研究生：洪瑞鴻

庇護工場的經營模式面臨產能、品質參差不齊與過度依賴政府資源等結構性問題，導致組織缺乏創新動機，身心障礙員工容易陷入福利依賴循環等。有別於傳統的庇護工場，社會企業結合解決社會問題與商業經營模式的創新模式，近年來開始被視為解決特定社會問題的另一種途徑。如此一來，同時需要兼顧營運成本與營收等課題的社會企業，就必須比照一般企業的經營邏輯，去理解消費者特徵及其潛在的消費動機為何。本研究挑選一間橫跨庇護工場與社會企業兩個階段的工作整合型社會企業，並以該社會企業的消費者作為研究對象，一窺汽車美容產業類型之社會企業的消費者圖像，同時分析消費者的社會企業認知與消費行為中利他價值觀的關連性。

本研究透過問卷調查法蒐集資料，蒐集社會企業中消費者的消費行為資訊、對於社會企業、身心障礙就業的認知與觀念，與受訪者人口背景資訊，共計549份有效樣本。透過線性迴歸，探討消費者對於社會企業的認知程度與消費行為背後象徵意涵的差異性，進一步推論社會企業認知程度之於善行展現的符號互動關聯。由於本研究僅蒐集社會企業消費者的資訊，未能與一般消費者進行分析比較，在研究對象的選擇上為本研究之特質與意義。

研究結果顯示：

1. 相對較高社經地位者為汽車美容的主要消費者。41歲以上、月收入5萬元以上、教育程度大學以上居多，另外男性多於女性。

2. 在控制了人口背景因素後，消費者對社會企業認同愈高利他行為程度愈強，但沒有受到消費者的人口背景因素而影響，或影響程度不大。

Sheltered workshops often face structural challenges, including inconsistent production capacity and service quality, as well as an over-reliance on government resources. These constraints stifle organizational innovation and frequently trap employees with disabilities in a cycle of welfare dependency. Unlike traditional sheltered workshops, social enterprises—which integrate commercial business models with social problem-solving—have emerged as an alternative approach for addressing specific social issues. Consequently, as social enterprises must balance operational costs and revenues, they must adopt the business logic of conventional firms to understand consumer characteristics and underlying motivations. This study focuses on a work-integration social enterprise that has transitioned from a traditional sheltered workshop to a social enterprise. By surveying its consumers, this study explores the consumer profile within the automotive detailing industry and analyzes the correlation between consumers' awareness of social enterprises and the altruistic values embedded in their consumption behavior.

Data was collected through a questionnaire survey, yielding 549 valid responses. The survey gathered information on consumers’ purchasing behaviors, their awareness and perceptions of social enterprises and the employment of individuals with disabilities, and their demographic backgrounds. Utilizing linear regression, this study explored the variations in consumers’ awareness of social enterprises and the symbolic meanings underlying their consumption behaviors, further inferring the symbolic interactionist relationship between the level of awareness of social enterprises and the manifestation of altruistic acts. Because this study exclusively collected data from social enterprise consumers without comparison to general consumers, the selection of the study population reflects the unique characteristic and significance of this research.

The research findings indicate that:

(1) The primary consumer base for automotive detailing consists of individuals with relatively higher socioeconomic status. They are predominantly aged 41 and above, with a monthly income exceeding 50,000 NTD, and possessing a university degree or higher; additionally, the male-to-female ratio is skewed toward males.

(2) After controlling for demographic variables, a higher level of identification with the social enterprise is positively associated with a stronger degree of altruistic behavior; this relationship is not significantly influenced or moderated by consumers' demographic backgrounds.