| dc.description.abstract | 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. | en_US |