以計畫行為理論探討影響消費者購買非營利組織產品決定因素

TO EXPLORE DETERMINANTS INFLUENCE ON CONSUMERS TO BUY THE PRODDUCTS OF NON-PROFIT ORGANIZATIONS BASED ON THE THEORY OF PLANNED BEHAVIOUR

林鴻文(Hung-Wen Lin)

指導教授 ： 謝錦堂

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

非營利組織面臨更競爭的環境及資源短缺的挑戰，而這個過程及現象將會愈來愈普遍，因此非營利組織朝向市場導向的研究成為重要的課題。故除了被動地追求大眾捐款及政府或其他機構的補助外，從分散風險的角度來看，非營利組織企業化或從事商業活動以增加多元的收入來源，不失為可行的方法之一。

本研究探討影響消費者購買非營利組織產品決定因素，以 Ajzen (1985)計劃行為理論為基礎，其研究架構為態度、主觀規範及知覺行為控制構念對意願及行為的影響，另外加入價格意識、關係品質及自我認同構念，成為本研究之研究架構。
本研究透過網路隨機問卷收集220份有效樣本，透過一階驗證性因素分析 (Confirmation Factor Analysis; CFA) 及結構方程模式分析 (Structural Equation Modeling; SEM)，檢定本研究所提出觀念性架構中各構念間之假說關係是否達到統計顯著水準。

Ajzen (1985) 計劃行為理論中的三個構念，態度、主觀規範及行為控制，其實證結果顯示態度及主觀規範對購買意圖無顯著影響，僅知覺行為控制對購買意圖及購買意圖對購買行為有顯著影響；另外加入探討的價格意識、關係品質及自我認同構念中，僅關係品質對購買意圖會有正面影響。本研究從人口敘述統計分析得知，受測者對於想要購買非營利組織產品的金額預算以101-1,000元最多，以及受測者對於選購非營利組織產品種類以不限最多的情況下；故建議非營利組織可以推出多1,000 元以下的產品供消費者購買。除此之外，非營利組織也可從增強與組織內成員、組織的捐贈者及大眾媒體關係品質，增加組織內部的向心力，組織外部的知名度，讓組織的產品得以順利拓展，穩定組織的收入來源，使得組織得以永續經營。

關鍵字

非營利組織 ； 計畫行為理論 ； 價格意識 ； 關係品質 ； 自我認同.

並列摘要

Competitive environment and shortage of resources are just few of the many common challenges facing non-profit organizations today. Therefore it becomes extremely important for non-profit organizations to transform themselves into market-oriented non-profit organizations. From the perspective of risk diversification, a non-profit organization enterprise needs to actively engage in commercial activities to increase sources of income instead of passively receiving public donations and subsidies from government and other institutions.

This study investigates the variables that influence the purchase of non-profit organization products by consumers based on the Theory of Planned Behavior (TPB) developed by Ajzen in 1985. The theory includes attitude, subjective norm, and perceived behavioral control as constructs. Also for this particular study, price consciousness, relationship quality and self-identity were added as additional constructs.

220 valid questionnaires were collected by random subject sample selection through internet. The level of statistical significance for each construct within the conceptual framework were tested first with Confirmatory Factor Analysis (CFA) and then tested again with Structural Model Analysis (SEM).

The result of the study shows that attitude and subjective norms have no significant effect on purchase intention, only perceived behavioral control on purchase intention and purchase intention on buying behavior shows positive significant effect. Futhurmore, out of the three additional constructs (price consciousness, relationship quality and self-identity), only relationship quality shows positive significant effect on purchase intention.

The population descriptive statistical analysis shows that most of the subjects are willing to pay somewhere between 101 NTD to 1,000NTD for non-profit organization products. It also shows that most of the subjects do not have a limitation on the product types offered by non-profit organizations. According to the result, we recommend that non-profit organizations offer products priced below 1,000NTD. In addition, non-profit organizations should focus on improving quality of internal staff members, organizational donations, relationship with mass media, loyalty from within the organization and public visibility from outside the organization so that products can be promoted smoothly and sources of income can be stabilized to secure a sustainable future for the organization.

並列關鍵字

Nonprofit Organizations ； Theory of Planned Behavior (TPB) ； Price Consciousness ； Relationship quality and Self-identity.

參考文獻

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