| 摘要: | 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。
消費者在決定購買新產品時，往往會受到資訊不足等因素影響，導致消費者雖然認同社會企業的理念，卻沒有改變其購買行為，即使他知道社會型企業有助於解決社會問題。而在這樣重複性選擇行為之下所形成的慣性，會降低消費者對於社會企業產品的購買意願。因此，本研究也利用現狀偏差理論來了解影響消費者購買社企業產品的負面因素，並加入慣性探討其對於購買意圖的影響，進行問卷調查。
本研究針對社會企業產品潛在消費者為調查對象，共回收325份有效問卷，並以結構方程式進行資料分析，研究結果顯示，以社會為中心價值觀、知識及信念對於關注有正向顯著影響;轉換成本、損失規避及沉沒成本對於慣性有正向顯著影響;相對利益則對慣性有負向顯著影響。此外，關注對於購買意圖有正向顯著影響;慣性對於購買意圖有負向顯著影響。最後，本研究根據假設驗證的結果，提出未來相關之行銷策略之建議，以增加消費者購買社會企業產品的意圖。
;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. |
