change or enhance consumers’ purchase decisions and intention.

Questionnaire was used to collect data through online platform and 546 valid responses were gathered and analyzed. Research results showed that social enterprises concept has a significant moderating effect on the relationship of commodity value and consumer trust, product knowledge and consumer trust and perceived value, corporate social responsibility and consumer trust and perceived value, corporate environmental responsibility and consumer and fair trade and consumer attitude and perceived value. And consumer trust, attitude and perceived value has significant influences on purchase intention, respectively. This leads to a conclusion that social enterprise concept can both directly or indirectly affect consumer purchase decisions and intentions. Practitioners can apply such findings in the real business operation. Further research will focus on the factors influencing excellent operation of social enterprises and the innovative SE business models and their interaction with consumers or between employees.

摘要 I
Abstract II
圖目錄 VII
表目錄 VIII
第一章緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究流程 4
第二章文獻探討 7
2.1消費者行為(霍華德-謝思模式) 7
2.2商品價值 8
2.3產品知識 10
2.4企業社會責任(CSR) 12
2.5企業環境責任 14
2.6公平貿易 16
2.6.1地球樹(Earthtree) 18
2.6.2生態綠咖啡ÖKOGREEN 18
2.7態度 19
2.8信任 22
2.9知覺價值(Perceived Value) 24
2.10社會企業 (Social Enterprise) 26
2.10.1台灣全民食物銀行(Taiwan People's Food Bank) 27
2.10.2 大誌雜誌(The Big Issue, TBI) 28
2.10.3 TOMS鞋 28
2.10.4喜願麵包 28
2.11購買意願 29
第三章研究方法 31
3.1研究架構 31
3.2研究假設 32
3.2.1商品價值對消費者態度、信任度、知覺價值之影響 32
3.2.2產品知識對態度、信任度、知覺價值之影響 32
3.2.3企業社會責任對態度、信任度、知覺價值之影響 33
3.2.4企業環境責任對態度、信任度、知覺價值之影響 34
3.2.5公平貿易對態度、信任度、知覺價值之影響 34
3.2.6社會企業概念對產品、企業與消費者之調節效果 35
3.2.7態度、信任度、知覺價值對購買意願之影響 36
3.3問卷設計與前測 37
3.4信度分析 40
3.5效度分析 41
3.6結構方程模式 41
3.7資料蒐集與分析步驟 42
第四章資料分析 43
4.1背景資料分析 43
4.2信度與效度檢測 45
4.3多元常態分配 48
4.4驗證性因素分析-測量模型 50
4.5驗證性因素分析-判別效度 52
4.6測量模型 53
4.7假說檢定 54
4.8干擾變數分析 56
4.9訪談資料分析 59
第五章結果與討論 61
5.1問卷研究發現 61
5.1.1商品價值對消費者因素之影響 62
5.1.2產品知識對消費者因素之影響 63
5.1.3企業社會責任CSR對消費者因素之影響 64
5.1.4公平貿易對個人因素之影響 66
5.1.5社會企業概念對產品知識、商品價值、企業社會責任、企業環境責任、公平貿易之調節效果 67
5.2訪談研究發現 67
5.3研究貢獻 68
5.3.1學術意涵 68
5.3.2實務意涵 69
5.4研究限制與未來研究方向 69
參考文獻 71
中文文獻 71
英文文獻 74
網站文獻 82
附錄一正式問卷 83
附錄二統計分析 86
附錄三量表問項 96
原始題項 96
修改後題項 99

圖目錄
圖1-1、研究流程圖 4
圖2-1、霍華德-謝思模式 7
圖3-1、本研究架構圖 31

表目錄
表2-1、商品價值之相關研究 10
表2-2、產品知識之相關研究 11
表2-3、企業社會責任(CSR)之相關研究 13
表2-4、企業環境責任之相關研究 16
表2-5、公平貿易之相關研究 19
表2-6、態度之相關研究 21
表2-7、信任之相關研究 23
表2-8、知覺價值之相關研究 25
表2-9、購買意願之相關研究 30
表3-1、前測信度分析 39
表3-2、半結構訪談題項 40
表4-1、問卷發放統計 43
表4-2、問卷基本資料樣本數分析 43
表4-3、共同性與構面信度分析 46
表4-4、常態性檢定表 48
表4-5、驗證性因素分析 50
表4-6、判別效度 52
表4-7、適配度指標 54
表4-8、線性結構模式假說驗證 55
表4-9、社會企業概念對商品價值與消費者之調節作用分析 56
表4-10、社會企業概念對產品知識與消費者之調節作用分析 57
表4-11、社會企業概念對企業社會責任CSR與消費者之調節作用分析 57
表4-12、社會企業概念對企業環境責任之調節作用分析 58
表4-13、社會企業概念對公平貿易與消費者之調節作用分析 58
表4-14、訪談對象基本資料 59
表4-15、訪談整理表 60
表5-1、研究假說與研究結果彙整表 61

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