社會企業結合了非營利組織的永續發展，以及一般企業的社會責任，是近幾年台灣非常熱門的話題。而由於過往社會企業相關文獻大多著重於社會企業創業的歷程，或是社會企業創業家的特質的論文，而少有探討消費者心理之相關文獻，故本研究嘗試探討目前一般社會大眾對於社會企業產品的看法，加入了探討一般企業時重要的因素如:品牌態度與品牌信任，並且因為社會企業的本質，加入道德態度作為切入點探討消費者目前對於社會企業產品的購買意圖以及願付更高價格。並且針對已經有購買行為的消費者，採用網路問卷調查的方式，共計回收299份有效樣本。
研究結果發現，社會企業消費者的品牌態度以及品牌信任會對消費者的購買意圖有正面的影響，但道德態度只有社會因素會對消費者的購買意圖有正面影響，環境因素則無。此外在願付更高價格的結果中發現可能有其他變數尚未被考量，故品牌態度、品牌信任、道德態度對於願付更高價格僅有部分的解釋能力。在其他發現的部分，發現品牌信任以及道德態度的社會因素對於消費者的購買行為有顯著的影響，而當消費者面對不同的社會企業時，會因為社會企業的異質性，而有不同的考量。
故本研究根據研究結果，發展實務建議如下:
(一) 藉由提升曝光度，提升對於一般大眾的品牌態度。
(二) 在社會企業彼此的銷售通路中，互相販售彼此的商品。
(三) 不同的社會企業可以藉自己本身產品的差異，創造在消費者心中不同的價值。

Social enterprises, as nonprofit organizations supported through government subsidies, are struggling to exist: a new type of business model is needed. The previous literature discusses the issue of social entrepreneurship; however, few studies discuss the role of the consumer or customer of these organizations. Therefore, this research analyzes consumer behavior in terms of brand attitude, brand trust, ethical attitudes, purchase intention, and willingness to pay a price premium. A questionnaire was posted on the Internet to obtain a convenience sampling cohort of 299 valid samples.
The statistical approach is multiple regression analysis. The results show that brand attitudes, brand trust, and the social factor of ethical attitudes have positive influences on purchase intention. The power of multiple regression in explaining willingness to pay a price premium is weak. The reason for this weakness might be other unconsidered variables. To conclude, brand attitude is the most important variable among the three independent variables. The main consideration of consumers may be different due to the different features of social enterprises. With these results and conclusions, this research provides some managerial implications: (1) to strengthen customers’ brand attitudes, social enterprises should seek greater exposure to the public, (2) social enterprises should cooperate and sell each other’s products, (3) social enterprises should use their own uniqueness to create different value for their customers.

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網路部分
Andorfer, V. A. and Liebe, U. (2013). Consumer Behavior in Moral Markets, On the Relevance of Identity, Justice Beliefs, Social Norms, Status, and Trust in Ethical Consumption, European Sociological Review, DOI: doi:10.1093/esr/jct014
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