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。;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.
