Consumer behaviours in social enterprises: empathy with employees with disabilities and intention to revisit the social restaurant
通过混合方法研究，发现顾客对残疾员工的共情关怀和亲残疾态度显著影响其重访社会餐厅的意愿，并提出了解释社会企业消费者行为的三方模型。
This research aims to find out why visitors tend to revisit social enterprises employing people with disabilities. The research used an exploratory sequential mixed methods design to achieve this goal. The social enterprise examined in this study is a restaurant where people with mental disabilities are employed. First, qualitative research was conducted through face-to-face interviews with visitors (n = 20). Qualitative findings have revealed four themes explaining the relationships between revisit intention and its antecedents. Secondly, quantitative research was conducted to test the hypotheses developed based on the qualitative findings and the relevant literature. Quantitative data were collected from the visitors of the social enterprise employing employees with disabilities (n = 361). According to the findings, empathic concern and pro-disability attitude positively and significantly affected consumers’ intention to revisit the social enterprise. Both dimensions of empathy, empathic concern and perspective-taking, positively and significantly affected the pro-disabled attitude. Considering that a perspective explaining consumer behavior in social enterprises has not been developed in the literature, this research contributes to explaining consumer behavior in social enterprises by creating the tripartite model with qualitative and quantitative data.