| Summary: | 碩士 === 逢甲大學 === 合作經濟暨社會事業經營學系 === 106 === Social enterprise refers to an organization dedicating to the improvement of social and environmental well-being by employing business strategies. Most studies examined social Enterprises from perspectives of sustainable business model of social enterprise, Social enterprise classification, social enterprise development model and so on. However, less attention was drawn from the consumer's perspective. Therefore, this study, based upon consumer’s perspective, aimed at exploring whether the corporate image will affect consumers' willingness to purchase. Moreover, this study examined the moderating role of advertising appeal as well as the mediating role of consumers’ perceived value.
Using questionnaire design, this research collected 262 valid samples and proceeded with the sequential descriptive statistics and Regression analysis. The results are shown as follows:
1.Corporate Image is positively associated with consumer purchase intention.
2.Advertising appeal significantly moderates the effect of corporate image on purchase intention.
3.Perceived value plays the mediating role between corporate image and purchase intention.
This study suggests that social enterprises should trigger consumers’ empathy in a perceptual way and let consumers feel the “warmth” of this company. This study shows that in addition to the moderating effect of advertising appeals, corporate image will also influence consumers’ purchase intention via an increase in their perceived value. Therefore, social enterprises are suggested to engage in activities and campaigns that are conducive to the perceived value.
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