請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/99310完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 梁朝雲 | zh_TW |
| dc.contributor.advisor | Chao-Yun Liang | en |
| dc.contributor.author | 劉惠卿 | zh_TW |
| dc.contributor.author | Huei-Ching Liu | en |
| dc.date.accessioned | 2025-08-22T16:07:46Z | - |
| dc.date.available | 2025-08-23 | - |
| dc.date.copyright | 2025-08-22 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-08-06 | - |
| dc.identifier.citation | 中文參考文獻
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(2007). Banker to the poor. Retrieved June 17, 2024, from http://www.capitolreader.com/bonus/Banker%20to%20the%20Poor.pdf Yunus, M., Moingeon, B., & Lehmann-Ortega, L. (2010). Building social business models: Lessons from the Grameen experience. Long Range Planning, 43(2-3), 308-325. https://doi.org/10.1016/j.lrp.2009.12.005 Zaremohzzabieh, Z., Ahrari, S., Krauss, S. E., Samah, A. B. A., Meng, L. K., & Ariffin, Z. (2019). Predicting social entrepreneurial intention: A meta-analytic path analysis based on the theory of planned behavior. Journal of Business Research, 96, 264-276. https://doi.org/10.1016/j.jbusres.2018.11.030 | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/99310 | - |
| dc.description.abstract | 基於數位轉型與媒體匯流的趨勢，許多新聞工作者離開媒體機構，開創更適合自己的事業，如建立自我品牌的獨立媒體人，或以社會企業家的方式經營新組織。本研究透過兩位曾經擔任過電視新聞和紙本雜誌之媒體工作者，在離開傳統媒體後，分別投身「小藝埕」與「臺灣藍鵲茶」之社企創業，作為個案研究對象，深入探討新聞工作者的社會企業創業行動，以及創業後之社會行銷（特別是故事行銷方式）的應用策略。
在創業意圖部分，本研究整合EET和TPB兩個經典模式，將創業意圖之影響因素（創業態度、創業警覺性、創業自我效能、相關經驗、社會責任、社會資本與支持）進行更細緻的探索；在社會行銷部分，則以行為改變與目標受眾、市場區隔、行銷組合，以及交易與競爭等因素，作為策略分析的主軸。其中，行銷組合包含故事行銷，以敘事情節、人物塑造、訊息主軸，以及衝突性等四大元素作為本研究的分析架構。 本研究經由創業意圖六大影響因素，逐一檢視兩個個案之社會企業創業動機後發現，兩個個案熱情的創業態度，能激發高度的創業警覺性與創業自我效能，敦促自己時時累積專業知識，以及更加嚴格的要求自己，讓生活與工作成為不可分割的整體。該結果顯示，創業意圖六大因素並非各自獨立存在，而是交互影響作用下，刺激創業意圖的大幅提升。在社會行銷方面，兩位個案均採用STP理論，應用商業行銷技術，創造、傳播和傳遞價值，以影響目標受眾的行為，從而達成社區營造與生態保育之目標。整體來看，「小藝埕」以1920年代作為宣傳主軸，「臺灣藍鵲茶」則以坪林茶園作為媒體重現，而進行的故事行銷策略，具有系統性建構與完整的鋪陳，說服效果非常顯著。 本研究將知名的創業理論加以推導與整合，並應用於新聞工作領域，成就了創業轉型和社會企業創立的研究創新。未來可望據此結果，進行後續個案研究或問卷調查設計，選擇不同背景、專業經驗與職掌地區之媒體工作者進行分析，以收集到更多元之轉型樣貌和影響狀態。 | zh_TW |
| dc.description.abstract | In light of the trends of digital transformation and media convergence, numerous journalists have left media organizations to start careers that are more suitable for them, such as establishing their own independent media brands or running new organizations as social entrepreneurs. This study uses two media professionals who once worked in television news and print magazines as case studies. After leaving traditional media, they respectively started social enterprises “Art Yard” and “Taiwan Bluemagpie Tea”. This study explores the social enterprise entrepreneurial actions of journalists and the application strategies of social marketing (especially storytelling marketing) after starting a business.
