社會企業的產品價格大多會比一般市場的價格還高,而消費者的價格敏感是否會影響購買行為,許多企業開始注意到企業社會責任的重要性,當消費者進行購買決策時,企業社會責任會影響到企業的形象,企業的形象良好能夠提升消費者的購買意願,品牌的形象良好會激發起消費者的購買意願。 本研究主要以理性行為理論探討消費者對社會企業商品的購買行為。從社會企業與消費者層面,探討企業社會責任、品牌形象、價格敏感度與產品知識、理性行為理論與購買行為之影響。以問卷統計調查來分析結果,共計發放450份問卷,回收361份有效問卷,有效問卷回收率為80%。研究結果顯示如下: 一、 態度及產品知識對購買行為皆具有顯著影響。 二、 價格敏感度對於產品知識與購買行為具有調節效果。 三、 企業社會責任對於主觀規範及產品知識與購買行為具有調節效果。 四、 品牌形象對於主觀規範及產品知識與購買行為具有調節效果。
Most product prices of social enterprises are higher than the general market prices; and whether the consumers’ price sensitivity would affect their purchasing behavior? Many enterprises start to notice the importance of corporate social responsibility. The corporate social responsibility would affect the enterprise image in the case of purchase decision-making by consumers. A good enterprise image can increase consumers’ purchase intention and a good brand image would stimulate consumers’ purchase intention. This study mainly explores the consumers’ purchasing behavior towards the social enterprise commodity with the theory of planned behavior. It explores the influence of corporate social responsibility, brand image, price sensitivity and product knowledge as well as theory of planned behavior and purchasing behavior from the social enterprise and consumer levels. The questionnaire survey is used to analyze the results. There are 450 questionnaires issued and 361 valid questionnaires collected totally, achieving a valid questionnaire response rate of 80%. The study results are shown as follows: 1. Attitude and product knowledge both have a significant influence on purchasing behavior. 2. Price sensitivity has a moderating effect on product knowledge and purchasing behavior. 3. Corporate social responsibility has a moderating effect on subjective norm, product knowledge and purchasing behavior. 4. Brand image has a moderating effect on subjective norm, product knowledge and purchasing behavior.