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研究生:李昱欣
研究生(外文):Yu-Hsin Li
論文名稱:罪惡感訴求與產品類型對善因行銷效果的影響
論文名稱(外文):Influence of Guilt Appeal and Product Type on Cause-Related Marketing Effectiveness
指導教授:張純端張純端引用關係
指導教授(外文):Chun-Tuan (Debbie) Chang
學位類別:碩士
校院名稱:國立高雄大學
系所名稱:經濟管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:93
中文關鍵詞:善因行銷產品類型罪惡感
外文關鍵詞:cause-related marketingproduct typesguilt appeal
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  善因行銷可以影響消費者對產品的回應與購買決定,許多研究開始討論如何提升善因行銷對消費者決策的效果,並發現消費者購買決策會受到產品類型與廣告訴求的影響。因此,企業如何針對產品特性設計適合的善因行銷廣告成為一個值得討論的議題。本研究以產品類型相關文獻為基礎,透過是否強調罪惡感廣告訴求的方式,來了解消費者面對不同產品類型與罪惡感廣告訴求時,善因行銷廣告效果是否有明顯差異。
  本研究以產品促銷進行實驗設計,實驗為3x2的雙因子設計,操作變數為產品類型(實用性產品 VS. 享樂性產品 VS. 兼具實用性與享樂性產品)和罪惡感訴求(強調罪惡感訴求 VS. 沒有強調罪惡感訴求),共6組實驗情境。研究結果發現,將兼具實用性與享樂性的產品應用在善因行銷廣告上或者強調罪惡感訴求都可以得到較好的善因行銷廣告效果,而當對兼具實用性與享樂性產品應用罪惡感訴求時,可以得到最好的善因行銷廣告效果。
  Cause-related marketing (CRM)could influences reaction and purchasing decision of consumers. Many of researches discuss how to improve the effectiveness of CRM on consumer decisions and find that product types and advertisement appeals could influence purchasing decisions of consumer. Hence, it is an important issues that corporation how to design CRM advertisement properly. In this study, we based on the literatures related to product types to understand the difference of CRM advertisement appeals whether the study emphasize guilt appeals.
  An experiment of 3 (product types: “practical products” vs. ” hedonic products” vs. “both practical and hedonic products”) x2 (guilt appeals: “emphasis guilt appeals” vs. “Not emphasis guilt appeals”) factorial design is conducted, using a fictitious scenario of product promotion. There are six scenarios in the study. The finding of study indicates that using both practical and hedonic products and guilt appeals on CRM advertisement will result better effectiveness. When using both practical and hedonic products and guilt appeals at the same time, there is the most effectiveness of advertisement in the study.
第一章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 3
第四節 研究目的與問題 4
第五節 論文架構 4
第二章 文獻回顧 5
第一節 前言 5
第二節 善因行銷之意涵 5
一 推動善因行銷之背景 5
二 善因行銷定義與實例 6
三 善因行銷對組織發展的影響 7
四 善因行銷的優勢 8
五 影響善因行銷的個人差異因素 12
第三節 消費者購物動機的差異對於善因行銷效果的影響 13
一 區隔消費動機的理由 13
二 消費動機與產品類型 14
三 產品類型對於善因行銷的影響 17
第四節 罪惡感訴求效果 18
一 負面情緒廣告訴求的應用 18
二 罪惡感廣告訴求的應用 19
三 罪惡感訴求與慈善捐贈行為之關係 19
四 罪惡感概念及理論基礎 20
五 罪惡感類型的分類 22
六 可能影響罪惡感的因素 23
第五節 產品類型與罪惡感兩者對於善因行銷之影響 24
第六節 小結 26
第三章 研究假設與方法 27
第一節 前言 27
第二節 研究目標與問題 28
第三節 研究假設 28
一 罪惡感訴求對善因行銷效果的影響 28
二 產品類型對善因行銷效果的影響 29
三 罪惡感訴求與產品類型交互影響對於善因行銷效果的影響 30
第四節 研究設計與前測 32
一 第一個前測之說明 32
二 第一個前測的結果 33
三 第二個前測說明 36
四 第二個前測結果 37
第五節 研究設計 38
一 概述 38
二 研究變數 38
三 研究操弄設定 40
四 問卷題項排列和廣告設計 41
五 執行步驟 42
第四章 研究結果分析 43
第一節 前言 43
第二節 信度分析 43
第三節 樣本背景分析 43
第四節 研究設計之檢驗 44
一 產品類型操弄確認 44
二 罪惡感訴求操弄確認 45
三 善因行銷效果可能共變數檢定 45
第五節 研究假設之檢驗 45
第六節 罪惡感訴求與產品類型進一步討論 52
第七節 研究結果綜合性討論 54
第五章 結論與建議 56
第一節 前言 56
第二節 研究結果討論 56
第三節 研究貢獻 59
一 理論貢獻 59
二 實務貢獻 60
第四節 研究限制 60
一 學生樣本 60
二 實驗設計法 61
第五節 未來研究建議 61
一 罪惡感類型 61
二 罪惡感程度的影響 62
三 個人差異影響 63
四 產品價格的影響 63
五 個人可支配所得的影響 63
第六節 小結 64
參考文獻  65
附錄一  產品選擇前測問卷  70
附錄二  罪惡感情境前測問卷  72
附錄三  正式問卷  76
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