認同突顯和知覺可信度對推廣社會企業意願之影響：以臉書「C」社群為例

Abstract

社會企業是一種創新的企業營運模式，藉由商業的營利與效率機制來解決社會問題，世界一流大學，如英國劍橋大學，皆相當重視並推崇社會企業創業。然而最近的調查結果顯示，國內民眾對於社會企業的認知普遍不足，因而阻礙了社會企業產品與服務在台灣的推廣能力。如何提昇社會企業對大眾的溝通效果，成了社會企業是否能夠在台灣快速發展的重要因素。本研究觀察，近年新興的社群網路，有著全球高度重視的傳播能力，或許是在台社會企業所應該有效利用的溝通平台。以台灣為例，臉書的滲透率在2014年已經突破65%，每天都有超過1100萬的台灣人使用臉書分享與瀏覽資訊。本研究因此以臉書的封閉式社團(需要經過審核才能加入、瀏覽與發言的社群團體)為研究標的，以實證方式探究過去學者提出、但未實證過的命題：認同突顯於非營利組織進行關係行銷時，可能具有重要的影響力。本研究透過文獻探討，將網路消費者重視的知覺可信度融入研究架構，進一步驗證社會企業推廣意願的影響因子。經過兩週的網路調查，總共收到有效問卷280份，母體是臉書封閉性社團「全民週週進五千」的所有成員。研究結果顯示知覺可信度與認同突顯均會顯著且正面地影響社團成員對於群內分享的社會企業資訊之宣傳意願。當成員感知到的社團信譽、公正性、資訊深度和可靠性越高時，社員就會有更高的認同突顯，社會企業廣告對社團成員的推廣意願影響就越大。更重要的是，本研究發現知覺可信度對於社會企業的推廣意願影響，顯著高於過去學者所提出的認同突顯。換言之，在實務上，社會企業利用臉書封閉式社群進行企業推廣時，慎選那些重視經營社員對於群內發言信任感的封閉式社群，比選擇善於經營群內認同感的封閉式社群，可能會有更好的推廣效果。

Social enterprise, a kind of innovative operational mode of enterprises, solves social problems by means of commercial profit and efficiency mechanism. Thus, world-class universities like University of Cambridge in the U.K. all emphasize social enterprises and advocate social entrepreneurship. However, according to results of current surveys, the public in Taiwan are generally not sufficiently aware of social enterprises can develop rapidly in Taiwan to improve the effects of their communication with the public. This research studies social networks that has emerged in recent years with the communication ability highly valued worldwide, and it is probably the communication platform that should be used by social enterprises in Taiwan. Take Taiwan as an example, in 2014, the coverage rate of face book had already reached 65% with more than 11 million people in Taiwan using the face book to share and browse information. Therefore, closed societies (social communities that can one can join, browse and speak after being audited) are taken as the research object in this research to explore issues proposed by previous scholars but have not been tested in an empirical way. Identity salience may exert an important influence on marketing the relationships between non-profitable organizations. Through literature review, this research includes perception credibility emphasized by online customers into the framework of research, and further verifies factors influencing social enterprises’ willingness to promote themselves. After two weeks of online survey, altogether 280 valid questionnaires were received from all members of the face book closed society “C” Facebook Group. Research results show that both perception credibility and identity salience will have positive impact on community members’ willingness to share social enterprise information. When members feel high community credibility, fairness and information is profound, they have higher recognition and social enterprises’ advertisement have more influence on social community members’ willingness to promote. What’s more, it has been found in this research that Perceived Credibility have more than identity Salience to promote s. In other words, in practice, while social enterprises use face book closed societies to promote themselves, they should be careful to choose those closed communities emphasizing group members’ credibility of delivering speeches within the community, which will have better effect in promotion than those closed communities good at maintaining members’ recognition.