慈善訴求與善因行銷對消費者捐贈意圖之影響

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李怡貞(Yi-jen Li) 查詢紙本館藏

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論文名稱

慈善訴求與善因行銷對消費者捐贈意圖之影響
(Charitable Appeals and Cause-Related Marketing Effect on Consumer's Donation Intention)

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摘要(中)

隨著全球總體環境之快速變遷，無論是營利或非營利組織，皆面臨了企業間愈來愈激烈之競爭。對於非營利組織而言，如何運用正確的慈善訴求將其經營理念傳達給社會大眾，提升消費者之捐贈意圖，為相當重要的議題之一。對於營利組織而言，善因行銷策略一直是被業者所推崇且經常使用的行銷手法，然而業者如何能夠設計出最具吸引力的內容，刺激消費者之捐贈意圖，進而提升銷售量與營收利潤，亦為值得探討的議題之一。
本研究透過大量的相關文獻回顧，主要探討慈善機構所提出的不同慈善訴求(利他訴求、利己訴求)，以及企業所實施的善因行銷策略內容(產品的慈善溢價幅度)，對於消費者之捐贈意圖所產生之影響。本研究參照並整合White and Peloza（2009）、Merchant, Ford and Sargeant（2010）、Wong and Leszczyc（2010）所提出之研究架構與假說，針對慈善訴求、善因行銷對於消費者捐贈意圖之影響進行探討，並嘗詴加入回饋與公眾自我意識兩項調節變數，進一步檢測其是否能夠對消費者捐贈意圖產生調節影響。
本研究選擇國立中央大學在職專班與EMBA學生作為研究對象，以發放實體問卷之方式進行施測，共回收有效樣本151份，後續運用SPSS 17.0統計軟體分析相關的研究資料與假說檢定，主要得到的分析結果如以下所述：(1) 慈善訴求顯著的影響消費者之捐贈意圖，且利他訴求對於消費者捐贈意圖之影響優於利己訴求。(2) 善因行銷顯著的影響消費者之捐贈意圖，且慈善溢價幅度愈高之產品對於消費者捐贈意圖之影響優於愈低的慈善溢價幅度。(3) 回饋對於慈善訴求與消費者捐贈意圖之間的關係，具有顯著的調節影響。(4) 回饋對於善因行銷與消費者捐贈意圖之間的關係，並未有顯著的調節影響。(5) 當慈善機構採行利己概念為慈善訴求時，若消費者為低度公眾自我意識者，其對於消費者捐贈意圖會形成顯著之調節影響。
最後，根據本研究之研究結果，對於慈善訴求與善因行銷於實務經營管理層面上提出兩項管理意涵：(1) 慈善機構宜採用以利他概念為主之慈善訴求。(2) 企業宜致力於提倡善因行銷策略，期盼透過學術研究的發現，提供業者作為未來擬訂策略之參考。

摘要(英)

With the constantly changing overall global environment, both profit and non-profit organizations are facing increasingly fierce competition with their competitors. For non-profit organizations, how to use the proper charitable appeals to convey their management ideals to the public, in order to increase the consumer‟s donation intention is an important issue. For the profit organizations, cause-related marketing strategies have always been a highly esteemed and are a commonly used marketing strategy among companies. However, the problem of designing attractive details that can encourage the public to donate more freely while increasing one‟s own sales and profits is another important issue worthy of future study.
This study reviews a large amount of related research, and mainly discusses different charitable appeals adopted by charitable organizations (self-benefit appeal and other-benefit appeal), as well as what the cause-related marketing strategies adopted by corporations (product‟s charitable premium) and their influence on consumer‟s donation intentions. This study review and integrates the research model and hypotheses of researches, including White and Peloza（2009）, Merchant, Ford and Sargeant（2010）, Wong and Leszczyc（2010）, then explores the effects of charitable appeals and cause-related marketing on the consumer‟s donation intentions, and attempt to add two moderators－feedback and public self-consciousness to test if they are possible to modify consumer‟s donation intentions.
For this study, we choose to use the on-job masters and EMBA students in National Central University as our research subjects. Research data is gathered by distributing a physical questionnaire. A sample of 151 replies was analyzed using the SPSS 17.0 statistical software to indentify relevant research data and hypotheses. The main results we obtained can be summarized as follow: (1) charitable appeals have a notable effect on consumer‟s donation intention, and other-benefit appeal is better than self-benefit appeal to attract consumers. (2) Cause-related marketing has a notable effect on consumer‟s donation intention, and the higher charitable premium products than the lower charitable premium product can promote consumer‟s donation intention. (3) Reviewing the relationship between charitable appeals and consumers donation intentions has a significant moderating effect by feedback. (4) Reviewing the relationship between cause-related marketing and consumers donation intentions has not a significant moderating effect by feedback. (5) Reviewing the relationship between charitable appeals and consumers donation intentions has a significant moderating effect by public self-consciousness.
Finally, based on the results, we propose two suggestions for practical operations and management. They are as follows: (1) charitable organizations should primarily use the other-benefit appeal. (2) corporations should use the cause-related marketing strategies. We hope that the conclusions made in this study will provide future businessmen with a guideline for their business strategies.

關鍵字(中)

★ 捐贈意圖
★ 回饋
★ 公眾自我意識
★ 善因行銷
★ 慈善訴求

關鍵字(英)

★ Cause-related marketing
★ Public self-Consciousness
★ Feedback
★ Donation intention
★ Charitable appeal

論文目次

第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節研究流程 4
第二章文獻探討 6
第一節慈善訴求 6
第二節善因行銷 11
第三節自我意識 18
第四節回饋 22
第五節捐贈意圖 23
第三章研究方法 26
第一節研究架構 26
第二節研究假說 27
第三節變數定義與衡量 31
第四節研究設計 37
第五節資料分析 40
第四章資料分析與結果 41
第一節前測分析 41
第二節樣本基本資料分析 43
第三節信效度分析 46
第四節研究假說檢定 49
第五章結論與建議 57
第一節研究結論 57
第二節管理意涵 60
第三節研究限制 62
第四節後續研究建議 64
參考文獻 66
英文部份 66
網路部份 73
附錄一：正式問卷 74

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指導教授

李小梅(Shau-mei Li)

審核日期

2011-6-23

推文