In examining entrepreneurial intention, this study integrates the two classic models of EET (Entrepreneurial Event Theory) and TPB (Theory of Planned Behavior) to explore the influencing factors of entrepreneurial intention (entrepreneurial attitude, entrepreneurial vigilance, entrepreneurial self-efficacy, relevant experience, social responsibility, social capital and support) in more detail. In the part of social marketing, the main axis of strategic analysis is based on factors such as behavioral change and target audience, market segmentation, marketing mix, and transaction and competition. Among them, the marketing mix includes storytelling marketing, with narrative plot, character creation, message axis, and conflict as the four elements of the analysis framework of this study. This study examined the social entrepreneurial motivations of the two cases through the six major influencing factors of entrepreneurial intention and found that the enthusiastic entrepreneurial attitude of the two cases can stimulate a high degree of entrepreneurial vigilance and entrepreneurial self-efficacy, urging themselves to accumulate professional knowledge at all times and to be more strict with themselves, making life and work an inseparable whole. The results revealed that the six factors of social entrepreneurial intention do not exist independently, but interact with each other to stimulate a significant increase in entrepreneurial intention. In terms of social marketing, both cases adopted the STP theory and applied commercial marketing techniques to create, disseminate and deliver value to influence the behavior of the target audience, thereby achieving the goals of community building and ecological conservation. Overall, “Art Yard” uses the 1920s as the main theme of its publicity, while “Taiwan Bluemagpie Tea” uses Pinglin Tea Garden as the media representation. The storytelling marketing strategy is systematically constructed and fully laid out, and the persuasive effect is very significant. This study extends and integrates well-known entrepreneurship theories and applies them to the field of journalism, achieving innovative research on entrepreneurial transformation and social enterprise creation. Future research is expected to use these findings to conduct subsequent case studies or survey studies, analyzing media professionals with diverse backgrounds, professional experience, and geographic coverage to capture a wider range of transformational perspectives and impacts. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-08-22T16:07:46Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-08-22T16:07:46Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 論文口試委員審定書 I
謝辭 II 摘要 III ABSTRACT V 目次 VII 圖次 X 表次 XI 第壹章 緒論 1 第一節 研究背景 1 第二節 研究動機 5 第三節 研究目的與問題 8 第四節 名辭釋義 9 第貳章 文獻探討 10 第一節 新聞工作者轉型創業 10 第二節 社會企業 12 第三節 創業歷程的相關學理 20 第四節 社會企業創業學理 25 第五節 社會行銷與社會企業 31 第參章 研究方法 45 第一節 個案研究 45 第二節 個案選擇 47 第三節 研究流程 49 第四節 資料搜集 50 第五節 資料分析 53 第肆章 個案一研究結果與討論 56 第一節 小藝埕創辦人的創業歷程 56 第二節 小藝埕創辦人的社會行銷 69 第伍章 個案二研究結果與討論 82 第一節 臺灣藍鵲茶經理人的創業歷程 82 第二節 臺灣藍鵲茶經理人的社會行銷 95 第陸章 研究結論與建議 103 第一節 個案一結論 106 第二節 個案二結論 109 第三節 綜合研究結論與建議 112 第四節 研究貢獻 119 第五節 研究限制與未來研究 120 中文參考書目 122 外文參考書目 127 附錄一：知情同意書 144 附錄二：個案一逐字稿 145 附錄三：個案二逐字稿 199 學術履歷：論文發表 236 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 社會企業 | zh_TW |
| dc.subject | 社會行銷 | zh_TW |
| dc.subject | 故事行銷 | zh_TW |
| dc.subject | 創業意圖 | zh_TW |
| dc.subject | 新聞工作者 | zh_TW |
| dc.subject | storytelling marketing | en |
| dc.subject | social enterprise | en |
| dc.subject | journalists | en |
| dc.subject | entrepreneurial intention | en |
| dc.subject | social marketing | en |
| dc.title | 新聞工作者轉型農業社會企業家的創業歷程與社會行銷 | zh_TW |
| dc.title | The entrepreneurial process and social marketing of journalists transforming into agri-social entrepreneurs | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-2 | - |
| dc.description.degree | 博士 | - |
| dc.contributor.oralexamcommittee | 顏建賢;楊美雪;阮明淑;陳順孝;王志文 | zh_TW |
| dc.contributor.oralexamcommittee | Chien-Hsien Yen;Mei-Hsueh Yang;Ming-Shu Yuan;Shun-Hsiao Chen;Chih-Wen Wang | en |
| dc.subject.keyword | 社會企業,社會行銷,故事行銷,創業意圖,新聞工作者, | zh_TW |
| dc.subject.keyword | social enterprise,social marketing,storytelling marketing,entrepreneurial intention,journalists, | en |
| dc.relation.page | 237 | - |
| dc.identifier.doi | 10.6342/NTU202504095 | - |
| dc.rights.note | 同意授權(限校園內公開) | - |
| dc.date.accepted | 2025-08-12 | - |
| dc.contributor.author-college | 生物資源暨農學院 | - |
| dc.contributor.author-dept | 生物產業傳播暨發展學系 | - |
| dc.date.embargo-lift | 2025-08-23 | - |
| 顯示於系所單位： | 生物產業傳播暨發展學系 | |
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