身心障礙者庇護工場社會行銷與產品行銷對消費者消費動機之影響

隨著經濟型態的轉變，景氣的循環變的不可預測，過去非營利組織（Nonprofit organization,NPO）或社福團體以募款為主要收益來源的模式也逐漸受到挑戰。在勞動部將庇護工場定調為持續獲利且提供障礙者就業的社會企業情況下，身心障礙者庇護工場如何藉由社會行銷及產品行銷來獲得消費者的認同，進而影響消費者的消費動機，是本研究想探討的主題。本研究透過量化研究的方式，探討社會行銷模式及產品行銷模式對於消費者個人動機、社會動機、功能性動機及非功能性動機的影響情形。　　依本研究主旨，為了解消費者消費庇護工場的動機因素，本研究以曾經消費過庇護工場產品之消費者為研究對象；採用立意抽，樣進行網路問卷調查，共收集699分問卷，符合樣本條件之有效問卷為555分，有效問卷率為79.3%。資料分析方法採用描述性統計、獨立樣本t檢定、單因子變異數分析、Pearson相關係數分析、線性迴歸等統計方式，研究發現結果如下：一、人口變項對消費者消費動機有部分顯著的影響性。二、社會行銷組合對消費者消費動機呈現正向相關，消費者對庇護工場　的社會行銷組合認同度越高，越有可能願意購買庇護工場商品。三、產品行銷組合對消費者消費動機呈現正向相關，顯示消費者對庇護　工場的產品行銷組合的認同度越高，越可提高消費庇護工場商品的消費動機。四、社會行銷模式較對消費者的社會動機有較高的正向影響力。五、產品行銷模式對消費者的非功能性動機有較高的正向影響力。　　研究結果發現，社會行銷模式及產品行銷模式對庇護工場消費者消費動機均有不同程度的影響，因此建議庇護工場經營面強化服務面的品質、培植庇護工場服務提供者社會行銷技巧、通路的建構等，公部門協助庇護工場產品推廣及鼓勵一般企業投入經營庇護工場，以有效提升庇護工場市場差異與營運穩定性。

關鍵字

身心障礙；庇護工場；社會行銷；產品行銷；消費動機

並列摘要

Due to changes in the global economy, the cycle of social development has become unpredictable. In the past, non-nonprofit organizations (NPO) or social welfare organizations used fundraising as their main source of income, and this model has gradually been challenged. At present, the Ministry of Labor defines sheltered workshop as a social enterprise that can continue to make profits and provide employment for the disabled people. Today, how the sheltered workshop for the physically and mentally disabled gains consumer recognition through social and product marketing, and further affects consumers' consumption motivation, this is the subject of this study. This research uses quantitative research as a method to explore the impact of social marketing models and product marketing models on consumers' personal motivation, social motivation, functional motivation and non-functional motivation. 　　Based on the topic of this research, in order to understand consumers' motives for consuming at sheltered workshop, this research takes consumers who have consumed the products of sheltered workshop as the research object. Purposive sampling is used to conduct online questionnaire surveys, collecting a total of 699 questionnaires. Among them, the valid questionnaires that meet the sample conditions are 555 points, and the valid questionnaire rate is 79.3%. As for the data analysis methods, this study uses descriptive statistics, independent sample t test, one-way analysis of variance, Pearson correlation coefficient analysis, multiple regression and other statistical methods. The findings of this study are summarized as follows: 1. Demographic variables have a significant impact on consumers' consumption motivation. 2. The social marketing mix is positively related to consumers' consumption motivation. When consumers have higher recognition of sheltered workshop's social marketing portfolio, consumers are more willing to buy the products of sheltered workshop. 3. The product marketing mix is positively related to consumers' consumption motivation. This data shows that the higher consumers' recognition of sheltered workshop's product marketing portfolio, the more consumers will be motivated to consume the products of sheltered workshop. 4. The social marketing model has a higher positive influence on consumers' social motivations. 5. The product marketing model has a high positive influence on consumers' non-functional motivations. 　　Based on the research results, it can be inferred that social marketing models and product marketing models have varying degrees of influence on the consumption motivation of sheltered workshop consumers. Therefore, this research suggests that the operating aspect of sheltered workshop should strengthen the quality of service, and train the service personnel of sheltered workshop to provide social marketing skills, channel construction, and so on. As for the public sector, it should assist in the promotion of sheltered workshop's products and encourage general enterprises to invest in the operation of sheltered workshop, so as to further effectively enhance the market differentiation and operational stability of sheltered workshop.