臺灣博碩士論文加值系統

近年來，台灣食品安全問題層出不窮，可以觀察到食品廠商表達無辜、政府單位也不斷修改食品衛生管理法，並加重罰責，但仍未制止問題發生，存在社會中無法解決的問題，就是社會企業它存在的空間與價值所在，它利用商業手段解決社會問題，兼具企業營利的能力，但不以利潤最大化為目的，而社會企業銷售的食品，例如:有機或友善環境方式生產的農產品，提供了安全健康的食品給消費者，企圖為社會問題提供一個解決之道。而彼此信任為進行交易的重要關鍵，相較市面上的食品，消費者是否相信社會企業銷售的食品，以及其理念及價值體現？另外，消費者是否願意再次購買是社會企業獲利及發展的重要關鍵。因此，本研究將針對食品社會企業消費者之「消費價值」進行瞭解，而「態度」與「信任」是否會影響消費價值?並探討「消費價值」與「購買行為」、「再購意願」及「支付意願」之間關係。本研究採用依人口比例分配之便利抽樣，選擇社會企業之實體店面發放問卷，針對全台 18 歲以上曾經購買社會企業食品之消費者進行調查，有效問卷共 250 份，研究發現如下:

一、 社會企業食品的「情感價值」對消費者而言是最為重要的。
二、 社會企業食品所傳達的「態度」與「信任」是被消費者所認同的；「態度」會正向提升所有消費價值；「信任」會正向提升功能價值、社會價值、情感價值、嘗新價值，而情境價值除外。
三、 消費者偏好於實體店面購買；資訊來源最多是親友推薦和網路社群；選擇購買考量因素是產品來源安全、品質良好及具有理念；產品類別最多是零食和有機農產品；購買頻率以半年一次最多；購買金額以 100-500 元最多；購買用途則是與家人、好友一起食用最多。
四、 情境價值與購買行為中的「購買頻率」有顯著相關。
五、 「功能價值」與「情感價值」越高，會提高消費者的「再購意願」
六、 「功能價值」與「情感價值」越高，會提高消費者的「支付意願」。

In recent years, the problem of food safety happens a lot and spreads out one after the other. We observed that many food factories had expressed their innocence, and the government has been keeping amending the law governing food sanitation and even set a cumulative penalty for it, but the problem has not been well controlled, so it had become an issue that is not able to be solved in the society. Therefore, social enterprise plays a role to show its reason and value for existence, which utilizes commercial means to solve social problems and earn profit at the same time (but the goal is not maximizing the profit). The food that social enterprise sells, such as agricultural products which are produced through organic or eco-friendly ways, provides a safe and healthy food for consumers, which also offers a solution for social problems. The important key to proceed on the transaction is to trust each other. Comparing with the food that is being served in the market, are consumers willing to trust the food that social enterprise sells and the concepts and values it delivers? On the other hand, the important key for social enterprise to earn profit and develop is to see if consumers are willing to repurchase the products it offers. Therefore, the study tried to understand the “consumption value” of the consumers for social enterprise and to see if “attitude” and “trust” could influence consumption value, and the study also determined the relationships among “consumption value”, “purchasing behavior”, “repurchase intention”, and “willingness to pay”. The study adopted convenience sampling from population proportion distribution and chose the entity stores from social enterprise to dispatch the questionnaire, and it investigated the consumers who were 18 and upward of age and had bought the food from social enterprise. 250 copies of questionnaire were valid, and the discoveries were as follows.
1. The “emotional value” from social enterprise food was the most important thing for the consumers.
2. The “attitude” and “trust” that social enterprise food delivered were recognized by the consumers. The “attitude” could positively increase all the consumption value. The “trust” could positively increase functional value, social value, emotional value, and epistemic value, but conditional value was not included.
3. The consumers preferred to buy the products from entity stores, and the source of the resources was mostly from family, friends, and the internet. The factors that the consumers considered for purchasing were the safety source of products, good quality, and if it had its own concepts. The categories of the products were mostly snacks and organic agricultural products. The purchasing frequency was one time at most for half year. The purchase amount was NTD 100-500 at most. The purpose of the purchase was mostly to share it with family and friends.
4. The “conditional value” was significantly correlated with “purchasing frequency” in purchasing behaviors.
5. If the “functional value” and “emotional value” were higher, they could increase the “repurchase intention”.
6. If the “functional value” and “emotional value” were higher, they could increase the “willingness to pay”.

第一章 序論
第一節　研究背景與動機
第二節　研究目的
第三節　研究流程
第二章 文獻探討
第一節　社會企業
第二節　消費者行為理論
第三章 研究方法
第一節　研究架構與假設
第二節　變數操作定義
第三節　問卷設計
第四節　研究母體與抽樣方法
第五節　資料分析方法
第四章 資料分析與討論
第一節 問卷發放與信度分析
第二節 樣本描述性統計分析
第三節 變異數分析
第四節 皮爾森相關分析
第五節 迴歸分析
第五章 結論
第一節 研究發現
第二節 管理上意涵
第三節 研究限制與未來研究建議
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附錄一

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