臺灣博碩士論文加值系統

企業運用善因行銷（Cause-related Marketing; CRM）的慈善活動，承諾當顧客每次購買它的產品將捐出一定比例金額給某非營利組織。本研究延伸過去學者（Strahilevitz and Myers, 1998; Strahilevitz, 1999）的研究，加入折扣╱捐款幅度表達方式及產品價格的變數，探討善因行銷在廣告訊息包裝上如何去影響顧客的購買決策。研究中採用產品類別（享樂性與實用性）×折扣╱捐款幅度（低與高）×折扣╱捐款幅度呈現方式（絕對金額與相對百分比）×產品價格（高與低）的2×2×2×2實驗混合設計方式，探討善因行銷在廣告包裝上的效果。研究顯示，善因行銷包裝廣告不同的訊息表達會有不同的效果，例如當廣告訊息以絕對金額表達時，享樂性產品會較實用性產品的廣告效果有效，而低幅度的捐款比例亦會較高幅度的捐款比例的效果來得好；同樣地，當善因廣告促鎖低價格產品時，享樂性產品或低幅度的捐款比例在善因行銷活動上都更能有效果。利他主義可用來解釋享樂性產品比實用性產品在善因行銷更有效,全文以實務上在善因行銷之告策略應用作為結尾。

Cause-related marketing (CRM) has become one major corporate philanthropic activity where money donated to a charity each time a consumer makes a purchase. This research examines how CRM campaigns described in advertising copy influence purchase decisions. The moderating roles of information formats and difference product price describing donations of promoted product type and magnitude of the monetary/charity incentive being offered on consumer choice are assessed in a lab experiment. This study tested the CRM effectiveness to promote in a 2 (product type: practical vs. frivolous) X 2 (donation/rebate magnitude: low vs. high) X 2 (format: relative percentage vs. absolute dollars) X 2 (product price: low vs. high) mixed design was employed with product type, information format as between-subjects variables and product price versus donation/discount magnitude as within-subjects variables. The results indicated compared with the percentage of the price being donated, respondents prefer a donation to charity over a rebate of equal magnitude when absolute dollar amount is presented either with a frivolous product or low donation magnitude. Similarly, the effects of incentive with lower-priced products are also more effectiveness on aforementioned situations. Altruism may be more corresponding with the purchasing frivolous products than with functional motivations associated with practical ones. Implications for advertising strategy are discussed.

Table of Contents

CAPTER ONE AN INTRODUCTION
1.1 Preamble..................................................1
1.2 Research Background and Motives .........................1
1.3 The Research Questions and Relevant Design................4
1.4 Structure of the Thesis...................................5


CHAPTER TWO LITERATURE REVIEW
2.1 Preamble..................................................7
2.2 Introduction to Cause-Related Marketing...................7
2.2.1 Practice of CRM Campaigns...............................8
2.3 Effects of Product Type on CRM Effectiveness.............10
2.4 Effects of Donation Magnitude on CRM Effectiveness.......13
2.5 Information Presentation Format and Its Influences on CRM
Advertising..................................................14
2.6 Product Price and CRM....................................16
2.7 Conclusion Remarks....................................17

CHAPTER THREE RESEARCH DESIGN AND METHOD
3.1 Preamble.................................................19
3.2 Research Objectives and Questions........................20
3.3 Hypotheses...............................................21
3.3.1 The Moderator of Information Presentation Format on CRM Effectiveness ....................................................22
3.3.2 The Moderator of Product Price on CRM Effectiveness....24
3.4 Research Design and Pre-tests............................26
3.4.1 Overview of the Pre-test...............................27
3.4.2 Pre-test Results.......................................28
3.5 Experimental Design......................................30
3.5.1 Overview...............................................30
3.5.2 Participants ...........................................31
3.5.3 Researched Variables...................................32
3.5.3.1 Independent Variables................................32
3.5.3.2 Dependent Variable...................................32
3.5.3.3 Possible Covariates of Individual Differences on CRM Effectiveness ....................................................33
3.5.4 Manipulations..........................................34
3.5.5 Questionnaire and Advertisements.......................35
3.5.6 Administration Procedure...............................37
3.6 Concluding Remarks.......................................38


CHAPTER FOUR DATA ANALYSIS AND RESULTS
4.1 Preamble.................................................39
4.2 Background Information...................................39
4.3 Checking Design..........................................41
4.3.1 Manipulation Check on Product Type.....................41
4.3.2 Manipulation Check on Information Presentation Format..41
4.3.3 Check of Possible Covariates of Individual Difference on CRM Effectiveness................................................42
4.4 Hypothesis Testing.......................................43
4.5 General Discussion of the Study..........................49
4.6 Concluding Remarks.......................................52


CHAPTER FIVE CONCLUSIONS
5.1 Preamble................................................53
5.2 Summary of Findings.....................................53
5.3 Limitations of Research .................................56
5.3.1 Experimental design...................................56
5.3.2 Student Sample........................................57
5.3.3 Difference between Intention and Actual Behavior......57
5.4 Contributions of the Study..............................58
5.4.1 Theoretical Contribution..............................58
5.4.2 Managerial Contribution...............................59
5.5 Proposals for Future Research...........................60
5.5.1 Categorization of Product Type .......................61
5.5.2 Role of Individual Difference on CRM Effectiveness....61
5.5.3 Donation Alternatives on Promoting a Product with a Cause 62
5.6 Final Reflection........................................62

REFERENCE ...................................................64

Appendix A. Revised Pre-test of Questionnaire ..............69

Appendix B. Pre-test Results on Perceptions of Product Type.70

Appendix C. Four Versions of Experimental Materials.........71

Appendix D. Four Versions of Questionnaire..................72

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