The Construction of Social Behavior Model: An Empirical Study of "Self-Prepared Bag When Shopping"

社會行為模式的建構－以購物時自備購物袋為例

楊東震(Dong-Jenn Yang) ； 張魁峯(Kuei-Feng Chang)

《Pan-Pacific Management Review》 9卷1期 (2006/01) Pp. 53-80

摘要

本研究之社會行為模式是依據助人行為理論(Batson，1987)、社會交換理論(Homans，1958)與計畫行為理論(Ajzen，1989)以期應用於社會行銷活動。實證研究中以「購物時自備購物袋」為研究議題，運用李克特7點量表，針對台灣地區16歲以上之民眾進行訪查，並以結構方程模型(SEM)對於社會行為模式進行驗證分析。研究結果顯示此一社會行為模式的建立不但有助於社會議題的解釋（例如：購物時自備購物袋），更有助於學術界與實務界對於民眾參與社會行為的了解。

關鍵字

社會行為 ； 社會交換理論 ； 計畫行為理論

並列摘要

This study is based on helping behavior (Batson, 1987), social exchange theory (Homans, 1958), and planned behavior theory (Ajzen, 1989) to construct a social behavior model for social marketing and focuses on empirical research into the area of ”Self-prepared Bags When Shopping”. All subjects in this study were 16 or over and living in Taiwan. A 7-point Likert scale survey and SEM (Structural Equation Modeling) were used to test the study model. The study results show that it may be advantageous to use social behavior models to address social issues, such as ”Self-prepared Bags When Shopping”. Additionally, the study results may be useful to academic professionals and industrial practitioners.

並列關鍵字

social behavior ； social exchange theory ； planned behavior theory

參考文獻

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Batson, C. D.,L. Berkowitz (Eds.)(1987).Advances in experimental social psychology.New York:Academic Press.

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