A Study in Consumer Sociopolitical Activism (CnSA)

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姓名

蔡潔誼(Jenny Chieh-Yi Tsai) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

(A Study in Consumer Sociopolitical Activism (CnSA))

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至系統瀏覽論文 (2026-10-13以後開放)

摘要(中)

本研究引入並概念化了“消費者社會政治行動主義”(以下簡稱 CnSA)的概念，以描繪消費者透過各種不同的行動來表達對於社會政治問題的立場，同時，研究消費者如何看待和回應參與社會政治事件和行動的品牌，以及公司對於社會政治問題的立場如何影響消費者的購買決定。我們應用問題解決的情境理論(也稱為 STOPS)來更好地理解消費者將社會政治問題視為問題時的前因，進而產生解決問題的動機，最終導致消費者構成的社會政治行動主義，進而對於與消費者立場一致的品牌產生影響。本研究運用配額抽樣方法，並基於 440 名合格受訪者的在線調查樣本開發了一個概念模型，數據分析則使用了結構方程模式:偏最小平方法 (PLS-SEM)。台灣桃園市的調查結果為模型的有效性提供了合理的支持。換句話說，台灣不同年齡的消費者透過參與不同的行動來表達他們涉及社會政治激進主義的意願和立場，而在社會政治問題上與消費者立場一致的公司也將獲得消費者的支持和正面的口碑。

摘要(英)

This study introduced and conceptualized the concept “consumer sociopolitical activism” (CnSA) to portray consumers′ expressions regarding their stances towards sociopolitical issues through various actions. Meanwhile, study how consumers perceive and respond to brands participating in sociopolitical events and actions, and how the firm’s stance toward particular sociopolitical issues affects consumers’ purchasing decisions. We applied the situational theory of problem solving (also known as STOPS) to better understand the antecedents when consumers’ realize the sociopolitical issue as a problem, followed by the generation of the motivation of problem solving. Finally leads to the sociopolitical activism constitute by consumers, and the subsequent impact on brands that are consistent with consumers′ position. This study applies a quota sampling approach and develops a conceptual model based on an online survey sample of 440 qualified respondents. The data are analyzed using Partial Least Square (PLS-SEM). The survey results obtained in Taoyuan city, Taiwan, provides reasonable support for the validity of the proposed model. In other words, consumers of different ages in Taiwan express their willingness and positions to participant in sociopolitical activism by engaging in different actions. Firms that are consistent with consumers′ stance on sociopolitical issues will also gain consumers′ support and positive word-of-mouth.

關鍵字(中)

★ 消費者社會政治行動主義
★ 問題解決的情境理論
★ 品牌推崇
★ 消費者參與

關鍵字(英)

★ Consumer sociopolitical activism (CnSA)
★ Situational theory of problem solving (STOPS)
★ Brand evangelism
★ Consumer engagement

論文目次

摘要 i
Abstract ii
Acknowledgements iii
1. Introduction 1
2. Literature review and hypotheses development 2
2.1 What is CnSA 2
2.2 Situational theory of problem solving 6
2.3 Hypothesis development 7
2.3.1 Antecedent factors and situational motivation in problem solving 7
2.3.2 Situational motivation in problem solving and CnSA 9
2.3.3 Referent criterion and CnSA 10
2.3.4 Moderating effect on the link between situational motivation in problem solving and CnSA 11
2.3.5 Moderating effect on the link between referent criterion and CnSA) 11
2.3.6 CnSA and consumer engagement 12
2.3.7 Consumer engagement impact on the brand evangelism 12
2.3.8 CnSA and brand evangelism 13
2.3.9 Mediating effects in the proposed research framework 14
3. Methodology 16
3.1 Measurement scales 16
3.2 Issue selection 17
3.3 Research setting 18
3.4 Data collection 18
4. Data analysis and results 20
4.1 Accuracy analysis 20
4.2 Model fit testing 21
4.3 Hypothesis testing 22
5. Discussion 23
5.1 Theoretical implications 25
5.2 Managerial implications 26
5.3 Future research 27
References 29
Appendix 38

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指導教授

鄭明松(Julian Ming-Sung Cheng)

審核日期

2021-10-15

推文