A Study of Consumer Consumption Decisions-Making of Social Enterprise Product from Moral Emotions

• Main Authors: Yang, Jyun Hao, 楊雋皓
• Other Authors: Tsai, Shuo Chang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/03797733182041852568

碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 103 === In the era of increasingly fierce competition and globalization,every enterprise racks its brains to seek the method of sustainable development.In recent years, since democracy,freedom,education,economy and mass media have highly developed in Taiwan, nonprofit organizations have increased rapidly.Among them, welfare organizations have also increased of many kinds,therefore donations are increasingly decentralized.In the situation of governmental and external subsidization has become increasingly difficult, evey social welfare organization is trying to find another way to inject financial resources for the sustainable development of organization,many of them even rely on the media to arouse the public concern again.Therefore social enterprises have come into being,which combine social purpose with the pursuit of profit, and it is the most important problem that how these social enterprises to find sustainable ways in this Red Ocean.This study discusses consumer consumption decisions-making of social enterprise product which is based on the theory of reasoned action(TRA), and brings in the point of moral emotions.The result shows that moral emotions can influence consumer attitudes effectively towards the social enterprise products. And if consumers' cognition towards the social enterprise products could be triggered by moral emotions, it's better to strengthen consumers' attitudes towards the social enterprise products.