臺灣博碩士論文加值系統

Because charitable appeals of non-profit organizations play an important role of stimulation donation from publics, planning for charitable appeals and understanding how it influence to donor’s behavior are essential but yet incomprehensible exploring. Therefore, to exploit deeply about charitable appeal’s perspective, this study examines the different effects between negative and positive emotions in charitable appeals on donation, and still there are a few studies having been done on this topic. In addition, a theoretical guide for planning is a framework which proposes that egoistic motives, such as familial and emotional utility are instinct determinants of the relationship between emotional appeals and donation. To investigate the contribution of such a framework, the study also uses these two dimensions of utility as mediating variable to test the indirect relationship between appeal and donation. This study selects the advertisement of “Operation Smile” about Vietnamese children with cleft lips and conducts data randomly via online survey in Vietnam. The result supports perhaps positive emotions show higher significantly (positive) effects than negative emotions in donation with an appearance of familial and emotional utility to stem from emotions and donation.

Table of Contents

Chapter 1 1
Introduction 1
1.1. Background of study 1
1.2. Motivation: 1
1.3. Research question 4
1.4. Research process 4
Chapter 2 6
Literature Review 6
2.1. Donation Behavior 6
2.1.1. The factors affect to donation behavior 6
2.1.2. Type of donation: 13
2.2. Emotional Appeal 16
2.2.1. Definition 16
2.2.2. Negative and positive emotion in appeal 17
2.3. Dimensions of utility 19
2.3.1. Definition 19
2.3.2. The conceptual of utility 21
2.4. Linkage among variables 22
2.5. Hypothesis 28
2.6. Conceptual framework 29
Chapter 3 30
Research Methodology 30
3.1. Qualitative and quantitative research 30
3.2. Sample 31
3.3. Questionnaire Design 31
3.4. Measurement 32
3.4.1. Advertising’s emotion effects 32
3.4.2. The dimensions of utility 33
3.4.3. Donation: 33
Chapter 4 34
Result 34
4.1. Validity Test 38
4.1.1. Reliability Statistics 40
4.1.2. Means, Std. Deviation 41
4.1.3. Correlations among the variables 42
4.2. The result of Structural Equation Model (SEM) 45
4.3. Summary 48
CHAPTER 5 50
Discussion and Conclusion 50
5.1. Major finding and theoretical contribution 50
5.2. Practical contribution 52
5.3. Limitation and directions for future research. 53
5.4. Conclusion 54
References 55
Appendix 62

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