結合商業目標與社會責任的「善因行銷」，近年在全球及台灣蔚為風潮，各方企業躍躍欲試，準備搭上這股慈善熱，學界也一再肯定善因行銷的效果。為更加靈活運用善因行銷並提升其廣告效果，學者們從不同的角度切入，然而較少有研究以公益廣告常採用的情緒訴求為對象探討對善因行銷的影響，因此本研究以慈善相關的研究發現為基礎，選定負面的罪惡感訴求與正面的溫馨訴求兩種與消費者慈善行為密切相關的情緒訴求為研究標的，試圖了解消費者在面對兩種截然不同的情緒訴求時，其展現的行為是否有顯著差異，並延伸消費者行為的性別差異及自我概念–品牌個性一致性的相關研究發現，於本研究中導入品牌性別特質為變數，觀察其對情緒訴求類型的影響效果。
本研究以實驗設計法進行，操弄情緒訴求類型（罪惡感訴求vs.溫馨訴求）與品牌性別特質（傾向具女性特質品牌vs.傾向具男性特質品牌）兩個自變數，為2X2雙因子設計，透過虛設的善因行銷廣告建立四種不同的實驗情境，觀察消費者在不同情境下對善因行銷廣告展現的購買意圖與對品牌的態度。
研究結果指出，整體而言傾向具女性特質的品牌使用善因行銷時可獲得較佳的廣告效果，但若是將品牌性別特質與兩種情緒訴求同時考量則出現不同結果。當善因行銷廣告中使用溫馨訴求，傾向具女性特質的品牌可獲得較佳的廣告效果，然而在使用罪惡感訴求時，傾向具女性特質的品牌與傾向具男性特質的品牌在廣告效果上則未有顯著差異。此結果顯示情緒訴求與品牌性別特質對善因行銷的廣告效果存在交互作用的影響，同時根據此結果，企業於設計善因行銷廣告方案時，可先考量自身品牌的性別特質再行選擇適當的情緒訴求，以獲得較佳的廣告效果。

Cause-related marketing (CRM), which combines business goals and corporate social responsibility, has recently become a trend in Taiwan as well as in the whole world. Although recent studies have begun to examine potential factors that might affect CRM effectiveness, influences of emotional appeals on CRM remain unexplored. Therefore, based on previous studies relevant to charitable donations, this study compares the effects of guilt appeal and warmth appeal in CRM ads. In addition, brand’s gender traits are also considered to observe how they sway the effectiveness of the emotional appeals.
The present study uses experimental design to investigate the effects of the types of emotional appeals (guilt appeal vs. warmth appeal) and brand’s gender traits (feminine brand vs. masculine brand) on CRM effectiveness. And a 2X2 factorial design is conducted. Four different scenarios are established through fictitious CRM ads, and the ad effects are measured by purchase intention and attitude toward the brand to observe the response under different scenarios.
The results indicate that there is an interaction effect between emotional appeals and brand’s gender traits on CRM effectiveness. The feminine brand is more effective while using CRM. Furthermore, the feminine brand is more effective than the masculine brand while the warmth appeal is used to promote a CRM ad, but such superior effect disappears as it turns to guilt appeal. According to these findings, this study suggests that marketers should consider the “gender” of their brands before choosing an appropriate emotional appeal in the CRM ad to reach their goals.

致謝辭 --------------------------------------------------------- 一
中文摘要 ------------------------------------------------------- 二
英文摘要 ------------------------------------------------------- 三

第一章 緒論 --------------------------------------------------- 1
第一節 前言 ------------------------------------------------- 1
第二節 研究背景 --------------------------------------------- 1
第三節 研究動機 --------------------------------------------- 3
第四節 研究目的與問題 --------------------------------------- 4
第五節 論文架構與研究流程 ----------------------------------- 5

第二章 文獻回顧 ----------------------------------------------- 7
第一節 前言 ------------------------------------------------- 7
第二節 善因行銷概述 ----------------------------------------- 7
一、 善因行銷興起背景 ------------------------------------- 7
二、 善因行銷的定義與國內外實例 --------------------------- 9
三、 善因行銷對企業、非營利組織及消費者的影響 ------------- 11
四、 個人差異對善因行銷的影響 ----------------------------- 14
第三節 情緒訴求效果 ----------------------------------------- 16
一、 廣告訴求定義 ----------------------------------------- 16
二、 情緒訴求在社會行銷的運用 ----------------------------- 17
三、 兩大情緒訴求：罪惡感訴求與溫馨訴求 ------------------- 18
第四節 品牌性別特質效果 ------------------------------------- 26
一、 品牌個性概述 ----------------------------------------- 26
二、 品牌的性別特質 --------------------------------------- 27
三、 品牌性別特質與消費者自我概念一致性的效果 ------------- 28
第五節 小結 ------------------------------------------------- 29

