廣告策略對慈善捐款行為之影響探討

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黃沛然(Pei-Jan Huang) 查詢紙本館藏

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論文名稱

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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本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 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

關鍵字(英)

★ charity donation
★ goal proximity
★ advertising appeal
★ facial expression of spokesperson
★ psychological warmth
★ donation cause

論文目次

中文提要 i
英文提要 ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章緒論 1
第一節研究背景 1
第二節研究動機 2
第三節研究目的 3
第四節研究問題 4
第五節研究流程 5
第二章文獻回顧 6
第一節非營利組織 6
第二節善因行銷 14
第三章實驗一 21
第一節研究目的（實驗一） 21
第二節研究架構與流程（實驗一） 22
第三節研究對象（實驗一） 23
第四節研究工具（實驗一） 23
第五節資料分析與結果（實驗一） 33
第六節實驗一小結 40
第四章實驗二 41
第一節研究目的（實驗二） 41
第二節研究架構與流程（實驗二） 42
第三節研究對象（實驗二） 43
第四節研究工具(實驗二) 44
第五節資料分析與結果（實驗二） 50
第六節實驗二小結 57
第五章研究結論與建議 58
第一節研究結論 58
第二節研究貢獻 63
第三節研究限制 64
第四節未來研究建議 65
參考文獻 66
附錄一、實驗一模擬廣告 75
附錄二、實驗一正式問卷 78
附錄三、實驗二正式問卷（風景、心理溫度高) 83
附錄四、實驗二正式問卷（產品、心理溫度低) 87

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2015-7-22

推文