中山管理評論

  期刊全文閱覽

中山管理評論  2017/12

第25卷第4期  p.829-874

DOI:10.6160/2017.12.02


題目
誰是社會企業的消費者?─基於生活型態分群範式之研究
Who are the Potential Customers of Social Enterprises? The Research on the Value, Attitude and Lifestyle (VALS)
(137_M5a430a61a772f_Full.pdf 3,643KB)

作者
王捷邑、周學雯/Chieh-i Wang, Hsueh-wen Chow
Chieh-i Wang, Hsueh-wen Chow/

Institute of Creative Industries Design, National Cheng Kung University; College of Management, National Cheng Kung University


摘要(中文)

社會企業是兼顧經濟發展、環境保護以及社會正義的創新經濟發展模式,其推廣有賴社會大眾的認識及支持,然而過去研究認為倫理消費的態度與行為之間有缺口。因此,本研究基於素質洋蔥模型理論,從背景變項及生活型態兩大層面探討對社會企業消費行為的影響性,並探索建構台灣消費者生活型態分群範式(Taiwan-VALS)。本研究共回收有效問卷488份,生活型態集群分析結果,共萃取出六個消費族群:新潮者、閱聽者、居家者、追求者、保健者及平實者,並可區分為隨性消費派及謹慎消費派二大派別,其中新潮者、閱聽者是最願意購買社會企業產品的族群;迴歸結果發現以下關係具有顯著影響力:教育程度及飲食健康意識影響社會企業認識程度與購買經驗、居住地區及飲食健康意識影響社會企業產品購買頻率、經濟程度影響社會企業產品購買平均金額、婚姻狀況及經濟程度與新生活成就意識影響社會企業產品購買期間。最後本研究依據研究結果提出四項管理與行銷上的意涵,以及四項與社會企業潛在消費者溝通的具體策略。

(137_M5a430a61a772f_Abs.pdf(檔案不存在))

關鍵字(中文)

社會企業、生活型態、素質洋蔥模型、消費者行為


摘要(英文)

Social enterprises have been regarded as signs for innovative economies that combine economic development, environmental protection and social justice. The success of social enterprises heavily relies upon the support of the public and the insights of consumer behaviors. Therefore, this study employs “the Onion Competency Model Theory” to investigate the impacts of the consumer behaviors to social enterprises from two aspects, which are the background variables and VALS (value, attitude and lifestyle). VALS cluster analysis reveals six consumer groups: Trendies, Audiences, Homebodies, Seekers, Health-conscious and Realist, and can be classified into two distinguished types: Casual expense and Cautious expense. The groups of “Trendies” and “Audiences” are more likely to choose the products from social enterprises. Regression results show that “educational status,” “dwelling area,” “social economic status,” “marital status,” “nutrition conscious,” and “new life achievement conscious” are significant variables that affect different consumer behaviors of social enterprises. Based on the results of this study, four implications on management and marketing and four specific strategies to communicate with potential consumers are addressed.

(137_M5a430a61a772f_Abs.pdf(檔案不存在))

關鍵字(英文)

