社會企業是一種既有追求財務目標，同時關注社會責任目標的企業模式。在農業社會企業的背景下，本研究從消費者的角度出發，探討農社企如何建立品牌信任，驅動消費者參與，從而建立正向積極的行銷方式。社會企業具有獨特的目標，既追求經濟效益，同時也致力於解決社會問題、提升社會福祉。在農業社會企業中，這種雙重目標尤為重要，因為它們不僅要追求經濟效益，還要確保農產品的品質和安全，保護環境資源，維護農民權益，並為社區和社會帶來積極的影響。
本研究採用信任轉移理論作為發展基礎，探討驅動農社企背景下之消費者參與因素。信任轉移理論認為，消費者對於一個品牌的信任可以透過其他實體或機構的信任轉移到該品牌上。在農社企的情境下，這意味著農社企可以通過建立良好的第三方認證機制，讓消費者對其品牌產生信任。這樣的認證機制可以是由獨立的機構或組織進行的品質檢測。此外，傳達與告知民眾其社會使命，讓消費者了解農社企品牌過去之實際作為，亦能建立起品牌的信任基礎。綜合上述，消費者能進而做出推薦、社會影響、知識分享等行為。
研究透過封閉式線上問卷蒐集數據，最終收回共914份有效樣本，使用Partial Least Squares分析各構面之間的關係。最終研究發現，農社企能透過傳達良善的社會使命，建立公正的第三方認證機制，促使消費者對品牌產生信任，進而驅動消費者參與行為。此外，不斷宣傳企業的理念與社會使命，也能直接促進消費者參與行為的產生。

Social enterprise is a business model that pursues both financial goals and social responsibility goals. In the context of agricultural social enterprises, this study examines how agri-social enterprises can build brand trust and drive consumer engagement to establish a positive marketing approach from the perspective of consumers. Social enterprises have unique goals, pursuing economic benefits while also striving to solve social problems and enhance social welfare. In agricultural social enterprises, this dual objective is particularly important because they not only pursue economic benefits, but also ensure the quality and safety of agricultural products, protect environmental resources, safeguard farmers' rights, and bring positive impacts to the community and society.
This study adopts trust transfer theory as the basis of development to explore the factors driving consumer engagement in the context of agri-social enterprises. Trust transfer theory suggests that consumers' trust in a brand can be transferred to that brand through the trust of other entities or organizations. In the context of agri-social enterprises, this means that agri-social enterprises can create trust in their brands by establishing a good third-party certification mechanism. Such a certification mechanism could be a quality test conducted by an independent agency or organization. In addition, communicating and informing the public about its social mission and letting consumers know what the agribusiness brand has actually done in the past can also build a foundation of trust in the brand. By combining the above, consumers can further engage in recommendation, social influence, and knowledge sharing behaviors.
A total of 914 valid samples were collected through a closed-ended online questionnaire, and Partial Least Squares was used to analyze the relationship between the various components. The study found that agribusinesses are able to communicate their social mission and establish an impartial third-party certification mechanism to promote consumers' trust in the brand, which in turn drives consumer engagement behavior. In addition, the continuous promotion of the company's philosophy and social mission can also directly promote consumer engagement behavior.

論文審定書 i
摘要 ii
Abstract iii
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節、 研究背景 1
第二節、 研究動機 3
第三節、 研究目的 4
第二章 文獻探討 5
第一節、 社會企業 5
第二節、信任轉移理論與框架 11
一、社會企業下的信任前因 13
二、社會企業下的信任兩個目標 15
三、社會企業下的信任結果 17
第三節、研究模型與假說發展 21
一、研究模型 21
二、假說發展 21
第三章 研究方法 27
第一節、研究設計 27
一、問卷設計 27
第二節、研究量表發展 29
第三節、研究對象與問卷回收 29
第四節、資料分析 30
一、敘述性統計 30
二、信度與效度檢定分析 30
三、路徑分析 31
第四章、資料分析 32
第一節、敘述性統計 32
第二節、測量模型分析 35
一、信度分析 36
二、效度分析 37
三、共同方法變異(Common Method Bias, CMB) 39
第三節、模型驗證及結果 41
中介檢驗 44
第五章、討論與結論 47
第一節、研究結果 47
第二節、研究貢獻 49
第三節、研究限制與未來研究方向 51
參考文獻 52
附錄一、專家效度問卷 61
附錄二、正式問卷 67

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