誰是社會企業的消費者？－－基於生活型態分群範式之研究

Who are the Potential Customers of Social Enterprises? The Research on the Value, Attitude and Lifestyle (VALS)

社會企業是兼顧經濟發展、環境保護以及社會正義的創新經濟發展模式，其推廣有賴社會大眾的認識及支持，然而過去研究認為倫理消費的態度與行為之間有缺口。因此，本研究基於素質洋蔥模型理論，從背景變項及生活型態兩大層面探討對社會企業消費行為的影響性，並探索建構台灣消費者生活型態分群範式（Taiwan-VALS）。本研究共回收有效問卷488份，生活型態集群分析結果，共萃取出六個消費族群：新潮者、閱聽者、居家者、追求者、保健者及平實者，並可區分為隨性消費派及謹慎消費派二大派別，其中新潮者、閱聽者是最願意購買社會企業產品的族群；迴歸結果發現以下關係具有顯著影響力：教育程度及飲食健康意識影響社會企業認識程度與購買經驗、居住地區及飲食健康意識影響社會企業產品購買頻率、經濟程度影響社會企業產品購買平均金額、婚姻狀況及經濟程度與新生活成就意識影響社會企業產品購買期間。最後本研究依據研究結果提出四項管理與行銷上的意涵，以及四項與社會企業潛在消費者溝通的具體策略。

Social enterprises have been regarded as signs for innovative economies that combine economic development, environmental protection and social justice. The success of social enterprises heavily relies upon the support of the public and the insights of consumer behaviors. Therefore, this study employs “the Onion Competency Model Theory” to investigate the impacts of the consumer behaviors to social enterprises from two aspects, which are the background variables and VALS (value, attitude and lifestyle). VALS cluster analysis reveals six consumer groups: Trendies, Audiences, Homebodies, Seekers, Health-conscious and Realist, and can be classified into two distinguished types: Casual expense and Cautious expense. The groups of “Trendies” and “Audiences” are more likely to choose the products from social enterprises. Regression results show that “educational status,” “dwelling area,” “social economic status,” “marital status,” “nutrition conscious,” and “new life achievement conscious” are significant variables that affect different consumer behaviors of social enterprises. Based on the results of this study, four implications on management and marketing and four specific strategies to communicate with potential consumers are addressed.