本論文探討企業社會責任中的一個領域-「善因行銷」，並著重於文化定位和訊息傳達效果包裝下對善因廣告行銷的跨文化反應。本研究將台灣和加拿大的文化內涵應用到發展極為成熟個人主義者/群體主義者的文化評估架構上。針對傳達效果而言，本研究加強探討利他訴求和利己訴求兩相比較下對訊息傳達效果之差異。本研究假設屬於群體主義社群對利他訴求的訊息會提高其評價觀感和購買意願，而屬於個體主義社群對於利己訴求的訊息會產生支持態度。所引證之基本原理在於參與者與訊息之間的文化一致性。本研究之實驗設計採用模仿真實世界之平面廣告，並在廣告觀賞前和觀賞後皆施以問卷調查。整體而言，儘管尚有其他令人感興趣的與值得注意的次級資料還未被驗證，本研究證明文化傾向和訊息傳達間的雙向互動成立。雖然群體主義與較高的利他傾向有正相關，導致對善因行銷廣告產生較高的評價與態度，但整體而言並不會進而產生更高的購買意願。潛在理由包括在實驗中使用具有快樂本質的產品，此可解釋基於情感互補理論，具有個體傾向的參與者會有較高購買意願。針對個體主義族群，善因行銷活動所增加的曝光度和熟悉度被視為可能的共變因素。本研究率先透過訊息傳達效果，將善因廣告行銷態度與跨文化架構相串連，期望能對社會行銷領域產生重大的理論貢獻。本研究之管理意涵在於，行銷人員能將本研究結論用於對舉辦國際性善因行銷有興趣的活動上。

This thesis was concerned with the branch of Cooperate Social Responsibility known as Cause-Related Marketing, and focused on the moderating effects of cultural orientation and message framing on CRM advertisement effectiveness. The well-established individualist/collectivist cultural domain was employed through application to Taiwanese and Canadian cultural contexts. With regards to framing, differences between altruistically and egoistically framed messages were explored. It was hypothesized that members of collectivist societies would have increased positive attitudes and purchase intentions towards altruistically framed messages, while members of individualistic societies would have more favorable attitudes towards egoistically framed messages. The primary rationale cited was cultural congruency between the participants and the messages. An experimental design was performed, making use of real world style simulated print advertisement copies, as well as pre and post exposure questionnaires. Overall, the two-way interaction between cultural orientation and message framing was upheld, albeit with interesting and notable secondary results. Although the collectivist orientation was correlated with higher altruistic tendencies and as a result higher overall attitudes towards the CRM advertisements presented, this did not translate into higher overall purchase intentions. Potential reasons discussed included the relatively hedonic nature of the product used in the experiment, which could explain the higher overall purchase intentions of the individualistically oriented participants, based on affect-based complementary theory. As well, the increased level of past exposure to and familiarity with CRM campaigns of the individualist group was considered as a possible covariate factor. This was the first study to explicitly relate CRM advertisement attitude to a crosscultural framework through message framing, thereby offering significant theoretical contributions to the social marketing literature. Managerial implications have been stressed throughout, with the findings of clear relevance to the marketer interested in launching CRM campaigns internationally.

