Exploring Taiwanese Consumers’ Perceptions towards Social Enterprise Products
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 awarene...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | en_US |
Published: |
2009
|
Online Access: | http://ndltd.ncl.edu.tw/handle/87993442034505218047 |
id |
ndltd-TW-097YZU05121005 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-097YZU051210052016-05-04T04:17:08Z http://ndltd.ncl.edu.tw/handle/87993442034505218047 Exploring Taiwanese Consumers’ Perceptions towards Social Enterprise Products 台灣消費者對於社會企業產品認知的探討 Ting-Sheng Lin 林庭生 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. Wen-Yeh Huang 黃文曄 2009 學位論文 ; thesis 74 en_US |
collection |
NDLTD |
language |
en_US |
format |
Others
|
sources |
NDLTD |
description |
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.
|
author2 |
Wen-Yeh Huang |
author_facet |
Wen-Yeh Huang Ting-Sheng Lin 林庭生 |
author |
Ting-Sheng Lin 林庭生 |
spellingShingle |
Ting-Sheng Lin 林庭生 Exploring Taiwanese Consumers’ Perceptions towards Social Enterprise Products |
author_sort |
Ting-Sheng Lin |
title |
Exploring Taiwanese Consumers’ Perceptions towards Social Enterprise Products |
title_short |
Exploring Taiwanese Consumers’ Perceptions towards Social Enterprise Products |
title_full |
Exploring Taiwanese Consumers’ Perceptions towards Social Enterprise Products |
title_fullStr |
Exploring Taiwanese Consumers’ Perceptions towards Social Enterprise Products |
title_full_unstemmed |
Exploring Taiwanese Consumers’ Perceptions towards Social Enterprise Products |
title_sort |
exploring taiwanese consumers’ perceptions towards social enterprise products |
publishDate |
2009 |
url |
http://ndltd.ncl.edu.tw/handle/87993442034505218047 |
work_keys_str_mv |
AT tingshenglin exploringtaiwaneseconsumersperceptionstowardssocialenterpriseproducts AT líntíngshēng exploringtaiwaneseconsumersperceptionstowardssocialenterpriseproducts AT tingshenglin táiwānxiāofèizhěduìyúshèhuìqǐyèchǎnpǐnrènzhīdetàntǎo AT líntíngshēng táiwānxiāofèizhěduìyúshèhuìqǐyèchǎnpǐnrènzhīdetàntǎo |
_version_ |
1718256413766057984 |