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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姓名

鍾育珠(Yu-Chu Chung) 查詢紙本館藏

畢業系所

企業管理學系在職專班

論文名稱

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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至系統瀏覽論文 (2026-10-28以後開放)

摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 仁善感
★ 社會企業認知
★ 知覺品質
★ 知覺價值
★ 購買意願

關鍵字(英)

★ benevolence
★ social enterprise awareness
★ perceived quality
★ perceived value
★ purchase intention

論文目次

摘要 i
Abstract ii
致謝 iii
圖目錄 vi
表目錄 vii
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 6
2-1 社會企業 6
2-2 仁善感 9
2-3 社會企業認知 11
2-4 知覺品質（Perceived Quality） 14
2-5 知覺價值（Perceived Value） 17
2-6 購買意願 20
2-7 社會企業認知、知覺品質、知覺價值之中介作用 23
第三章研究方法 25
3-1 研究架構 25
3-2 研究樣本 26
3-3 研究工具 26
3-4 研究步驟 27
第四章研究結果 29
4-1 樣本描述性統計 29
4-2 量表描述性統計 32
4-3 信度分析 35
4-4 效度分析 37
4-5 變項之間的相關分析 39
4-5 結構方程式模型分析 40
4-6 中介效果的分析 42
第五章結論與建議 43
5-1 研究結論 43
5-2 管理義涵 46
5-3 研究限制及建議 48
參考文獻 49
研究問卷 58

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指導教授

杜秉叡

審核日期

2021-10-29

推文