從民國93年至今，社會企業成立數目成長率為136%，但銷售額成長率只有76%。可知儘管一般大眾對社會企業產品具有正向態度，但其購買率卻不如預期來的高，顯示正向態度不必然會有購買行為的產生。本研究的主要目的是以分解式計畫行為理論探討台灣消費者的社會企業產品購買意圖，透過解構態度、主觀規範、與知覺行為控制之信念，深入分析影響消費者購買社會企業產品的前置因素，同時並進一步分析在參考團體的氛圍下，如何影響消費者的購買意圖，並以階層線性模式進行假設驗證。 本研究使用網路問卷調查方式，係以台灣地區對社會企業產品具有購買意願的消費者作為調查對象，共回收496份問卷，有效問卷為439份。本研究以階層線性模式 (HLM)進行研究假設驗證，在階層線性模式則發現：(1)對於態度構面，道德自我認同呈現正向顯著影響，而社會企業熟悉度與產品知識則呈現不顯著；(2)對於主觀規範構面，比較團體對主觀規範及行為意圖皆呈現正向顯著影響，而比較團體對主觀規範亦呈現正向顯著影響，但比較團體對行為意圖則是呈現不顯著；(3)在知覺行為控制構面，知覺利益及知覺貢獻呈現正向顯著影響，知覺風險呈現負向顯著影響；(4)態度、知覺行為控制及主觀規範構面，皆對消費者對社會企業產品之購買意願呈現正向顯著影響。 ;This study tries to explore the consumer behavior on social business product in Taiwan. On the basis of the theory of planned behavior, this study examines motives which influence the consumers’ purchase intention of social business product by decomposing attitude, subjective norm and perceived behavior control construts. Meanwhile, the study add Reference group to investigate the differences of the consumer behavior on social business product. Then, according to empirical results, the study provides marketing strategy recommendations for the relevant Social Business. This study collects 496 samples in total by using internet questionnaires and paper questionnaires. Analysing upon 439 usable responses by SPSS 21、AMOS 21 reveals that the measurementmodel has good reliability and validity. The empirical results by hierarchical linear modeling show that (1) for Attitude construct, both Ethical Self-Identity has significantly positive effect, but Social Business Facility and Product Knowledge have no significant impact; (2) for Subjective Norm construct, Normative Referents has significantly positive result on subjective norm and intention, Comparative Referents has significantly positive effect on subjective norm,but hasn’t significant effect on intention; (3)for Perceived Behavior Control construct, Perceived Benefit and Perceived Contribution have significantly positive effect, but perceived cost has significant not positive effect on perceived behavior control; (4) Attitude, Subjective Norm and Perceived Behavior Control have a positive relationship with the Behavioral Intention of Social Business Product