Social Enterprise, VALS, Onion Competency Model, Consumer Behavior


政策與管理意涵

社會企業在近年來成為新興企業型態,係指可以產生公共利益的私人活動,具有企業精神策略,以達成特定經濟或社會目標,而非以利潤極大化為主要追求,且有助於解決社會排斥及失業問題的組織 (鄭勝分,2007)。 目前社會企業在西方社會發展成熟,關注範圍已經從原本的微型信貸,擴展到更多的社會議題,例如教育機會、兒童健康、住家、水資源、氣候變遷等 (社企流,2014b),且具相當經濟產值。而在亞洲方面,各國因經濟擴張快速,所面臨的社會問題與西方社會有所差異,除了環境汙染,尚有城鄉差距、人口老化等問題;因此如中國大陸、印度、孟加拉、泰國、新加坡、香港以及南韓等,皆相當重視社會企業發展議題 (經濟部,2014)。近年來社會企業在台灣更是急速發酵,二〇一四年政府宣佈「社會企業行動方案」,宣告台灣進入社會企業元年。 然而社會企業是否僅是曇花一現或能永續性的發展?除了政府的支持推廣與企業端的行動外,社會大眾的覺醒反思,進而採取關注、購買或參與的實際行動更是重要關鍵 (社企流,2013),然而,消費者對於社會企業倫理消費的態度與行為之研究付諸闕如,本研究目的之一為探討影響消費者「社會企業的知識與支持行為」的「核心因素」,目的之二為透過生活型態研究,找出何種生活型態的消費者是社會企業最有潛力的顧客。 研究發現對社會企業支持的消費族群除具有一定社經背景特徵外,對社會企業的認識與了解越多,也越容易支持社會企業,集群分析也顯示此特定族群重視閱聽資訊,關注社會企業意識之訴求,因此建議社會企業仍須不斷利用各項機會教育社會大眾,了解支持社會企業產品將會為社會帶來怎樣的改變,除了闡述本身社會企業的使命外,並以創意行銷策略聯結消費者,觸動消費者關心之生活與環境議題(如台灣近年來不斷發生的食安危機),使消費者認同與信任社會企業,更進一步,強調消費者倫理消費行為是幫助社會企業一同扮演改變社會的重要性,使台灣的社會企業能有更好的發展契機。


