本個案描述CHC 關懷協會專案經理Sky，該協會於2014 年面臨財務虧損與管理人才斷層困境之時，在總幹事的熱情邀請下，毅然決定接下專案經理一職，運用在大學所研讀的管理學知識，逐漸帶領協會走出困境，並且將二手義賣店店面擴大及成功地應用網路社群進行行銷，讓二手義賣店的經營漸入佳績。
然而店面擴大後也產生許多問題，協會營運缺乏資訊系統輔助的困境也隨之浮現，Sky 不禁猶豫著協會是否應繼續加強網路行銷與提升實體店服務品質，或是要導入資訊系統協助管理。導入資訊系統的想法雖然一直存在，但預算與人才缺乏下，協會推動資訊系統則可能會面臨不少難題。
本個案主要教學主題包含：（1）首先討論非營利組織和社會企業與一般企業的差異；（2）運用商業模式圖分析，探討非營利組織的商業模式；（3）Sky 在接任專案經理後，透過網路社群媒體行銷來提升二手商品的捐贈品質與開拓客源，探討社群媒體分類與應用；（4）最後藉由Sky 導入資訊系統的想法，依計劃行為理論探討協會成員的抗拒現象。
本論文採取哈佛式個案教學撰寫法，內容包含個案本文與教學指引。個案討論內容包括社會企業、商業模式、社群媒體行銷和計劃行為理論等議題，透過個案內容輔佐以學說文獻進行探討，以期實務驗證理論，並以理論帶領實務的方式，創造組織更大的競爭力。

This thesis describes a business case regarding the serious financial losses and
key personnel leave faced by CHC Care Association in 2004. The association’s
General Secretary appointed Sky to take over the position of project manager. With
the management knowledge gained from his days in the university, Sky finally led the
association out of hardship and further enhanced the performance of its non-profit
products by successfully expanding the store size and enhancing the utilization of
social media marketing.
As the store and its sales grew tremendously, the problem of lack of information
management systems arise within the association. Sky began to think whether they
should continue to focus on social media marketing along with improving the store’s
quality of service or they should introduce management information systems within
the association. In fact, the idea of introducing information systems has existed for a
while; however, the limited budget and the lack of IT personnel have likely become
their obstacles.
The main focus of this case study covers the discussion of the following topics:
(1) differences among non-profit organization (NPO), social enterprise, and
commercial enterprise; (2) Business Model Canvas (BMC) analysis in NPO; (3)
categorization and application of social media by analyzing the process in which Sky
has done to improve the donation quality of second-hand goods in their store and
found new customers through social media marketing; (4) investigation of the
association’s members resistance phenomenon towards the introduction of
management information systems using the theory of planned behavior (TPB).
This thesis is written in the style of Harvard Business Case teaching method. It
consists of a case text and a teaching guide. The discussions cover social enterprise
business model, social media and marketing planning issues, and the theory of
planned behavior (TPB). This thesis provides a reference for organizations to
integrate the academic theory and industrial practices in order to help them enhance
their competitiveness.

一、 中文參考文獻
1. 林東清（2010），資訊管理：e 化企業的核心競爭能力. 臺北市: 智勝文化。
2. 林東清、孫培真、徐景智（2000），影響資訊系統使用者抗拒行為之原因：
以計劃行為理論為基礎之整合研究。資訊管理研究，2（2），1-26。
3. 陳金貴（2002），非營利組織社會企業化經營探討。新世紀智庫論壇，19，
39-51。
4. 經濟部（2014），社會企業行動方案(103-105 年)。
5. 葉盈君（2012），淺談計畫行為理論。國家教育研究院電子報，51。
二、 英文參考文獻
1. Alter, K. (2007). Social enterprise typology. Virtue Ventures LLC, 12.
2. Ajzen, I. (1989). Attitude structure and behavior. In A. R. Pratkanis, S. J.
Breckler, & A. G. Greenwald (Eds.), Attitude structure and function (pp.
241-274). Hillsdale, N.J.: L. Erlbaum Associates.
3. Dees, J. G., Emerson, J., & Economy, P. (2002). Enterprising nonprofits: A
toolkit for social entrepreneurs (Vol. 186). John Wiley & Sons.
4. Elkington, J. (1997). Cannibals with forks. The triple bottom line of 21st century.
5. Kaplan, A. M., &Haenlein, M. (2010). Users of the world, unite! The challenges
and opportunities of Social Media. Business horizons, 53(1), 59-68.
6. Osterwalder, A., &Pigneur, Y. (2010). Business Model Generation: A Handbook
For Visionaries, Game Changers, And Challengers Author: Alexander
Osterwalder, Yves.(p. 288). Wiley.