隨著全球化的發展，貧富差距日益惡化所造成的貧窮及失業問題，對各國政府而言都是嚴峻且艱難的挑戰，街友問題更是存在於各國的普遍現象，街友的成因複雜，解決其貧窮問題，才是癥結所在。而近年來在台灣蔚為風潮的「社會企業」概念即是以尋求創新的商業模式，整合社會資源以協助解決社會問題。而大誌雜誌作為一個社會企業，正是以商業模式，提供街友一份穩定販售雜誌的工作機會，協助解決其失業所造成的社會問題。 本研究運用質性研究，並藉由文獻回顧及深度訪談方式，希望透過受訪者訪談問題回饋探討大誌雜誌營運模式，瞭解大誌雜誌對協助街友就業問題之成效及對街友產生之影響，並進一步瞭解大誌雜誌作為已經在台灣營運六年的社會企業，是否發揮如當時設立時所預期的目標，逐步協助街友自立，解決街友就業問題。 研究發現，大誌雜誌除協助街友就業外，在營運上仍為一個以營利為目的的公司，然近幾年因雜誌銷量無法有效成長，而影響公司營收及後續販售員召募，這與雜誌社未能適時調整目標讀者群及加強行銷策略不無關連，而受限資金及人力，雙週刊及成立基金會目標暫無具體進展。此外，大誌雜誌目前只解決街友就業問題，部分販售員若無政府補助，販售所得仍不足以租屋。但其正向影響為：販售員多將販售雜誌視為長久工作，有助街友重拾信心及回歸正常生活；販售雜誌工作亦有助年長及身體狀況不佳之街友就業。

A rising problem for social enterprises within South Africa is that consumers tend to display mixed interests towards their marketing campaigns. The technological revolution has allowed consumers to become more adept and ethically sensitised at identifying deceptive marketing ploys. In light of the growing competition among many SSEs in attaining donations, managers of these organisations have realised the value in managing their organisations as brands. However, SSEs should remain aware of distinguishing their marketing from corporate brands. Past literature revealed that organisations which behave socially responsibly elicit more positive attitudes from consumers. Thus, SSEs adopting socially responsible marketing could allow them to be perceived as devoted towards their social missions, which could attract more volunteering and monetary donations. The study investigated the impact of branding on support intentions towards supported social enterprises: the case of The Big Issue South Africa. A descriptive research design was adopted. This included an online survey method that was used to acquire quantitative data from 200 participants in Cape Town, which was required to interpret conclusive findings to this investigation. The findings of the study were that consumer-brand relational authenticity (CBRA), brand trust, and customer-brand identification (CBI)] had a direct positive influence on support intentions. Attitude toward helping others (ATHO) was determined as a negative moderator between the relationship of CBI and support intentions. Alternatively, altruistic values were determined to not possess any moderating influence on the relationship between brand trust and support intentions. The findings therefore fill theoretical gaps on CBRA, brand trust and altruistic values that remained unexplored in the past. The study produced a conceptual framework explaining the branding factors that have the most significant impact in driving support intentions. This framework can be beneficial to managers of SSEs with regard to leveraging support from a local and international standpoint. However, marketers in the corporate field who are designated to attracting corporate social investment (CSI) can also draw on insights from the study in order to attract support for these CSI initiatives. The study is thus beneficial to corporate organisations as well.

