| Summary: | 碩士 === 義守大學 === 管理科學研究所 === 91 === ABSTRACT
The study surveyed literatures regarding social marketing (Kotler and Zaltman, 1971), prosocial behavior (Bar-Tal, 1976), and helping behavior (Batson, 1987) to classify four types of social behavior (altruism, compensatory, reciprocity, and egoism) by two dimensions: (1) who is the welfare appealed, (2) the level of restitution intention. Furthermore, the study based on social exchange theory (Homans, 1958), planned behavior theory (Ajzen, 1989) to construct a social behavior model for social marketing. In this model, social norms could affect social behavior motivations (including relieving personal distress and evoking empathy) via personal norms and economic evaluation or directly by itself. The second, personal norms could affect economic evaluation directly. The third, the social behavior intention could be affected by social behavior motivations (relieving personal distress and evoking empathy) and actual control factors. The last, the actual control factors and social behavior motivations could affect social behavior directly.
In the empirical research, “Self-prepared Bag When Shopping” and “Blood Donation” were studied issues in this thesis. The research objectives were people above 16 years of age, living in Taiwan. This study utilized 7-point Likert scales questionnaires and LESREL to test above hypothesis model. Based on the results of analysis, constructing the social behavior model for above social issues and submits the conclusion and suggestions for academic and practitioner.
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