參考文獻

內政部統計處,2013,「宗教教務概況」,http://sowf.moi.gov.tw/stat/year/list.htm, accessed on December 13, 2014. (Ministry of the Interior, 2013, “General Conditions of Religions,” http://sowf.moi.gov.tw/stat/year/list.htm, accessed on December 13, 2014.)
王明偉,2009,人本主義觀點下之高齡資訊教育—以嘉義市長青學苑電腦入門班為例,南華大學資訊管理學系碩士論文。(Wang, M. W., 2009, A perspective of Humanism on Senior Citizen Computer Science Education--An Example of Computer Science Basic Classes in Evergreen Senior School in Chia-yi City, Master Thesis, Nan-Hua University.)
王娟嬑,2011,營利事業組織經營社會企業之初探,天主教輔仁大學經營管理碩士學程碩士論文。(Wang, C. I., 2011, The Study in Social Enterprise Operated by For-Profit Companies, Master Thesis, Fu Jen Catholic University.)
行政院主計總處,2014,「都會區分類定義」,http://www.dgbas.gov.tw/ct_view.asp?xItem=955&ctNode=3378, accessed on December 13, 2014. (Directorate-General of Budget, Accounting and Statistics, Executiv Yuan, 2014, “The Definition of Urban Classification,” http://www.dgbas.gov.tw/ct_view.asp?xItem=955&ctNode=3378, accessed on December 13, 2014.)
吳兆軍,2014,「科技型企業中層管理者素質模型研究」,管理學家,7期: 134~135。(Wu, Z. J., 2014, “Research on the Competency Model of the Mid-level Managers of Sci-Tech Enterprise,” China Management Magazine, No. 7, 134-135.)
吳垠,2005,「關於中國消費者分群範式(China-Vals)的研究」,南開管理評論,8卷2期:9~15。(Wu, Y., 2005, “The Research towards Model of China-Vals,” Nankai Business Review, Vol. 8, No. 2, 9-15.)
吳統雄,1985,「態度與行為研究的信度與效度:理論、應用、反省」,民意學術專刊,夏季號:29~53。(Wu, T. X., 1985, “Reliability and Validity of Measurement in Attitudinal and Behavioral Research,” Public Opinion Research Quarterly, No. Summer, 29-53.)
李秋燕、吳訓生、陳美華,2015,「企業社會責任對消費意願之影響-以美容業為例」,美容科技學刊,12卷2期:73~90。(Lee, C. Y., Wu, S. S., and Chen, M. H., 2015, “The Effects of Corporate Social Responsibility on Consumer’s Purchase Intentions- Example of the Beauty,” The Journal of Cosmetology Management, Vol. 12, No. 2, 73-90.)
李啟誠、詹舒雯,2015,「人格特質、生活型態對消費者行為之影響-以布袋戲文化創意商品為例」,正修學報,28期:71~96。(Lee, C. C. and Jan, S. W., 2015, “The Influence of Personal Characteristic and Life Style to Consumer Behavior-Taking Puppet Show’s Cultural and Creative Products as an Example,” Journal of Cheng Shiu University, No. 28, 71-96. )
周孟觀,2011,社會企業的消費者行為之研究-以里仁事業股份有限公司為例,國立高雄應用科技大學商務經營研究所碩士論文。(Chou, M. K., 2011, A Study on Consumer Behavior of Social Enterprise-The Case of Li-Ruhn Co. Ltd, Master Thesis, National Kaohsiung University of Applied Sciences.)
官有垣,2012,「社會企業的董理事會治理:台灣與香港之比較」,2012年兩岸社會福利學術研討會線上論文集。(Kuan, Y. Y., 2012, “The Comparison Study on the Board Governance of Social Enterprise in Taiwan and Hong Kong,” 2012 The Cross-Strait Conference on Social Welfare, Yunnan, China.)
東方線上,2014,「E-ICP消費者行銷資料庫」,http://lib.ypu.edu.tw/ezfiles/18/1018/img/1402/799891853.pdf, accessed on December 13, 2014. (Eastern Online, 2015, “Eastern Integrated Consumer Profile2005,” http://lib.ypu.edu.tw/ezfiles/18/1018/img/1402/799891853.pdf, accessed on December 13, 2014.)
林勤豐,2002,「國人人格特質之分類與意涵」,勤益學報,20卷2期:417~430。(Lin, C. F., 2002, “Classifications and Implications of Personality in Taiwan,” Chin-Yi Journal, Vol. 20, No. 2, 417-430.)
社企流,2013,「活動報導:台灣社會企業願景高峰論壇 (下) 」,http://www.seinsights.asia/story/257/794/1591, accessed on December 13, 2014. (Social Enterprise Insights, 2013, “Event Report: The Summit Forum for the Social Enterprise Vision in Taiwan (2).” http://www.seinsights.asia/story/257/794/1591, accessed on December 13, 2014.)
社企流,2014a,社企力!:社會企業=翻轉世界的變革力量。用愛創業,做好事又能獲利!,初版,台北:果力文化。(Social Enterprise Insights, 2014, Power of Good: How Social Enterprise is Shaking the World!, 1st, Taipei: Reveal Books.)
社企流,2014b,「社會企業的定義」,http://www.seinsights.asia/aboutse, accessed on December 21, 2014. (Social Enterprise Insights, 2014, “Basic Definition on Social Enterprise,” http://www.seinsights.asia/aboutse, accessed on December 21, 2014.)
