公益價值對消費動機、滿意度、忠誠度的影響：以喜樂水餃為例

NPO組織因時代與環境變遷，為求財務能自主及組織永續經營，迫使NPO組織產業走向一般競爭市場。而非營利組織或社會企業所提供的產品或服務都具有一定程度的公益價值存在。在一般市場機制下產品與服務能否於市場上具有競爭力的關鍵因素是消費者的認同和支持。消費者亦因時代的演變從量的需求提昇到質再提昇到形象及心靈的滿足，故對消費目標族群有所了解是相對重要。而NPO組織對產品行銷手法上常會帶入公益價值及理念傳遞以做市場區隔的主要訴求，而此種方式對消費行為有何影響、如何找出目標顧客群、有效經營、降低成本、穩定銷售量，促使組織使命落實及永續經營。故本研究是以消費者為出發點，探討消費者消費者人口統計對公益價值認知、消費動機、滿意度、忠誠度及公益價值認知與消費行為之間的關係，以喜樂水餃工坊之消費者做為問卷對象，共收集了386份有效問卷，以敘述性性統計、獨立樣本t檢定、單因子變異數分析、相關分析、迴歸分析進行資料處理和分析。研究結果顯示消費者之不同消費者人口統計對公益價值認知、消費動機、滿意度、忠誠度分別呈現顯著差異。公益價值認知與消費動機、滿意度具有顯著相關；其消費滿意度愈高，其忠誠度愈高。而影響忠誠度的消費者消費者人口統計變項有「職業」、「收入」、「居住地」、「捐款習慣」、「購買頻率」，建議可針對此部份做為忠實顧客群的經營和未來市場開發，亦可將此消費族群的需求做為產品研發目標及方向。在行銷手法上適度對公益價值宣傳對消費行為具正向影響，但產品的競爭力是否永續還是需靠產品本身所帶給消費者的「實用價值」和「整體滿意度」來維持。

關鍵字

社會企業；公益價值；消費動機；滿意度；忠誠度

並列摘要

Abstract As the society advances, in order to achieve independent finance and sustainable operation, non-profit organizations (NPOs) have entered the competitive markets. Products or services provided by NPOs or social enterprises have a certain degree of public welfare value. The key factors of having competitive advantages for products and services are consumers’ identification and support. Over time, consumers’ demands have evolved from satisfying needs, requirement for quality, and finally to fulfilling brand image and spirituality. Thus, it is important to understand the target consumers. NPOs usually introduce public welfare value and concept into product marketing for market differentiation. What is the effect of that appeal on consumer behavior? How to find target customers? How to operate the business efficiently, lower costs, effectively stabilize market, fulfill organizational missions, and have sustainable operation? Those are the questions to be answered by this research. From the perspectives of consumers, this study probed into the effect of consumers’ backgrounds on the perception of public welfare value, consumption motive, satisfaction and loyalty, and relationship between the perception of public welfare value and consumer behavior. Consumers of Joyce Dumplings were treated as the subjects for questionnaire survey. A total of 386 valid questionnaires were collected. Data were processed and analyzed by descriptive statistics, independent sample t test, One-way ANOVA, correlation analysis, and regression analysis. According to findings, consumers’ different backgrounds significantly influence the perception of public welfare value, consumption motive, satisfaction and loyalty. There is a significant correlation among perception of public welfare value, consumption motive and satisfaction. When consumer satisfaction is high, loyalty is also high. Background variables of loyal consumers include “occupation”, “incomes”, “place of residence”, “habit of donation” and “purchase interval”. They can be criteria for developing loyal customers and the future market. The consumers’ needs can be goals and directions of product R&D. As to marketing strategies, proper promotion of public welfare value positively influences consumer behavior. However, sustainable competitive advantages of products depend on “practical value” and “overall satisfaction” with products for consumers.