| dc.description.abstract | 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
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