| 摘要: | 在當今商業環境中，企業社會責任已成為企業策略的核心，影響公司的公眾形象及消費者行為。本研究探討企業在融入公益價值的過程中，產品特徵、情境設計和消費者人格特質是否會影響消費者對產品的態度和願付價格。
本研究通過四個實驗發現，公益議題與產品包裝顏色顯著影響消費者對產品品質的感受和願付價格；公益議題與情緒也顯著影響消費者的喜好和願付價格。公益議題、包裝顏色和情緒及人格特質之間的三因子交互作用對消費者的產品態度和願付價格也有顯著影響。此外，研究發現產品形狀、材質、包裝上是否標示公益議題、文案敘述方式及活動期間等因素也會影響消費者的品質感受、喜好和願付價格。這些結果表明，企業在設計產品和營銷策略時，需綜合考慮多個因素，以更有效地結合公益價值與商業利益，提升消費者的產品態度和購買意願。
例如，孤兒公益議題適合使用明亮的黃色包裝，獨居老人議題則適合使用莊重的黑色包裝；快樂情緒能提升對孤兒產品的喜好，悲傷情緒則能激發對獨居老人產品的支持。消費者的人格特質也會影響他們對公益議題產品的態度。圓形產品形狀更適合身障者議題，六角形更適合更生人議題；木材材質適合氣候災民議題，金屬材質適合戰爭災民議題。正向文案適合氣候災民議題，負向文案適合戰爭災民議題。
總結來說，本研究提供企業在整合公益價值與商業利益方面的策略建議。
;In today′s business environment, corporate social responsibility (CSR) has become central to corporate strategy, influencing public image and consumer behavior. This study investigates whether integrating public welfare values into business models, through product features, situational design, and consumer personality traits, can affect consumers′ attitudes toward products and their willingness to pay.
Through four experiments, the study found that public welfare issues and product packaging colors significantly influence consumers′ perceptions of product quality and their willingness to pay. Additionally, public welfare issues and emotions significantly impact consumers′ preferences and willingness to pay. The three-way interactions between public welfare issues, packaging colors, emotions, and personality traits also have significant effects on consumers′ product attitudes and willingness to pay. Furthermore, the study discovered that factors such as product shape, material, whether public welfare issues are labeled on the packaging, copywriting styles, and event duration also influence consumers′ perceptions of quality, preferences, and willingness to pay. These findings suggest that companies need to consider multiple factors when designing products and marketing strategies to effectively combine public welfare values with commercial interests, thereby enhancing consumers′ product attitudes and purchase intentions.
For instance, using bright yellow packaging for orphan-related public welfare issues can enhance consumers′ positive emotional responses, while solemn black packaging is more appropriate for elderly-related issues. Happy emotions can increase preferences for orphan-related products, while sad emotions can boost support for elderly-related products. Consumer personality traits also influence their attitudes toward public welfare products. Circular product shapes are more suitable for disability-related issues, while hexagonal shapes are better for ex-convict-related issues. Wooden materials are more appropriate for climate refugee issues, while metal materials are better for war refugee issues. Positive copywriting is more effective for climate refugee issues, while negative copywriting is more impactful for war refugee issues.
In conclusion, this study provides valuable strategic recommendations for companies on integrating public welfare values with commercial interests. |
