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博碩士論文 etd-0806112-130544 詳細資訊
Title page for etd-0806112-130544
論文名稱
Title
自我導向或他人導向?探討非營利組織類型與文化差異對善因行銷廣告訴求效果的影響
Self-Focused or Other-Focused Appeal? Impacts of Non-Profit Organization Type and Cultural Differences on Cause-Related Marketing
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
105
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2012-07-26
繳交日期
Date of Submission
2012-08-06
關鍵字
Keywords
善因行銷、廣告訴求、非營利組織、國家文化、雄性/雌性主義
National culture, Non-profit organization, Masculinity/femininity, Advertising appeal, Cause-related marketing
統計
Statistics
本論文已被瀏覽 5824 次,被下載 443
The thesis/dissertation has been browsed 5824 times, has been downloaded 443 times.
中文摘要
  隨著企業社會責任議題的興起,企業是否扮演良好公民的角色已受到社會的關注與重視,而善因行銷 (cause-related marketing, CRM)就是在此趨勢下,所快速興起的行銷手法。善因行銷意指企業與非營利組織結合,並運用其行銷資源與策略,當消費者購買特定產品時,企業則捐贈一定程度金額或物資給予非營利組織的作法;透過此一行銷手法,企業可提升本身的形象、聲譽與消費者的評價,而非營利組織也透過與企業的合作提高了知名度,並讓消費者更瞭解非營利組織成立的宗旨;在消費者方面,也能夠透過購買產品,進而參與社會公益,故如何提升善因行銷的廣告效果,已成為實務界與學術界相當重視的議題。
  本研究基於善因行銷的文獻以及消費者行為與跨文化心理學的理論為基礎,發展出一套理論模式與假設,並採用2*2*2的實驗設計、配合跨文化樣本的收集,以探討不同善因行銷的廣告訴求 (自我導向、他人導向訴求)是否與非營利組織類型 (利己型、利他型)與國家文化 (雄性、雌性主義)產生交互作用,進而影響廣告效果與消費者反應。在國家文化的部份,本研究共收集82位台灣受試者以及62位德國受試者進行填答,而統計分析則採複變異數分析,以年齡、性別、利他特質,及對公益的態度為共變數,進行假設檢定。
  研究結果發現,非營利組織類型與善因行銷廣告訴求有顯著交互作用:當非營利組織為利己型時,自我導向的廣告訴求可以讓受試者有更佳的購買意圖與對贊助企業態度;此外,本研究亦發現國家文化、非營利組織類型與善因行銷廣告訴求對廣告效果的三維交互作用顯著:當非營利組織為利己型且隸屬國家屬於雄性主義文化時,自我導向廣告訴求比他人導向廣告訴求對購買意圖與對企業態度的效果更佳。
  本研究除了對善因行銷的文獻做出貢獻外,研究之結果更有助於跨國企業在不同文化的國家中,搭配其合作的非營利組織類型,擬定其善因行銷策略與廣告促銷方案,亦有利於慈善機構欲尋求合作之企業時的參考依據,以達到企業、非營利組織與消費者三贏的局面,具有實務貢獻。
Abstract
  With the concern of corporate social responsibility, companies acting as a good citizen has become an important issue. Cause-related marketing (CRM) refers to a company’s aliance with a non-profit organization (NPO): when customers buy the company’s products, the company donates a portion of their profits to the NPO. Through CRM, corporates can effectively enhance their images and customer evaluations. NPOs can increase their visiablity and incomes as well. Customers are able to help NPOs through produce purchase. Therefore, how to enhance the effectiveness of CRM has become a very important issue for both researchers and practitioners.
  Based on the previous research in CRM, consumer behavior, and cross-cultural psychology literature, the present study develops a theoretical framework and hypotheses. By using the 2*2*2 experimental design with a cross-cultural sample, the present study examines whether impacts of type of NPO (help-self versus help-others) and national cultures (masculinity versus femininity) interact with two types of advertising appeals (self-focuses versus other-focused) in adverstising persuasion (purchase intentions and corporate image evaluation). The data were collected from 82 Taiwan respondents and 62 Germany respondents, with 15 to 20 respondents for each condition. Multivariate analysis of covariance was performed to test the proposed hypotheses.
  The results showed that type of NPO interacts with advertising appeals in advertising persuasion: When consumers perceive a NPO’s nature as help-self, self-focused appeal leads to higher purchase intentions and more favorable corporate image evaluation. In addition, the three-way interaction among type of NPO, national culture and advertising appeals is also significant. The effects of self-focused appeal on advertising persuation are strengthened when a NPO wih help-self orientation is chosen as a cause in a country with masculine culture. Theoretical, methodological, and practical implications are discussed.
目次 Table of Contents
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 6
第四節 研究目的與問題 7
第五節 研究架構 8
第貳章 文獻探討 9
第一節 前言 9
第二節 善因行銷之定義與效益 9
第三節 自我導向與他人導向廣告訴求 11
第四節 利己型與利他型非營利組織類型 13
第五節 國家文化與消費者行為 14
第六節 小結 16
第參章 研究設計與研究方法 17
第一節 前言 17
第二節 研究假設與架構 17
第三節 國家文化樣本選擇與問卷翻譯 21
第四節 前測 22
第五節 研究變數之操作型定義與衡量 26
第六節 研究設計與施測方式 31
第七節 小結 32
第肆章 研究結果分析 33
第一節 前言 33
第二節 樣本背景介紹 33
第三節 信度分析 35
第四節 研究設計之檢驗 35
第五節 研究假設之檢驗 37
第六節 小結 46
第伍章 結論與建議 47
第一節 前言 47
第二節 研究結果討論 47
第三節 研究貢獻 50
第四節 研究限制 52
第五節 未來研究建議 53
第六節 小結 54
參考文獻 55
附錄一 荷蘭管理學者Hofstede 對74個國家和地區計算之雄性主義分數表 60
附錄二 前測問卷(台灣) 61
附錄三 前測問卷(德國) 63
附錄四 正式問卷一(台灣:他人導向廣告訴求+利他類型非營利組織) 65
附錄五 正式問卷二(台灣:他人導向廣告訴求+利己類型非營利組織) 69
附錄六 正式問卷三(台灣:自我導向廣告訴求+利己類型非營利組織) 73
附錄七 正式問卷四(台灣:自我導向廣告訴求+利他類型非營利組織) 77
附錄八 正式問卷五(德國:他人導向廣告訴求+利他類型非營利組織) 81
附錄九 正式問卷六(德國:他人導向廣告訴求+利己類型非營利組織) 85
附錄十 正式問卷七(德國:自我導向廣告訴求+利己類型非營利組織) 89
附錄十一 正式問卷八(德國:自我導向廣告訴求+利他類型非營利組織) 93
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