仁善感與社企產品購買意願：探討社會企業認知、知覺品質及知覺價值之中介

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題名:	仁善感與社企產品購買意願：探討社會企業認知、知覺品質及知覺價值之中介
作者:	鍾育珠;Chung, Yu-Chu
貢獻者:	企業管理學系在職專班
關鍵詞:	仁善感;社會企業認知;知覺品質;知覺價值;購買意願;benevolence;social enterprise awareness;perceived quality;perceived value;purchase intention
日期:	2021-10-29
上傳時間:	2021-12-07 11:44:26 (UTC+8)
出版者:	國立中央大學
摘要:	近幾年台灣的社會企業已經越來越蓬勃發展，而台灣民眾似乎總是熱心慷慨解囊、樂於助人，因此本研究主要想探討仁善感、社會企業認知、知覺品質、知覺價值與社會企業產品購買意願之間的關係，藉以找出影響消費者對社會企業產品購買意願之因素。透過網路問卷回收有效問卷294份，以結構方程式進行資料分析，得出結果顯示仁善感對社會企認知有顯著影響，社會企業認知對知覺品質有顯著影響，知覺品質對知覺價值有顯著影響，社會企業認知對知覺價值有顯著影響，知覺價值對購買意願有顯著影響，同時本研究也得出社會企業認知、知覺品質、知覺價值在仁善感和社企產品購買意願之間有中介作用，研究結果可以作為有意經營或投入社會企業的人一些參考。;In recent years, social enterprises have been flourishing in Taiwan, and it seems Taiwanese people are always eager to give generously and help others. Therefore, this study investigates the relationship between the sense of benevolence, awareness of social enterprise, perceived quality, perceived value, and the willingness to purchase social enterprise products, in order to find out the factors that affect consumers′ willingness to purchase social enterprise products. In this study, 294 valid questionnaires were collected through online questionnaires, and the data were analyzed using a structural equation modeling. The results showed that the sense of benevolence had a significant effect on awareness of social enterprise, awareness of social enterprise cognition had a significant effect on perceived quality, perceived quality had a significant effect on perceived value, awareness of social enterprise cognition had a significant effect on perceived value, and perceived value had a significant effect on purchase intention, The study also concluded that social enterprise cognition, perceived quality, and perceived value have a mediating effect on the relationship between benevolence and purchase intention of social enterprise products. The results of the study can be used as a reference for people who want to operate or invest in social enterprises.
顯示於類別:	[企業管理學系碩士在職專班] 博碩士論文

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