ACKNOWLEDGMENTS - 5 -
ABSTRACT - 6 -
TABLE OF CONTENTS - 8 -
LIST OF TABLES AND FIGURES - 12 -
INTRODUCTION - 13 -
1.1 Preamble - 13 -
1.2 Research Background and Motives - 13 -
1.3 The Research Questions and Relevant Design - 16 -
1.4 Structure of the Thesis - 17 -
LITERATURE REVIEW - 19 -
2.1 Preamble - 19 -
2.2 Introduction to Corporate Social Responsibility and Cause Related Marketing - 19 -
2.3 Cultural Orientation - Individualism vs. Collectivism - 25 -
2.4 Message Framing - 26 -
2.4.1 Overview of Message Framing Topics - 26 -
2.4.2 Altruistic vs. Egoistic Message Framing - 29 -
2.5 Consumer Altruistic Behavior - 31 -
2.5.1 The Relationship Between Altruistic Behavior and CRM - 31 -
2.5.2 Cultural Differences in Response to Charity Appeals - 34 -
2.6 Concluding Remarks - 36 -
RESEARCH DESIGN AND METHODOLOGY - 37 –
3.1Preamble - 37 -
3.2 Research Objectives and Questions - 37 -
3.3 Hypotheses and Framework - 38 -
3.3.1 The Moderator of Framing Method on CRM Advertisement Effectiveness - 38 -
3.3.2 The Moderator of Cultural Orientation on CRM Advertisement Effectiveness - 39 -
3.4 Experimental Design - 42 -
3.4.1 Overview - 42 -
3.4.2 Participants - 43 -
3.4.3 Selections for Product, Charity, and Donation Magnitude - 44 -
3.4.3.1 Product Selection - 44 -
3.4.3.2 Charity Selection - 46 -
3.4.3.3 Donation Magnitude Selection - 46 -
3.4.4 Research Variables - 47 -
3.4.4.1 Independent Variables and Manipulations - 47 -
3.4.4.2 Dependent Measures - 51 -
3.4.4.3 Possible Covariates - 51 -
3.4.5 Questionnaire Measures - 53 -
3.4.5.1 Pre-Exposure Questionnaire - 53 -
3.4.5.2 Overall Structure - 53 -
3.4.5.3 Purchase Intention and Attitude - 54 -
3.4.5.4 Manipulation Checks, Donation Magnitude, and Demographics - 55 -
3.4.6 Administration Procedure - 56 -
3.5 Concluding Remarks - 57 -
DATA ANALYSIS AND RESULTS - 58 -
4.1 Preamble - 58 -
4.2 Background Information - 58 -
4.3 Reliability Analyses - 59 -
4.3.1 Reliability of the Indexes - 59 -
4.3.1.1 Advertisement Attitude - 59 -
4.3.1.2 Cultural Orientation - 60 –
4.3.2 Manipulation Checks - 60 -
4.3.2.1 Framing Type - 60 -
4.3.2.2 Cultural Orientation - 61 -
4.3.3 Possible Covariate Effects - 62 -
4.3.3.1 Level of Consumer Involvement / Experience with the Product - 62 -
4.3.3.2 Number of Donation in the Past Year - 63 -
4.3.3.3 General Altruistic Behavior - 64 -
4.3.3.4 Attitudes Towards CRM Activities - 65 -
4.3.4 Participant Demographics - 66 -
4.4 Hypothesis Testing - 67 -
4.5 General Discussion - 72 -
DISCUSSION AND CONCLUSION - 75 -
5.1 Preamble - 75 -
5.2 Summary of Findings - 75 -
5.3 Limitations of the Research - 77 -
5.3.1 Administration Procedure - 77 -
5.3.2 Student Sample - 77 -
5.3.3 Differences in CRM Experience - 78 -
5.4 Contributions of the Study - 78 -
5.4.1 Theoretical Contributions - 78 -
5.4.2 Methodological Contributions - 79 -
5.4.3 Managerial Contributions - 80 -
5.5 Future Research Proposals - 81 -
5.5.1 Categorization of Product Type - 81 -
5.5.2 Donation Magnitude - 82 -
5.5.3 Other Cultural Dimensions - 83 -
5.5.4 Other Nationalities - 83 -
5.6 Final Reflections - 84 –
REFERENCES - 86 -
APPENDIX A (ADVERTISEMENT COPIES – ENGLISH VERSIONS) - 93 -
APPENDIX B (ADVERTISEMENT COPIES – MANDARIN CHINESE VERSIONS) - 95 -
APPENDIX C (QUESTIONNAIRE – ENGLISH VERSION) - 97 -
APPENDIX D (QUESTIONNAIRE – MANDARIN CHINESE VERSION) 100

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