| Summary: | 碩士 === 中華大學 === 企業管理學系 === 104 === In 1970s, social enterprise has developed in western countries. In recent years, Taiwan’s consumers assist disadvantaged groups and to address important social issues are gradually gaining awareness, due to improved economy and education. Therefore, social enterprises gradually be taken seriously. Social enterprise business model is based on commercial activity to make a profit. Different from general companies, social enterprises make profits through focusing on assisting disadvantaged groups or to solve social problems. Therefore, the consumer’s behaviors of social enterprise are not only affected by the product / service quality, perceived value and brand image, but social values are more likely to be an important factor of purchasing intention. This study expected to explore how the impact of social value affects brand image, perceived quality and perceived value of social enterprise, and advanced discusses how social values indirect impact on consumer’s purchasing intention through brand image, perceived quality and perceived value.
To achieve the purpose of this study, we survey the consumers of social enterprises. There are total 240 questionnaires were collected, including 140 social network questionnaires and 100 entity questionnaires. Excluding the invalid questionnaires, there are total 184 effective questionnaires obtained, and the effective response rate is 76.7%. After data collection, we utilize structural equation modeling to analyze. The results show that social value will positively affect the brand image, perceived quality and perceived value, and indirectly affect consumer willingness to purchase goods of social enterprises. Besides, the social value can mainly enhance the brand image, and secondly enhance perceived value. It can be seen that social value is an important basis for the consumers to measure the brand image of social enterprise. In addition, the social values can improve consumer perception of the social value, and then enhance their purchase intention.
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