臺灣博碩士論文加值系統

善因行銷起源於1981 年， 雖然 Josephson(1984) 的 善因行銷模式可以應用於 營利及非營利組織 的行為解釋 。 然 而 對 於消費者的人格特質及價值觀影響企業採行善因行銷 態度 的瞭解仍然有限，致無法深入提供業者策略參考。有鑑於此，本研究目的即以一般消費者為對象，應用五大人格特質模型 簡稱 Big Five) 及用 Kahle (1983) 的價值觀模型，來瞭解消費者人格特質及價值觀對企業採行善因行銷的支持態度及購買態度之影響。
為了達成研究目的，本研究 採用問卷調查方法蒐集實證資料，應用實證性因素分析模型來衡量測量工具之有效性，並採用迴歸分析驗證研究假說，以觀察消費者的不同人格特質及價值觀，如何影響其對企業採行善因行銷的態度，期能將研究發現 與結果提供業者在採行善因行銷策略時，如何考慮到消費者的看法與感受之參考，並進一步進行有效的善因行銷，以迎合消費者的偏好有效地改善企業形象。 研究結果顯示消費者的人格特質具有神經性、友善性及嚴謹性 等特質 的對於 因行銷是 屬於支持的態度，而價值觀具有自我實現特質的消費者對善因行銷的購買態度是具有正向顯著的影響，人格特質對價值觀的影響也是正向顯著的影響，惟外向性對價值觀的影響不顯著 。

Cause-related marketing originated in 1981, although Josephson (1984)'s caused-related marketing model can be applied to the interpretation of the behavior of for-profit and non-profit organizations. However, the understanding of consumers' personality traits and values that affect companies' adoption of caused-related marketing attitudes is still limited, making it impossible to provide in-depth strategic reference for the industry. In view of this, the purpose of this research is to target the general consumer, apply the five personality trait models (Big-Five for short) and use the Kahle (1983) value model to understand the consumer personality traits and values that are used for caused-related marketing that the influence of support attitude and purchase attitude.
For the purpose of this research, this study used questionnaires to collect empirical data, applied an empirical factor analysis model to measure the effectiveness of measurement tools, and used regression analysis to validate the research hypothesis to observe the different personality traits and values of consumers. Influencing their attitudes towards companies adopting caused-related marketing. It is expected that the research findings and results will provide the industry with reference to consider the reference of consumers' views and feelings, and further conduct effective cause-related marketing to cater to consumers' preferences and effectively improve corporate image. The results of the study show that consumers’ personality traits are neurological, friendly, and rigorous. They are supportive of cause-related marketing, while consumers with self-fulfilling values have a positive attitude towards cause-related marketing is significant influence. The influence of personality traits on values is also positively significant, but the influence of extroversion on values is not significant.

謝 詞 I
論文提要 II
ABSTRACT III
目 錄 IV
圖 次 VI
表 次 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程與論文結構 2
第二章 文獻探討 5
第一節 善因行銷 5
第二節 人格特質與價值觀 7
第三章 研究方法 11
第一節 研究架構 11
第二節 研究假設 11
第三節 研究變數之操作性定義及衡量 12
第四節 研究對象與資料蒐集 16
第五節 問卷設計與前測 16
第六節 資料分析與方法 18
第四章 實證結果與分析 19
第一節 敘述性統計分析 19
第二節　信效度分析 21
第三節 差異性分析 26
第四節　假說驗證 27
第五章 結論與建議 35
第一節 研究結果與討論 35
第二節 管理意涵 36
第三節 研究限制與建議 37
參考文獻 39
附錄一 本研究問卷 45
著作權聲明 51

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