廣告策略對慈善捐款行為之影響探討;Influences of Advertising Strategies on Charity Donation Behavior

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题名:	廣告策略對慈善捐款行為之影響探討;Influences of Advertising Strategies on Charity Donation Behavior
作者:	黃沛然;Huang,Pei-Jan
贡献者:	企業管理學系
关键词:	慈善捐款;任務完成度;廣告訴求;代言人臉部情緒;心理溫度;捐款善因;charity donation;goal proximity;advertising appeal;facial expression of spokesperson;psychological warmth;donation cause
日期:	2015-07-22
上传时间:	2015-09-23 11:14:34 (UTC+8)
出版者:	國立中央大學
摘要:	隨著台灣近年社會的貧富差距拉大，社會底層中需要被幫助者越來越多，而捐款資源有限，使得募款活動的競爭越加激烈。因此，本研究欲探討如何針對「慈善捐款」制定合適的「廣告策略」，以「廣告策略」相關的變數，探討對於「捐款行為」的影響。本研究採用實驗設計法進行兩個實驗，以大學生為研究對象，主要研究結果如下：一、證實廣告訴求對捐款金額具有顯著影響。二、證實廣告訴求與任務完成度對捐款金額具有交互作用顯著影響。三、證實代言人臉部情緒與任務完成度對捐款金額具有交互作用顯著影響。四、證實心理溫度對捐款善因的選擇具有顯著影響。五、證實親和性對捐款善因的選擇具有顯著影響六、證實心理溫度與親和性對捐款善因的選擇具有交互作用顯著影響。 ;In Taiwan, the gap between rich and poor has been getting larger in recent years, more and more people lives below the poverty line and need to be helped. However, the donation sources are limited to results in the heavy competition of donation. Therefore, this study investigates how to draw up proper advertising strategies on charity donation, and how different advertising strategies variables have effect on donation behavior. This study used experimental design to develop two experiments, and used college students to be research subjects. The results indicate that: 1. Advertising appeal has significant influence on the donation amounts. 2. Advertising appeal and goal proximity have significant interaction effect on the donation amounts. 3. Facial expression of spokesperson and goal proximity have significant interaction effect on the donation amounts. 4. Psychological warmth has significant influence on the choice of donation cause. 5. Agreeableness has significant influence on the choice of donation cause. 6. Psychological warmth and agreeableness have significant interaction effect on the choice of donation cause.
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