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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/67537

    Title: 消費者對於社會型企業產品購買意圖之研究;Purchase Intention for Products and Services of Social Enterprise
    Authors: 鄭融;Cheng,Jung
    Contributors: 企業管理學系
    Keywords: 社會企業;道德消費;現狀偏差理論;關注;慣性;Social enterprise;Ethic consumption;Status quo bias theory;Concern;Inertia
    Date: 2015-06-26
    Issue Date: 2015-07-30 21:05:55 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 社會企業是由非營利組織發展而成。近幾年社會企業成長的同時,消費者也越來越重視道德議題,並會透過購買行為來表達他們對於特定道德議題的關注。而消費者購買社會企業產品的行為與道德消費是相同的。當消費者購買的產品是符合特定的道德性議題、給予消費者產品與道德之間的選擇及出自於個人意願購買三個條件時,即為道德消費。因此,本研究想從道德消費層面來探討影響消費者購買社會型企業產品的正向因素,並且加入關注探討其對於購買意圖的影響。
    ;Social enterprise is an evolution of non-profit organization. In the recent years, as the average consumers became more aware of social and ethics issues, they began to make purchase decision to express their concerns for specific social and ethics issues. The purchasing behavior of social enterprise product is identical to ethical consumption. When the purchase meet these 3 conditions, it can be considered as an ethical consumption: a) the purchase is aligned to a particular ethical issue. b) give consumers a choice between one product and an ethical alternative. c) reflects to the extent possible, personal or individual choice, rather than a corporate decision. This research is an attempt to investigate the positive variables that influence consumer’s purchase in social enterprise from ethical consumption aspect, as well as how concern affect consumers ‘willingness to purchase a product from social enterprise.
    When consumers are evaluating a social enterprise product purchase, due to factors like the lack of information, they often have trouble adjusting their purchase behavior even though they agree with the philosophy of social enterprise, and understand social enterprise helps address many social issues. As consumers get into a repeating habit when they make purchase decision for social enterprise product, it decrease their willing to purchase product from social enterprises. Thus, this research also use status quo bias theory to understand the negative variable that influence consumer’s purchase in social enterprise, as well as integrating the effect of inertia on social enterprise product purchase.
    This research’s target respondents are potential social enterprise product consumers. 325 effective surveys were collected. The analysis is carried out by Structural Equation Modeling. The research has shown that high society-centered values, knowledge and beliefs will positively affect concerns. Switching cost, loss aversion, and sunk cost has a positive effect on inertia; relative benefits then has a negative effect on inertia. Concern has positive effect on purchasing intention. Inertia has a negative effect on purchasing intention. In conclusion, through proving the hypothesis, this research provide suggestions on marketing strategy in the future, in order to increase consumer’s willingness to purchase product from social enterprise.
    Appears in Collections:[企業管理研究所] 博碩士論文

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