- 學位論文
社會網絡對於消費者購買社會福利組織商品的關聯性之研究
Research on the Relevance of Social Networks to Consumers 'Purchases of Welfare Organizations' Products
摘要
本研究從社會網絡觀點，探討消費者的社會網絡，對購買社會福利組織商品行為的影響機制及社會福利組織對消費者所建立的關係行銷，對消費者再購意願的影響。研究對象分為「從未購買」及「曾經購買」社會福利組織商品之消費者。本研究採用非隨機抽樣中之便利抽樣方法，以進行抽樣，並由網路社群發放問卷，共收316份，有效樣本280份。 研究發現，年齡以「30歲∼39歲」及「60歲∼65歲」購買行為機率較高，而生活周遭的人購買商品情形及是否有人提供社福商品訊息皆會影響購買行為。另外女性比男性對於購買社會福利組織再購意願較高，而消費者看到社會福利組織的資訊愈多，再購意願就愈高。關係行銷中最重要的是社會福利組織所提供的可信度，會影響再購意願。個人態度中三個變項「利己」、「利他」、「認同」態度愈正面，再購意願就愈高。 根據研究結果提出，對於社會福利組織之建議，關係行銷前，須提升社會福利組織可信度，而非全盤學習營利組織的行銷方式。行銷計畫同時，須將年長者的生理特性放入考量，如將刊物的字體放大，因有些長者視力較不佳，並對長者進行消費需求調查。最重要的是建立消費者對於社會福利組織的熟悉度，須推廣社會福利組織服務價值及內容，而非強調做愛心，也可不定期透過網路社群的方式來發佈社會福利組織的訊息，以生動且活潑的方式呈現。俾利社會福利組織與消費者與捐贈者建立良好的關係及更好的行銷模式。
並列摘要
This study explores the impact of consumers' social networks on the behavior of purchasing goods from social welfare organizations and the relationship marketing that consumers set up by social welfare organizations, and their impact on consumer repurchase intention from the social network perspective. The subjects were divided into "never bought" and "once bought" consumers of social welfare organizations. In this study, a convenient sampling method in non-random sampling was used for sampling. Questionnaires were distributed by the online community, receiving a total of 316 samples and 280 valid samples. The study found that people with "30-39" and "60-65" have a higher probability of buying behavior, and those around the world who buy goods and whether they provide social welfare products will all have an impact on purchase behavior. In addition, women have a higher willingness to buy social welfare organizations than men, and the more consumers see social welfare organizations, the greater the willingness to repurchase. The most important aspect of relationship marketing is the credibility provided by social welfare organizations, which can affect the willingness to repurchase. In the personal attitude of the three variables "self-interest", "altruism", "identity" the more positive attitude, repurchase will be higher. According to the research results, we suggest that before the marketing of social welfare organizations, we should raise the credibility of social welfare organizations instead of the overall marketing methods of the profit-making organizations. At the same time, marketing programs should take into account the physiological characteristics of middle-aged and elderly people. For example, the font of the publication should be enlarged as some middle-aged and elderly people have a lower visual acuity and a survey of middle-aged and elderly consumer demand. The most important thing is to establish consumers' familiarity with social welfare organizations. We must promote social welfare organizations' service values and contents instead of emphasizing making love. We may also issue social welfare organizations' messages from time to time through the online community. Vivid and lively way presented. To help social welfare organizations and consumers and donors to establish a good relationship and better marketing model.