第三章 研究設計與方法 ----------------------------------------- 30
第一節 前言 ------------------------------------------------- 30
第二節 研究架構與假設 --------------------------------------- 30
一、 情緒訴求類型對善因行銷效果的影響 --------------------- 30
二、 品牌的性別特質對善因行銷效果的影響 ------------------- 31
三、 情緒訴求類型與品牌的性別特質的交互作用對善因行銷
效果的影響-------------------------------------------- 32
第三節 前測 ------------------------------------------------- 34
第四節 研究變數的操作型定義與衡量 --------------------------- 36
一、 自變數 ----------------------------------------------- 36
二、 依變數 ----------------------------------------------- 40
三、 個人差異變數 ----------------------------------------- 41
第五節 研究設計 --------------------------------------------- 42
一、 問卷題項設計 ----------------------------------------- 42
二、 抽樣方法 --------------------------------------------- 44
第六節 小結 ------------------------------------------------- 44

第四章 研究結果分析 ------------------------------------------- 45
第一節 前言 ------------------------------------------------- 45
第二節 樣本背景資料 ----------------------------------------- 45
第三節 信度分析 --------------------------------------------- 46
第四節 研究設計之檢驗 --------------------------------------- 46
一、 品牌熟悉度確認 --------------------------------------- 46
二、 品牌性別特質操弄確認 --------------------------------- 46
三、 個人性別特質題組因子分析 ----------------------------- 47
四、 情緒訴求操弄確認 ------------------------------------- 47
五、 潛在共變數檢定 --------------------------------------- 48
第五節 研究假設之檢驗 --------------------------------------- 48
一、 以購買意圖為依變數進行研究假設驗證 ------------------- 51
二、 以對品牌的態度為依變數進行研究假設驗證 --------------- 54
第六節 小結 ------------------------------------------------- 56

第五章 結論與建議 --------------------------------------------- 57
第一節 前言 ------------------------------------------------- 57
第二節 研究結果討論 ----------------------------------------- 57
第三節 研究貢獻 --------------------------------------------- 61
一、 理論貢獻 --------------------------------------------- 61
二、 實務貢獻 --------------------------------------------- 62
第四節 研究限制 --------------------------------------------- 63
一、 以大學生為樣本的便利抽樣 ----------------------------- 63
二、 實驗設計法 ------------------------------------------- 63
三、 單一產品類別 ----------------------------------------- 64
第五節 未來研究建議 ----------------------------------------- 64
一、 品牌性別特質的影響 ----------------------------------- 64
二、 罪惡感程度的影響 ------------------------------------- 65
三、 個人性別特質差異的影響 ------------------------------- 65
四、 其他可能的影響因子 ----------------------------------- 66
第六節 小結 ------------------------------------------------- 66

參考文獻 ------------------------------------------------------ 67

附錄一 前測問卷 ----------------------------------------------- 78
附錄二 正式問卷 ----------------------------------------------- 81

表目錄
頁數
表3.1 前測選用的品牌 ----------------------------------------- 34
表3.2 品牌的性別特質前測結果 --------------------------------- 35
表3.3 各情境廣告之操弄搭配 ----------------------------------- 39
表4.1 樣本人口統計資料表 ------------------------------------- 45
表4.2 個人性別特質題組因子分析結果-Varimax轉軸法主成分分析 --- 47
表4.3 情緒訴求類型與品牌性別特質對善因行銷廣告效果之影響
-多變量檢驗 --------------------------------------------- 49
表4.4 情緒訴求類型與品牌性別特質對善因行銷廣告效果之影響
-受試者效應項檢定 --------------------------------------- 50
表4.5 情緒訴求類型與品牌性別特質交互作用之善因行銷廣告效果
敘述統計------------------------------------------------- 51
表4.6 情緒訴求與品牌性別特質對購買意圖的影響-ANCOVA檢定 ------ 52
表4.7 情緒訴求與品牌性別特質對受訪者對品牌的態度的影響
-ANCOVA檢定 --------------------------------------------- 54
表4.8 研究發現整理 -------------------------------------------- 56

圖目錄
頁數
圖1.1 研究流程圖 ---------------------------------------------- 6
圖3.1 研究架構圖 ---------------------------------------------- 34
圖3.2 實驗情境廣告–罪惡感訴求搭配傾向具有男性特質的品牌Nike -- 37
圖3.3 實驗情境廣告–溫馨訴求搭配傾向具有女性特質的品牌Adidas -- 38
圖4.1 情緒訴求類型與品牌性別特質對購買意圖的影響 -------------- 53
圖4.2 情緒訴求類型與品牌性別特質對對品牌的態度的影響 ---------- 55

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