邱皓政,2010,研究與統計分析:SPSS(PASW)資料分析範例解析,五版,台北:五南。(Chiou, H. J., 2010, Research and Statistical Analysis: SPSS(PASW) Data and Examples Analysis, 5th, Taipei: Wu-Nan.)
胡慧婷,2016,消費者對綠色環保餐廳之認知對消費意願影響之研究-以綠色生活型態涉入程度為干擾變項,中華大學企業管理學系碩士論文。(Hu, H. T., 2016, The Cognition of Consumers Green Restaurant on Consumer Intention -a Green Lifestyle Involvement as Moderators, Master Thesis, Chung Hua University.)
戚玉樑、陳彥均,2009,「發展具有解析使用者認知能力的專家系統於提升資訊查詢效能」,資訊管理學報,16卷1期:1~24。(Chi, Y. L. and Chen, Y. C., 2009, “Developing Perception-aware Expert System to Improve Information Search Performance,” Journal of Information Management, Vol. 16, No. 1, 1-24.)
陳定銘,2012,客家社會企業與社會網絡分析,初版,台北:智勝文化。(Chen, T. M., 2012, The Social Enterprise and Social Network Analysis of Hakka, 1st, Taipei: Best-wise Publishing.)
許玉雯譯,Noreena Hertz著,2014,當企業購併國家:從全球資本主義,反思民主、分配與公平正義,二版,台北:經濟新潮社。(The Silent Takeover: Global Capitalism and the Death of Democracy) (Hu, Y. W. Trans., Hertz, N. Original, 2014, The Silent Takeover: Global Capitalism and the Death of Democracy, 2nd, Taipei: EcoTrend Publications.)
曾光華,2011,消費者行為:洞察生活、掌握行銷,新北:前程文化。(Cheng, K. F, 2011, Consumer Behavior Life and Marketing, New Taipei: Future Career Publishing.)
楊君琦、郭欣怡,2011,「社會企業組織型態與經營類型之初探」,輔仁管理評論,18卷1期,53~78。(Yang, C. C. and Kuo, H. Y., 2011, “The Study on Organization Type and Business Operation Model of Social Enterprise,” Fu Jen Management Review, Vol. 18, No. 1, 53-78.)
楊雯婷,2014,社會企業之組織運作型態探討—以The Big Issue為例,國立中央大學法律與政府研究所碩士論文。(Yang, W. T., 2014, Study of Organizational Operation Mechanism of Social Enterprise – The Case Study of the Big Issue, Master Thesis, National Central University.)
楊銘賢、吳濟聰、蘇哲仁、高慈薏,2012,「社會企業之協同作業對服務創新之影響」,創業管理研究,7卷1期:27~54。(Yang, M, H., Wu, J. T., Su, C. J., and Kao, T. Y., 2012, “The Impact of Collaboration on Services Innovation of Social Enterprises,” Journal of Entrepreneurship Research, Nov. 7, No. 1, 27-54.)
經濟部,2014,社會企業行動方案(103-105年),台北:經濟部。 (Ministry of Economic Affairs, 2014, An Action Plan on Social Enterprise (2014-2016), Taipei: Ministry of Economic Affairs.)
齊國瑛,2007,中華民國消費者文教基金會成員採行倫理消費之行為意向,國立中山大學公共事務管理研究所碩士論文。(Chi, K. Y., 2007, The Adoptation of Intention Behavior to Ethical Consumerism by the Consumers' Foundation of ROC, Master Thesis, National Sun Yat-sen University.)
鄭健雄、劉孟奇,2001,「國人渡假生活型態量表建構之初探—以墾丁國家公園遊客為例」,戶外遊憩研究,14卷3期:57~80。(Cheng, J. S. and Lio, M. C., 2001, “A Preliminary Study on the Construction of Taiwanese Vacation Lifestyle Scale – A Case of the Kenting National Park's Travelers,” Journal of Outdoor Recreation Study, Vol. 14, No. 3, 57-80.)
鄭勝分,2007,「社會企業的概念分析」,政策研究學報,8期:65~108。(Cheng, S. F., 2007, “The Conception of Social Enterprises,” Policy Research, No. 8, 65-108.)
鄭勝分,2008,「社會企業:市場、公共政策與公民社會的交叉點」,公共行政學報,27卷:199~206。(Cheng, S. F., 2008, “Social Enterprise: At the Crossroads of Market, Public Policy and Civil Society,” Journal of Public Administration, No. 27, 199-206.)
藍文佑,2010,「善因動機」對「對社會企業的認同」之影響-兼論「對社會企業之知識與理解」之中介效果,國立臺北大學企業管理學系碩士論文。(Lan, W. Y., 2010, The Influence of「Motivation of Cause」on「Agree to Social Enterprise」: And the Medium Effect of 「Awareness and Knowledge of the Social Enterprise」, Master Thesis, National Taipei University.)
Atkinson, L., 2012, “Buying In to Social Change: How Private Consumption Choices Engender Concern for the Collective,” The Annals of the American Academy of Political and Social Science, Vol. 644, No. 1, 191-206.
Brenton, S., 2013, “The Political Motivations of Ethical Consumers,” International Journal of Consumer Studies, Vol. 37, No. 5, 490-497.
Carrington, M. J., Zwick, D., and Neville, B., 2016, “The Ideology of the Ethical Consumption Gap,” Marketing Theory, Vol. 16, No. 1, 21-38.
d’Astous, A. and Legendre, A., 2009, “Understanding Consumers’ Ethical Justifications: A Scale for Appraising Consumers’ Reasons for not Behaving Ethically,” Journal of Business Ethics, Vol. 87, No. 2, 255-268.
