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    Title: 消費者購買社福團體產品的考慮因素及涉入程度對購買行為影響之研究 : 以喜憨兒烘焙屋為例
    Other Titles: A research of factors and brand involvement in purchasing NPO's products : a case of "Children Are Us Foundation"
    Authors: 陳甄儀;Chen, Jen-Yi
    Contributors: 淡江大學國際企業學系碩士班
    曾忠蕙;Tseng, Chung-Hui
    Keywords: 促銷活動;價格促銷;產品屬性;品牌形象;需求因素;公益活動;品牌涉入程度;購買意願;Promotion;price promotions;Product Attributes;Brand Image;demand factors;charity events;brand involvement;Purchase Intension
    Date: 2014
    Issue Date: 2015-05-04 09:45:37 (UTC+8)
    Abstract: 隨著社會越來越進步,人們不再是只為溫飽而生活,終有多餘的心力關心社會議題,社會福利也受到政府機關的重視,平日裡走在街上,常常會看到有社工人員帶著喜憨兒在街上叫賣烘焙屋自行烘烤的餅乾,或常見到一些基金會所販賣的產品等,本研究以喜憨兒烘焙屋為例,探討產品價錢、產品屬性、品牌形象、需求因素、公益活動及促銷活動各變數對購買意願之影響。

    研究結果發現各自變數對購買意願之影響會隨著品牌涉入程度的高低而有所不同,建議改善通路、產品、價格問題,並著重高涉入和低涉入的消費者分別在意的是那些,如此一來就能增加社福團體的收入,也能提供其他基金會做更進一步的探討。
    後續研究可依據本研究所提出的概念加以深入研究,進而幫助社福團體增加收入與創造存在的價值。
    As society becomes more progress, people no longer live only for food and clothing, and finally have extra time concerned with social issues,and government also attention tosocial welfare.In normal time,often see a social worker and amentally retarded childrentogether to sell hand-made cookies,and common to see a number of foundations that sell products. In this study, the mentally retarded children baking house, for example, to explore the product price, product attributes, brand image, demand factors, charitable activities, purchase intention, and promote activities.
    The results showed that the purchase intention of independent will depend on the level of involvement, it is recommended to improve channel, product, price, and focus on what is the high involvement and low involvement of consumers are concerned , so it can increase revenue to social welfare organizations, and also to provide other foundations do further discussion.
    The follow-up research is allowed to dig deeper into the notion that the study can increase the revenue and creat value of the social welfare organizations.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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