本研究透過比較大誌雜誌與街遊導覽活動社會企業方案對遊民服務產生的影響，以及兩者於服務系統中的角色，了解社會企業於遊民服務中的功能。雖然兩者均以促進遊民就業為社會目的，但是在牽涉教育訓練、生活安排與遊民長期規劃時，兩社會企業方案發展出不同的商業模式。相映著社會企業於臺灣社會福利供給體系日漸重要的角色，本研究關注社會企業的「社會性」如何與商業模式結合，社會與商業的互動如何影響遊民的生活安排，藉此了解社會企業發揮的功能以及對於遊民社會融合的影響。 本研究分析架構是藉由考察社會企業於工作模式與經營目標中的差異，了解其對遊民權益的影響。進一步觀察社會企業所提供的工作性質與企業中組成人員怎麼影響遊民於區域面向、經濟所得、教育訓練、社會參與、勞動市場面向的社會融合效果。此外，特別關注遊民在工作之餘，如何調適生活安排與工作之間的生存策略。 研究結果發現兩種社會企業方案的商業模式與社會目的反應於工作模式和經營目標之間的互動模式與平衡策略，如此的組織設計以及其衍生的互動與平衡策略也使其在遊民福利服務中發揮不同的功能。組織設計而言，大誌偏向以商業模式為主，組成人員為出版專業人員與志工，提供無工作門檻且時間彈性安排的工作機會，使參與者透過販售大誌累積資產與工作經驗。街遊則偏向以社會目的為主，組成人員為社工專業人員與志工，導覽工作需要長期的培訓，因此，街遊志工與社工人員參與個案生活安排的機會較多，因此個案能夠更直接地接觸所需的服務。 兩家社會企業都提供了具促進社會融合功能的支持性就業環境，一方面大誌提供了勞動市場多元的工作機會，另一方面街遊則是提供完整的教育訓練與社會服務，補充了穩定服務中的就業機會與過渡服務中的職業訓練。從兩個社會企業案例可發現，社會企業透過提供穩定工作機會，能夠舒緩社會排除的程度，也嫁接遊民與社會福利體系的連結。本研究認為由於社會企業所目前提供的收入水準仍無法使遊民穩定地維持居住需求，因此若可以搭配安置服務或居住相關的補助，較容易使社會企業方案發揮脫貧功能。次之，建議可以將社會企業納入遊民就業服務的資源之一，由於兩家社會企業方案都提供具有教育與訓練功能的工作機會，能夠補足目前遊民就業服務中較少職業訓練的部分。 / By analyzing The Big Issue Taiwan and Hidden Taipei, in terms of their business models and social aims, this research investigates the role of social enterprise programme in the welfare service for the homeless and the impact of the programme on the latter. Both of the social enterprise programmes aims at offering supportive working environment and job opportunities. However, they have developed different resource balancing and transferring strategies on the issues of homeless’ income, education, training and housing needs. Responding to the gradually important role of social enterprise, this thesis aims at researching how a social enterprise copes with the balance between social aims and business model, and finally, how the balance effects the social inclusion of homeless. The research investigates the differences between two business models to understand how it influences homeless’ rights. Furthermore, by investigating the business model, in terms of the numbers of employee and volunteer and the types of job opportunities being provided, we can understand the effect of social inclusion in various dimensions: for instance, housing, income, education and training, social participation and labour market. Special attention is paid to know how homeless navigate the balance between work and daily life. The result shows the different interaction between social enterprise and homeless, and the balance strategies reflected from the different business models and social aims. Additionally, different business models and the balance strategies have different impacts on the homeless welfare services. As a business-inclined social enterprise, The Big Issue Taiwan offers job opportunities with flexible requirements and working hours. The Big Issue vendors can save money from selling the magazine and gain working experience for the next job. On the other hand, Hidden Taipei, which plays as a pro-social aim business model, offers job with high-quality requirements, which requires long-term training. Therefore, the social workers and volunteers could spend more time with the clients. Both of the social enterprises offer and create a supportive employment environment promoting social inclusion of the homeless and various opportunities in the labour market. While The Big Issue Taiwan has created job opportunities, Hidden Taipei has offered complete employment training program and social service. By creating a stable and supportive working environment, social enterprise has not only changed the vulnerable status and promoted the social inclusion of homeless, but also the connection between homeless and social welfare system. However, The Big Issue vendors and Hidden Taipei guides can still hardly afford the rent for their residence on a stable basis. Therefore, this research suggests that the income may have better effect if it has accompanied with housing-related benefit. Secondly, regarding the lack of the education and training program in homeless service, it is suggested that social enterprise could be integrated into the homeless service for its complete training program.