不同慈善動機的捐贈者在多種環境因素和二次決策下最終捐贈意願的探討

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陳敏行(Min-Xing Chen) 查詢紙本館藏

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論文名稱

不同慈善動機的捐贈者在多種環境因素和二次決策下最終捐贈意願的探討
(On the Final Donation Will of Donator with Varied Charitable Motivations under the Influence of Multiple Environmental Factors and Second Decisions)

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摘要(中)

慈善動機影響著捐贈者的行為，本研究提出兩種全新慈善動機——立功動機/贖罪動機，並於二次決策機制中驗證不同動機的特性。
本研究以兩個實驗設計先探討karma信仰程度（高/低）與慈善動機（立功動機/贖罪動機）對選擇捐贈類型（時間/金錢）和捐款形式（一次性/分期）的形影，探究兩種動機之間的差異與特性。後以5個實驗，在二次決策機制中，加入停滯時間，文字顏色，任務完成度，情緒，心理溫度，從多個角度進一步探討立功動機與贖罪動機之間的差異。
研究結果如下:
1. 立功與贖罪的慈善動機對捐贈類型和捐款方式的選擇具有影響
2. 立功動機比起贖罪動機面對環境因素更敏感
3. 立功動機更加感性，贖罪動機更加理性
4. 任務完成度會在相對高與低時對捐贈意願產生影響

摘要(英)

Charitable motivations influence the behavior of donators. This paper proposes two brand new charitable motivations, namely the service motivation and the atonement motivation, and validates the properties of both motivations in second decision mechanism.
The study designs two experiments to explore the influence of the strength of Karma belief (strong/weak) and charitable motivations (service motivation/atonement motivation) on donation types (time/money) and forms of donation payment (lump-sum payment/installments) and to analyze the differences and properties of both motivations. Another five experiments are designed under second decision mechanism to further discuss the differences between the service motivation and the atonement motivation in terms of dead time, text color, goal proximity, emotion and psychological warmth.
Major findings are followings:
1. The service motivation and the atonement motivation influence the donation type and the form of donation payment differently.
2. The service motivation is more sensitive to environmental factors than the atonement motivations.
3. The service motivation is more emotional, while the atonement motivation is more reasonable.
4. The goal proximity influences the donation willingness when it is relatively high or low.

關鍵字(中)

★ 慈善動機
★ 二次決策
★ 停滯時間
★ 文字顏色
★ 任務完成度
★ 情緒
★ 心理溫度

關鍵字(英)

論文目次

摘要 i
Abstract ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的與研究問題 3
第三節研究流程 4
第二章文獻探討與研究假設 5
第四節時間對消費行為的影響 9
第五節色彩 11
第六節完成度 11
第七節情緒 12
第八節心理溫度 13
第三章研究方法 14
第一節實驗一研究方法 14
第二節實驗二研究方法 17
第三節實驗三研究方法 19
第四節實驗四研究方法 23
第五節實驗五研究方法 25
第六節實驗六研究方法 28
第七節實驗七研究方法 31
第八節前測實驗 33
第九節資料分析方法 36
第四章研究結果 38
第一節實驗一 38
第二節實驗二 41
第三節實驗三 44
第四節實驗四 47
第五節實驗五 49
第六節實驗六 51
第七節實驗七 54
第五章研究結果及建議 58
第一節研究結論 58
第二節研究貢獻 60
第三節研究限制 61
第四節對後續研究的建議 62
參考文獻 63
中文部分 63
英文部分 64
附錄一前測問卷 70
附錄二實驗1~2問卷—贖罪動機 75
附錄三實驗3~7使用問卷—一次決策/立功 77
附錄四實驗3~7使用問卷—一次決策/贖罪 78
附錄五實驗4使用問卷—二次決策/紅色文字 79
附錄六實驗4使用問卷—二次決策/藍色文字 80
附錄七實驗5使用問卷—二次決策/高完成度 81
附錄八實驗5使用問卷—二次決策/低完成度 82
附錄九實驗6使用問卷—二次決策/激動 83
附錄十實驗6使用問卷—二次決策/平靜 84
附錄十一實驗7使用問卷—二次決策/冰塊 85
附錄十二實驗7使用問卷—二次決策/火焰 86

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指導教授

林建煌

審核日期

2018-6-26

推文