臺灣博碩士論文加值系統

人們在不同溫度下的行為模式、思考方式以及心理機制都有所不同。對於慈善組織而言，在一個溫度場景中，如何設計捐款文宣來讓人們攝入有效信息是至關重要的。人們願意花時間去了解某一弱勢群體遭受的苦難，從而被感觸而產生捐款意願。因此本篇論文將探討在不同的溫度下，慈善團體應該如何設計捐款廣告文宣來吸引民眾的捐款意願、提高實際捐款行為。本研究設計2 x 2實驗，分析悲傷文宣和激勵文宣叙述在不同的溫度下，是否會影響大眾的捐款金額。研究結果顯示，在暖的環境下，人們閱讀悲傷文宣後的捐款金額更高；而在冷的環境下，人們閱讀激勵文宣後的捐款金額更高。根據本研究之結論，對於慈善組織而言，在冷的環境以及冷的季節（例如冬天）下，可以在文宣中加入「激勵」的元素，體現受助者的自強不息，增加他們沒有放棄未來、有希望的描述。而在溫度較暖的時候（例如夏天），文宣中可以增加受助者悲慘境遇的篇幅，用悲傷的情緒引起人們的同情心，從而增加捐款金額，更好地為受助者、為慈善團體謀得福祉。

People have different behavioral patterns, ways of thinking, and psychological mechanisms at different temperatures. For charities, it’s important to design different donation appeals in different temperature to make sure that people would take time to feel the sufferings of a disadvantaged group and would be more sympathetic. Therefore, this paper will explore how charities should design donation advertisements to attract people’s willingness to donate money and improve actual donation. This study designed a 2x2 experiment to analyze whether sadness-dominating message and inspiration-dominating (sadness + strength) message will affect the amount of donations at different temperatures. The results show that in the warm circumstance, people contributed more money after reading sadness-dominating messages; while in the cold circumstance, donations after reading inspiration-dominating message were higher. According to the conclusion of this study, for charities, in the cold seasons, elements of “inspiration” can be added to the donation appeal to reflect the self-improvement of the victims, showing their strength and determination. In the warm seasons, donation appeals should describe more about victims’ miserable situation, using sad emotion to trigger people’s sympathy to increase the amount of donations. This research will provide advice to charities for designing persuasive donation appeals at different temperatures.

第一章、緒論 1
1.1 研究背景和研究動機 1
1.2 研究動機 3
1.3 研究目的 3
1.4 研究流程 4
第二章、文獻回顧 6
2.1 具身認知(Embodied Cognition) 6
2.1.1 溫度對消費者的影響： 6
2.1.2 其他感知對消費者的影響： 7
2.2 情緒對利他行為的影響 8
2.2.1 負面情緒的影響(Negative emotion) 8
2.2.2 正面情緒的影響(Positive emotion) 8
2.3 溫度與文宣類型類型的交互作用對利他行為的影響 9
第三章、研究方法 11
3.1 研究架構 11
3.1.1 架構圖示 11
3.1.2 實驗設計 13
3.1.3 結果預測 14
3.2 研究對象和場地 14
3.3 問卷設計 14
3.3.1 抽樣方式 14
3.3.2 正式問卷內容 14
3.4 前測内容与结果 18
3.4.1 溫度操弄前測 19
3.4.2 前測內容 20
3.4.3 前測結果 20
3.5 信度與效度分析 22
3.5.1信度分析 22
3.5.2 效度分析 23
3.6 實驗流程 24
第四章、研究結果 26
4.1 樣本結構 26
4.2 人口統計變數對捐款金額的影響 26
4.3 操弄性檢定 28
4.3.1 溫度操弄 28
4.3.2 捐款文宣類型操弄 28
4.4 依變數檢定和結果詮釋 31
4.4.1 溫度之主效果 31
4.4.2 文宣類型之主效果 31
4.4.3 溫度與文宣類型之交互作用對捐款金額（對數）影響 32
4.4.4 溫度、文宣類型對其他依變數之效果 34
4.5 其他變數分析 35
4.5.1 受助者能力 35
4.5.2 孤獨感 35
4.5.3 文宣喜好度 36
4.5.4 文宣訊息量(Message Informativeness) 36
4.5.5 情感(Emotional Feeling) 37


第五章、討論 39
5.1 研究結論與應用 39
5.1.1 溫度與捐款行為 39
5.1.2 溫度與文宣類型的交互作用對捐款行為的影響 39
5.1.3 溫度與文宣類型對捐款意願的影響 39
5.1.4 實務建議 40
5.2 研究限制 40
5.2.1 受試者的族群 40
5.2.2 捐款方式 40
5.2.3 中介變數 40
5.3 未來研究方向 41
5.3.1 中介變數 41
5.3.2 捐款行為之真實性 41
5.3.3 性別與文宣類型的交互作用 41
參考文獻 42
附錄一 實測問卷：情境設計一（悲傷主導） 46
附錄二 實測問卷：情境設計二（激勵主導） 48
附錄三 溫度前測刺激物及問卷 50
附錄四 前測海報：情境設計一（悲傷主導） 53
附錄五 前測海報：情境設計二（激励主導） 54
附錄六 情感測量詳細問項得分 55
附錄七 溫度與文宣類型之交互作用對捐款金額影響 56
附錄八 溫度、文宣類型及交互作用對捐款意向結果分析 58
附錄九 中介分析（悲傷感、力量感） 59
附錄十 性別與文宣類型之交互作用對捐款金額（對數）作用 62

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