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姓名 楊渟渟(Ting-ting Yang)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 以分解式計畫行為理論探討社會企業產品購買意願
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摘要(中) 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。
摘要(英) 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
關鍵字(中) ★ 分解式計畫行為理論
★ 社會企業產品
★ 參考團體
★ 主觀規範
★ 知覺行為控制
★ 行為意圖
關鍵字(英) ★ social business
★ DTPB
★ Subjective Norm
★ Perceived Behavior Control
★ Behavioral Intention
★ Reference group
論文目次 目錄
中文摘要 i
英文摘要 ii
目錄 iii
表目錄 v
圖目錄 iv
第一章緒論 1
1-1研究背景與動機 1
1-2研究目的 3
1.3研究流程 4
第二章文獻探討 5
2-1社會企業 5
2-2分解式計畫行為理論 13
第三章研究方法 22
3-1研究架構 22
3-2研究假設 23
3-3研究變數操作型定義與參考來源 28
3-4研究變數問項設計與參考來源 30
3-5資料分析方法與統計工具 35
第四章資料分析與假設驗證 39
4-1樣本敘述性統計 39
4-2測量模型之信度分析 47
4-3測量模型之效度分析 48
4-4階層線性模式 52
第五章結論與建議 61
5-1研究結論 61
5-2管理意涵 64
5-3研究限制與建議 65
參考文獻 67
附錄一問卷 77 
表目錄
表1-1社會工作服務業年度營運統計資料 2
表2-1 社會企業定義 7
表2-2 社會企業光譜 9
表2-3 社會企業三重基線精神 9
表2-4 國外社會企業之相關研究 11
表2-5 國內社會企業之相關研究 12
表2-6 分解式計畫行為理論研究整理表 17
表3-1 各變數操作型定義以及參考文獻來源 29
表3-2 計畫行為理論構面之問卷設計 30
表3-3 規範團體之問卷設計 31
表3-4 比較團體之問卷設計 31
表3-5 社會企業熟悉度之問卷設計 32
表3-6 道德自我認同之問卷設計 32
表3-7 產品知識之問卷設計 33
表3-8 知覺利益之問卷設計 34
表3-9 知覺風險之問卷設計 34
表3-10 知覺貢獻之問卷設計 35
表4-1 樣本統計人口變數之分布情形 41
表4-2 最熟悉之社會企業樣本統計人口變數之分布情形……………………………...42
表4-3 問項平均統計表 44
表4-4 各構面之信度分析表 47
表4-5 驗證性因素分析表 49
表4-6 各構面之區別效度分析表 51
表4-7 聚合檢定表 53
表4-8 行為意圖為依變項之模型係數結果 55
表4-9主觀規範為依變項之模型係數結果 57
表4-10態度為依變項之模型係數結果 58
表4-11行知覺行為控制為依變項之模型係數結果 59
表4-12 研究假設結果彙整表 60 
圖目錄
圖1-1研究流程圖 4
圖2-1 理性行為理論模型 13
圖2-2 計畫行為理論模型 15
圖3-1研究架構與假設關係 22


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1. 經濟部中小企業處,「社會企業成長率及社會企業銷售額成長率」,
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指導教授 洪秀婉、沈建文(Shiu-wan Hung Chien-Wen Shen) 審核日期 2015-6-30
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