De Pelsmacker, P., Driesen, L., and Rayp, G., 2005, “Do Consumers Care about Ethics? Willingness to Pay for Fair‐trade Coffee,” Journal of Consumer Affairs, Vol. 39, No. 2, 363-385.
Dees, J. G., 1998, “Enterprising Nonprofits,” Harvard Business Review, Vol. 76, No. 1, 54-69.
Elkington, J. and Hailes, J., 1989, The Green Consumer Guide : From Shampoo to Champagne : High-street Shopping for a Better Environment. London, England: Gollancz.
Gulyás, E., Ujhelyi, K., Farsang, A., and Boda, Z., 2006, “Opportunities and Challenges of Sustainable Consumption in Central and Eastern Europe: Attitudes, Behaviour and Infrastructure,” Conference of the Sustainable Consumption Research Exchange (SCORE!) Network, Wuppertal, Germany.
Hines, C. and Ames, A, 2000, Ethical consumerism – a Research Study Conducted for The Co-operative Bank, London, England: MORI.
Holt, D. B., 2012, “Constructing Sustainable Consumption: From Ethical Values to the Cultural Transformation of Unsustainable Markets,” The Annals of the American Academy of Political and Social Science, Vol. 644, No. 1, 236-255.
Kennedy, E. H., Krogman, N., and Krahn, H., 2013, “Sustainable Consumption and the Importance of Neighbourhood: A Central City/Suburb Comparison,” The Canadian Journal of Sociology / Cahiers Canadiens de Sociologie, Vol. 38, No. 3, 359-382.
Kolkailah, S. K., Aish, E. A., and El-Bassiouny, N., 2012, “The Impact of Corporate Social Responsibility Initiatives on Consumers' Behavioural Intentions in the Egyptian Market,” International Journal of Consumer Studies, Vol. 36, No. 4, 369-384.
Koszemska, M., 2010, “CSR Standards as a Significant Factor Differentiating Textile and Clothing Goods,” Fibres and Textiles in Eastern Europe, Vol. 83, No. 6, 14-19.
Lyon, S., 2014, “Fair Trade Towns USA: Growing the Market within a Diverse Economy,” Journal of Political Ecology, Vol. 21, 145-160.
McClelland, D. C., 1973, “Testing for Competence rather than for "Intelligence",” American Psychologist, Vol. 28, No. 1, 1-14.
OECD., 1999, Social Enterprises, Paris, France: OECD Publishing.
Papaoikonomou, E., Valverde, M., and Ryan, G., 2012, “Articulating the Meanings of Collective Experiences of Ethical Consumption,” Journal of Business Ethics, Vol. 110, No. 1, 15-32.
Plummer, J. T., 1974, “The Concept and Application of Life Style Segmentation,” Journal of Marketing, Vol. 38, No. 1, 33-37.
Reynolds, F. D., and Darden, W. R., 1974, “Constructing Life Style and Psychographics,” in W. D. Wells (ed.), Life style and Psychographics, Chicago: AMA, 71-96.
Sagawa, S. and Segal, E., 2000, “Common Interest, Common Good: Creating Value through Business and Social Sector Partnerships,” California Management Review, Vol. 42, No. 2, 105-122.
Spencer, L. M. and Spencer., S. M., 1993, Competence at Work: Models for Superior Performance. New York: John Wiley & Sons.
Stecker, M. J., 2016, “Awash in a Sea of Confusion: Benefit Corporations, Social Enterprise, and the Fear of "Greenwashing",” Journal of Economic Issues (M.E. Sharpe Inc.) , Vol. 50, No. 2, 373-381.
Tyson, L. and Walske, J., 2016, “Revolution Foods: Expansion into the CPG Market,” California Management Review, Vol. 58, No. 3, 125-141.
Waddock, A., 1988, “Building Successful Social Partnerships,” Sloan Management Review, Vol. 29, No. 4, 17-23.
Willis, M. M. and Schor, J. B., 2012, “Does Changing a Light Bulb Lead to Changing the World? Political Action and the Conscious Consumer,” The Annals of the American Academy of Political and Social Science, Vol. 644, No. 1, 160-190.
Wooliscroft, B., Ganglmair-Wooliscroft, A., and Noone, A., 2013, “The Hierarchy of Ethical Consumption Behavior: The Case of New Zealand,” Journal of Macromarketing, Vol. 34, No. 1, 57-72.