臺灣博碩士論文加值系統

近來企業社會責任備受重視，善因行銷因而成為廣受企業喜愛的行銷手法，其優點在於能夠創造三贏：為慈善議題提供支持、替企業達成行銷目的，以及使消費者感覺良好。善因行銷立意良善，卻也由於企業利益牽扯其中而易受到各方質疑，若內容未經謹慎設計，效果將備受打折。因此，本研究意在探討善因行銷之內容設計，並以行銷人員可掌控的活動時間為主軸，探討在不同議題重要性與產品類別之情境下，所可能產生的行銷效果。

本研究採實驗設計方法，並以兩個實驗來驗證假設。實驗一為活動時間（短期v.s長期）、議題重要性（首要議題v.s次要議題）及產品類別（實用性產品v.s享樂性產品）的2x2x2三因子設計；實驗二將活動時間再細分為三類（短期v.s中期v.s長期），配合議題重要性(首要議題v.s次要議題)、產品類別（實用性產品v.s享樂性產品）做出3x2x2的三因子設計，兩個實驗皆以消費者所產生之品牌態度與購買意圖作為依變數的衡量。

實驗結果顯示活動時間、議題重要性與產品類別間會產生三維交互作用進而影響善因行銷廣告效果。長期的活動時間較適合實用性產品與首要議題的搭配，或是享樂性產品與次要議題的搭配；短期的活動時間則使享樂產品搭配首要議題有較佳的效果。研究結果也發現，消費者觀看廣告後所產生的廠商自利動機歸因是影響上述三維交互作用對善因行銷效果負面影響的中介機制。

As moral consciousness raises, Corporate Social Responsibility (CSR) has become essential and Cause-Related Marketing (CRM) has turned prevalent among marketers. It is believed that CRM creates win-win-win situation for participants: social causes are supported, sales goals are reached, and consumers feel better making purchases. However, when consumers become skeptical about a company’s motive, CRM backfires. Therefore, this research aims to explore how factors such as time duration, cause importance and product type can influence the effectiveness of CRM.

This research uses experimental design and conducts two experiments. The first experiment is a 2 (time duration: short vs. long) x 2 (cause importance: primary cause vs. secondary cause) x 2 (product type: utilitarian vs. hedonic) factorial design, while the second adopts 3 (time duration vs: short vs. medium vs. long) x 2 (cause importance: primary cause vs. secondary cause) x 2 (product type: utilitarian vs. hedonic) factorial design. Attitudes toward the brand and purchase intention serve as dependent measures in this research.

The results reveal a three-way interaction of time duration, cause importance and product type on advertising effectiveness. Long time duration works better for a utilitarian product bundled with a primary cause or for a hedonic product with a secondary cause. Short time duration is more effective for a hedonic product with a primary cause. Consumers’ attribution to the company’s egoistic motive is found to be the underlying mechanism to explain the negative effects behind the phenomena above.

第壹章　緒論+1
第一節　前言+1
第二節　研究背景+1
第三節　研究動機+4
第四節　研究目的與問題 +5
第五節　研究架構+6
第貳章　文獻回顧+8
第一節 前言+8
第二節　善因行銷概述+8
第三節　善因行銷活動時間+13
第四節　善因行銷議題重要性+17
第五節　產品類別+20
第六節　小結+22
第參章　研究設計與方法+23
第一節　前言+23
第二節　研究假設與架構 +23
第三節　兩個實驗的建立 +27
第四節　小結+27
第肆章　實驗一設計與分析+29
第一節　前言+29
第二節　研究變數操作型定義與衡量+29
第三節　研究設計+33
第四節　實驗一結果分析+38
第五節　小結+52
第伍章　實驗二設計與分析+53
第一節　前言+53
第二節　研究變數操作型定義與衡量+53
第三節　研究設計+54
第四節　實驗二結果分析+62
第五節　小結+76
第陸章　結論與建議+78
第一節　前言+78
第二節　研究結果討論+78
第三節　研究貢獻+82
第四節　研究限制+84
第五節　未來研究與建議+85
第六節　小結+88
參考文獻+89
附錄一 實驗一問卷（1）+97
附錄一 實驗一問卷（2）+100
附錄一 實驗一問卷（3）+103
附錄一 實驗一問卷（4）+106
附錄一 實驗一問卷（5）+109
附錄一 實驗一問卷（6）+112
附錄一 實驗一問卷（7）+115
附錄一 實驗一問卷（8）+118
附錄二 實驗二問卷（1）+121
附錄二 實驗二問卷（2）+124
附錄二 實驗二問卷（3）+127
附錄二 實驗二問卷（4）+130
附錄二 實驗二問卷（5）+133
附錄二 實驗二問卷（6）+136
附錄二 實驗二問卷（7）+139
附錄二 實驗二問卷（8）+142
附錄二 實驗二問卷（9）+145
附錄二 實驗二問卷（10）+148
附錄二 實驗二問卷（11）+151
附錄二 實驗二問卷（12）+154

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