Exploring Taiwanese Consumers’ Perceptions towards Social Enterprise Products

• Main Authors: Ting-Sheng Lin, 林庭生
• Other Authors: Wen-Yeh Huang
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/87993442034505218047

碩士 === 元智大學 === 企業管理學系 === 97 === The concept of social enterprise has developed in the western three decades. Through the commercial activity, social enterprise makes profit for achieving its social goal. In taiwan, social enterprisethis has existed almost twenty years, but people have weak awareness of the concept. In order to keep growing, social enterprise needs to attract more consumers to purchase its product. So, the research is trying to explore Taiwanese consumer’s perception towards the social enterprise product. This research introduces the altruistic and egoistic attributes of the product, and thinks these are advantages on the product. Then, research adopts the theory of planned behavior to predict consumer’s intention of purchasing the product. In our finding, the result of analysis indicated that attitude, subjective norm, and perceived behavioral control could predict the intention and all have positive influences on intention. Especially the subjective norm, it has the higest predictability on the intention. In addition, altruistic and egoistic ideas could be the reasons for consumer to buy the product, and this fits the thinking of the advantage for the product.