| Summary: | 碩士 === 國立虎尾科技大學 === 經營管理研究所在職專班 === 101 === Abstract
As the society advances, in order to achieve independent finance and sustainable operation, non-profit organizations (NPOs) have entered the competitive markets. Products or services provided by NPOs or social enterprises have a certain degree of public welfare value. The key factors of having competitive advantages for products and services are consumers’ identification and support. Over time, consumers’ demands have evolved from satisfying needs, requirement for quality, and finally to fulfilling brand image and spirituality. Thus, it is important to understand the target consumers. NPOs usually introduce public welfare value and concept into product marketing for market differentiation. What is the effect of that appeal on consumer behavior? How to find target customers? How to operate the business efficiently, lower costs, effectively stabilize market, fulfill organizational missions, and have sustainable operation? Those are the questions to be answered by this research.
From the perspectives of consumers, this study probed into the effect of consumers’ backgrounds on the perception of public welfare value, consumption motive, satisfaction and loyalty, and relationship between the perception of public welfare value and consumer behavior. Consumers of Joyce Dumplings were treated as the subjects for questionnaire survey. A total of 386 valid questionnaires were collected. Data were processed and analyzed by descriptive statistics, independent sample t test, One-way ANOVA, correlation analysis, and regression analysis.
According to findings, consumers’ different backgrounds significantly influence the perception of public welfare value, consumption motive, satisfaction and loyalty. There is a significant correlation among perception of public welfare value, consumption motive and satisfaction. When consumer satisfaction is high, loyalty is also high. Background variables of loyal consumers include “occupation”, “incomes”, “place of residence”, “habit of donation” and “purchase interval”. They can be criteria for developing loyal customers and the future market. The consumers’ needs can be goals and directions of product R&D. As to marketing strategies, proper promotion of public welfare value positively influences consumer behavior. However, sustainable competitive advantages of products depend on “practical value” and “overall satisfaction” with products for consumers.
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