| Summary: | 碩士 === 國立成功大學 === 體育健康與休閒研究所 === 103 === Previous studies identified that there were obvious gaps between the attitudes and behaviors for the CnSR (consumer social responsibility). The purpose of this study is to explore the influence factors of the gaps, and explore what kinds of groups are the potential customers of social enterprises. This study is based on the Onion Competency Model theory to investigate the predictive factors to knowledge and purchase behavior to social enterprises. Questionnaire data were collected both from the internet and paper format from Taiwan's consumers over 20 years old. The descriptive statistics, cluster analysis, one-way ANOVA, and hierarchical regression are used to analyze the data. VALS cluster analysis results reveals that a total of six consumer groups are extracted. And the six groups can be distinguished into two types: casual expense type and cautious expense type. Regression analysis result demonstrated twelve predictive inner factors to external knowledge and purchase behavior to social enterprises. Each regression model has 8%~17% (R2=.08~.17) predictive power to each external knowledge or purchase behavior. There are significant differences between VALS groups and knowledge/purchase behavior to the social enterprises, and the groups of Trendies and Audiences have the most willings to choose the products from the social enterprises. Finally, the implications and directions for future studies are discussed as well. Keyword: Personality Trait, VALS, Onion Competency Model, CSR
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