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研究生:呂博揚
研究生(外文):Lu,Bo-Yang
論文名稱:以解構式計畫行為理論探討青年族群對社會企業產品消費行為之因素
論文名稱(外文):Decomposed Theory of Planned Behavior on the Young Generation Consuming Behavior Factors for Social Enterprise Products
指導教授:曾碧卿曾碧卿引用關係
指導教授(外文):Tseng,Bi- Ching
口試委員:王正華林懿貞
口試日期:2018-06-26
學位類別:碩士
校院名稱:南臺科技大學
系所名稱:工業管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:75
中文關鍵詞:計畫行為理論青年族群消費者社會企業消費行為
外文關鍵詞:Theory of Planned BehaviorConsumer behaviorSocial Enterprise
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追求最大化的獲利,幾乎是所有企業經營的法則,但是臺灣近年來由於經濟條件的改善以及教育程度的提升,有更多的消費者對於協助弱勢族群以及解決社會問題的意識逐漸抬頭,因此社會企業逐漸地受到重視。經濟部也宣示2014年是臺灣「社會企業元年」。然而在2017年由社企流、星展銀行及聯合報系願景工程一同推出的調查中,發現目前只有約40%的社會企業損益打平,僅有近21%的社會企業單位有盈利,34%仍虧損,顯示目前社會企業的營運面臨不少的困境與挑戰。青年族群消費是臺灣重要的消費族群,如果社會企業能在充分瞭解青年族群的消費行為因素上,採取相對應的行銷策略,就能引導和滿足青年族群,使社會企業產品在競爭中立於不敗之地。
本研究探討青年族群對社會企業產品之消費行為以及重要的影響因素,期盼能對相關單位有所幫助,抽樣設計採用判斷抽樣與滾雪球抽樣進行研究對象的選擇,研究工具是透過網路問卷來進行問卷調查。共發放375份,剃除無效問卷後,共計311份,有效回收率82.9%,所有資料經描述性統計分析、驗證性因素分析及結構方程模式等方法進行假設驗證。本研究結果如下:1.解構式計畫行為理論對社會企業產品消費行為具有良好配適度。2.態度、主觀規範及知覺行為控制皆會對青年族群對社會企業產品的消費行為意圖產生影響。

In recent years, Taiwan’s Social Enterprise have become more and more popular, but we found that many Social Enterprise are confronted with difficulty, We think that if Social Enterprise can understand the consumer behavior of young generation, maybe we can get out of it. Because of young generation is an important consumer group in Taiwan.
This study applied SPSS20 and AMOS20 for statistical analysis. The results are illustrated as follow:First, Theory of Planned Behavior has a good fit for Social Enterprise product consumption behavior. Second, Attitudes, subjective norm and perceived behavioral control can impact on the intention of young people to consume behavior of social enterprise products.

摘要..............iii
abstract...............iv
致謝..............v
目錄..............vi
表目錄..............vii
圖目錄..............ix
第一章 緒論..............1
1.1 研究背景..............1
1.2 研究動機..............2
1.3 研究問題..............2
1.4 研究目的..............4
1.5 研究流程..............4
第二章 文獻探討..............5
2.1 社會企業..............5
2.2 計畫行為理論之相關研究..............9
2.3 消費行為及消費價值之研究..............17
2.4 結構方程模型(SEM)..............21
第三章 研究方法..............23
3.1 研究架構..............23
3.2 研究對象..............23
3.3 研究假說..............24
3.4 研究工具..............25
3.5 資料處理與分析方法..............29
第四章 分析結果..............41
4.1 預試分析..............41
4.2 正式問卷分析..............44
4.3 SEM分析..............47
4.4 假設驗證之結果..............60
第五章 結論與建議..............61
5.1 結論..............61
5.2 未來研究建議..............63
參考文獻..............64
附錄A問卷..............68
附錄B預試敘述統計表..............70
附錄C正式問卷敘述統計表..............71
附錄D常態檢定表..............72
附錄E極端值檢定表(一)..............73
附錄E極端值檢定表(二)..............74
附錄E極端值檢定表(三)..............75


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