本研究的主要目的是探討產品類型對於善因廣告效果的影響，並將善因廣告訴求和善因廣告圖像視為干擾因子進行研究。採用實驗設計法進行，採2(產品類型:享樂型產品/實用型產品)#westeur024#2(善因廣告訴求:他人導向訴求/自我導向訴求)#westeur024#2(善因廣告圖像:善因事件相關圖片/產品圖片)共分成八種善因平面廣告給受試者觀看填答。研究結果發現，不同產品類型的確會影響善因行銷廣告成效，相較於享樂性產品，消費者對於實用性產品有較高的廣告態度、品牌態度以及購買意願。然而另一方面，善因廣告文字訴求以及善因廣告圖像在本研究並無顯著干擾消費者對於廣告態度、品牌態度和購買意願等廣告成效。即使如此，我們可以發現一些趨勢走向去證明部份假設之邏輯推論是如同我們所預期的。同時，本研究證明了產品類型會影響善因行銷廣告成效，也對於消費者如何回應善因行銷廣告有更進一步的了解，以供未來研究參考。

The purpose of this research is exploring the influence of product type in cause-related marketing (CRM) on consumers’ attitude and purchase intention. Besides, we also explore the moderating effect of advertisement appeal and picture. This study conducted an experiment. We developed a 2(product type)#westeur024#2(advertisement appeal)#westeur024#2(advertisement picture) factorial experimental design. The subjects could be divided into eight groups, using a fictitious scenario of CRM printed advertisement. There are eight scenarios in this study. According to the results, the findings of study indicates that utilitarian product on CRM advertisement will result better effectiveness compare to hedonic product. However, there were no significant moderating effect of advertisement appeal and picture types on consumers’ attitude and purchase intention. Even though, data of this study provided some directional evidence to prove some of hypotheses prediction. As this study found that product type in cause-related marketing has effect on consumers’ attitude and purchase intention as data provided the hypothesized direction. It can be referred by marketers to consider the product characteristic as appropriate for CRM ad in order to achieve advertising effect.

目錄
摘要 i
英文摘要 ii
誌謝辭 iii
目錄 iv
表目錄 vi
圖目錄 ix
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 7
第二章 文獻探討 9
第一節、善因行銷(CRM) 9
第二節、產品類別與善因行銷關聯 14
第三節、善因行銷廣告訴求:他人導向訴求和自我導向訴求 17
第四節、他人、自我導向訴求對於不同產品類型善因行銷廣 告效果之影響 21
第五節、善因廣告圖像對於產品類型在善因行銷廣告效果之影響 23
第六節、善因廣告訴求和善因廣告圖像對於善因行銷廣告效果之影響 25
第七節、善因廣告圖像主題、善因訴求與不同產品類型的三維交互作用 26
第八節、研究架構 27
第三章 研究方法 28
第一節、實驗設計 28
第二節、實驗過程 29
第三節、樣本收集與資料 31
第四節、研究變數之操作型定義與衡量 33
第五節、正式問卷和廣告設計 46
第六節、分析工具與方法 48
第四章 研究結果與分析 50
第一節、 樣本資料 51
第二節、 因素分析 54
第三節、 信度分析 61
第四節、 操弄性檢定 64
第五節、 假設驗證 65
第六節、 小結 99
第五章 結論與建議 105
第一節、 研究結果討論 105
第二節、 實務貢獻 112
第三節、 研究限制 113
第四節、 後續研究建議 115
參考文獻 116
附錄 121
附錄一: 產品選擇和衡量廣告訴求 121
附錄二: 正式問卷(衣服) 127
附錄三: 正式問卷(衣服配合不同訴求及圖像之廣告用圖) 133
附錄四: 正式問卷(慢跑鞋) 135
附錄五: 正式問卷(慢跑鞋配合不同訴求及圖像之廣告用圖) 141

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中文部分:
李昱欣 (2008) ，罪惡感訴求與產品類型對善因行銷效果的影響，國立高雄大學經濟管理研究所碩士論文，未出版。
林美吟，(2009)，利他、利己綠色廣告訴求之廣告效果研究-以綠色生活型態為干擾變數，淡江大學國際貿易學系國際企業學碩士班碩士論文。
湯坤嶧 (2009) ，情緒訴求與品牌性別特質對於善因行銷效果之影響，國立中山大學企業管理系碩士論文，未出版。
楊佳晏(2010)，產品與善因，誰是善因行銷下真正的主角? 捐款幅度與消費者情
感對於善因行銷廣告之影響，國立中山大學企業管理學系碩士班碩士論文
動腦雜誌，2013，品牌本善的好創意，450期