| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 101 === Competitive environment and shortage of resources are just few of the many common challenges facing non-profit organizations today. Therefore it becomes extremely important for non-profit organizations to transform themselves into market-oriented non-profit organizations. From the perspective of risk diversification, a non-profit organization enterprise needs to actively engage in commercial activities to increase sources of income instead of passively receiving public donations and subsidies from government and other institutions.
This study investigates the variables that influence the purchase of non-profit organization products by consumers based on the Theory of Planned Behavior (TPB) developed by Ajzen in 1985. The theory includes attitude, subjective norm, and perceived behavioral control as constructs. Also for this particular study, price consciousness, relationship quality and self-identity were added as additional constructs.
220 valid questionnaires were collected by random subject sample selection through internet. The level of statistical significance for each construct within the conceptual framework were tested first with Confirmatory Factor Analysis (CFA) and then tested again with Structural Model Analysis (SEM).
The result of the study shows that attitude and subjective norms have no significant effect on purchase intention, only perceived behavioral control on purchase intention and purchase intention on buying behavior shows positive significant effect. Furthermore, out of the three additional constructs (price consciousness, relationship quality and self-identity), only relationship quality shows positive significant effect on purchase intention.
The population descriptive statistical analysis shows that most of the subjects are willing to pay somewhere between 101 NTD to 1,000NTD for non-profit organization products. It also shows that most of the subjects do not have a limitation on the product types offered by non-profit organizations. According to the result, we recommend that non-profit organizations offer products priced below 1,000NTD. In addition, non-profit organizations should focus on improving quality of internal staff members, organizational donations, relationship with mass media, loyalty from within the organization and public visibility from outside the organization so that products can be promoted smoothly and sources of income can be stabilized to secure a sustainable future for the organization.
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