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研究生:楊小燕
研究生(外文):Yang, Hsiao Yan
論文名稱:事件涉入、經濟評估、行為動機對國際賑災參與意願之影響-以知覺貿易互賴程度為干擾變數
論文名稱(外文):The Effects of Event Involvement, Economic Evaluation and Behavioral Motivation on International Aiding Intention-Perception of Trade Interdependence as the Moderating Variable
指導教授:張魁峯張魁峯引用關係
指導教授(外文):Chang, Kuei Feng
口試委員:林金賢楊豐華
口試委員(外文):Lin, Chin ShienYang, Feng Hua
口試日期:2012-07-17
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:87
中文關鍵詞:國際賑災意願助人行為動機知覺貿易互賴程度
外文關鍵詞:international aiding intentionhelping behavior motivationperception of trade interdependence
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近年來,世界各地天災不斷,致使國際賑災已成為重要的議題,本研究藉由情境式涉入、持久性涉入、參與報酬、不參與成本、減輕他人痛苦、減輕自我痛苦和知覺貿易互賴程度等變數,探討其如何影響「參與國際賑災意願」。經過實證後發現,適當的情境涉入、持久性涉入與合宜的參與報酬、不參與成本,能夠影響人們的行為動機,進而提升人們參與國際賑災的意願;另外,研究中的干擾變數「知覺貿易互賴程度」對於行為動機與參與國際賑災意願的關係發揮其干擾效果─研究採用日本311大地震作為本研究標的,突顯了人們的行為動機轉換,亦即在無國家利益(貿易互賴)干擾的前提下,大多都會以減輕他人痛苦的利他行為來參與國際事務,但在國家利益干擾之後,人們會因為考慮受本國與災國長久的貿易關係,使得原先的利他行為動機轉換成利己行為動機。
研究結果給我們的啟示:一般都認為助人行為就肯定是利他的表徵,然而這只是屬於助人行為動機中的一環,其實還有利己的動機成分;另一方面,雖然捐助者長期接收受災國的資訊並不表示會參與國際賑災,反倒是評估不參與成本的高低才是重要的因素,故在非營利組織需要發起募款或招募志工時,可以對與不同行為動機的捐助者給予不同的訴求

In recent years, natural disasters have happened frequently around the world and the international relief has become an important issue. By utilizing variables such as situational involvement, enduring involvement, rewards of participation, costs of nonparticipation, relieving others’ distresses, relieving personal distress and perception of trade interdependence, this study aims to explore factors that affect people’s international aiding intention. This study selected the 311 Japan earthquakes as the research object to highlight the conversion of helping behavior motivations. Without the influence of national interest consideration, people’s international aiding motives are mainly altruistic. After the influence of moderator-perception of trade interdependence, people’s altruistic motivation will convert into self-serving purpose, which is, if people themselves do not involve in the participation, their own country’ economy and international trade will be in danger.
After completing the study, we found that: 1) It is a common belief that international aiding participation is definitely an altruistic behavior; however, there are other motives behind the helping behavior. 2) For those people who have received information of the disaster-affected country continuously, they will not take part in the aiding for certain. We found that the cost of nonparticipation is the decisive factor. Hence, when conducting fund-raising activity or recruiting new volunteers, non-profit organizations may consider rendering different appeals in accordance with various types of motives.

CHINESE ABSTRACT...............................iii
ENGLISH ABSTRACT...............................iv
CHINESE ACKNOWLEDGEMENT...........................v
TABLE LIST ..................................ix
FIGURE LIST..................................x
CHAPTER
1. INTRODUCTION................................1
 1.1 Research Background and Motives....................1
 1.2 Research Objectives...........................2
1.3 Research Process..............................3
2. LITERATURE REVIEW..............................5
 2.1 Behavioral Motivation..........................5
  2.1.1 The Definition of Motivation.....................5
  2.1.2 Prosocial Behavior...........................5
  2.1.3 Helping Behavior............................6
2.2 Event Involvement..............................9
  2.2.1 The Definition of Involvement....................9
  2.2.2 Classification of Involvement....................10
  2.2.3 Measurement of the Involvement...................14
2.2.4 The Impact of Involvement on Behavioral Motivation.........15
2.3 Economic Evaluation............................16
2.3.1 Social Exchange Behaviorism......................16
  2.3.2 The Principles of Human Interaction Behavior...........18
  2.3.3 The Economic Evaluation of Helping Behavior............19
  2.3.4 The Impact of Economic Evaluation on Behavioral Motivation....21
2.4 International Aiding Intention.......................21
2.4.1 The Connotation of International Aiding.................21
  2.4.2 The definition of Intention......................22
  2.4.3 Interrelated Researches of Intention.................22
2.4.4 The Participation Intention of International Aids.........24
2.5 Perception of Trade Interdependence...................25
2.5.1 The Definition of Perception of Trade Interdependence. ......25
2.5.2 The Impact of Perception of Trade Interdependence on
Relieving Others’ Distresses to International Aiding Intention......26
2.5.3 The Impact of Perception of Trade Interdependence on
Relieving Personal Distress to International Aiding Intention...26
3. RESEARCH METHOD................. ................28
3.1 Research Framework and Hypotheses.................... 28
3.1.1 Research Framework............................28
3.1.2 Research Hypotheses........................... 29
3.2 Operational Definition of Variables................... 30
3.3 Questionnaire Design and Pre-test Implementation............ 31
3.4 Reliability and validity Analysis for the Pre-test........... 32
3.4.1 Sample Structure.............................32
3.4.2 Reliability of the Pre-test...................... 33
3.4.3 Validity of the Pre-test........................ 39
4. EMPIRICAL ANALYSIS AND DISCUSSION........... ...........42
4.1 Questionnaire Design and Sampling Method.................42
4.2 Formal Questionnaire Data Analysis....................43
4.2.1 Formal Questionnaire Reliability Analysis..............44
4.2.2 Formal Questionnaire Validity Analysis................49
4.2.3 Structural Analysis of the Formal Sample...............51
4.3 Structural Model.............................. 53
4.3.1 Model Measurement Analysis.......................53
4.3.2 Overall Fit Analysis and Criteria...................58
4.4 Empirical Findings Analysis........................60
4.4.1 Model Fit Analysis......................... ..60
4.4.2 Hypothesis-driven Analysis.......................60
4.4.3 The Testing Results of Moderating Variable..............65
5. CONCLUSIONS AND RECOMMENDATIONS.......................69
5.1 Hypothesis Testing Sorting.................. ......69
5.2 Research Conclusions............................70
5.3 Management Implications..........................73
5.4 Limitations of This Study and Suggestions for further Research....74
REFERENCE...................... ...............76
APPENDIX  ....................................86

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