善因行銷為企業透過消費者每一筆消費，捐出固定比率與特殊社會議題或是非營利組織的行銷活動，隨著善因行銷廣告越來越普及，消費者反而對善因行銷的廣告產生廣告懷疑，進一步質疑企業進行慈善的動機。善因行銷的產品善因適配度變成為消費者判斷企業動機的依據，然而產品善因適配度受到企業本身產業或是產品特性影響，又或是消費者不同產品善因適配性的判斷因素，而無法只討論產品善因適配度高的運用。本研究試圖討論何時產品善因適配性的重要性會被其他善因行銷的元素所降低。
本研究以實驗設計法進行，討論產品善因適配度(高v.s.低)、平面廣告視覺主題(以產品為主v.s.以善因為主)與消費者自我究責上的差異(高v.s.低)三項自變數。以2x2x2三因子設計，以回憶法誘發操弄受訪者自我究責上的不同，再透過產品與善因適配度和視覺主題搭配，設計四款平面廣告，並建立八種不同實驗情境，觀察消費者在不同情境之下對善因廣告的廣告懷疑、品牌態度、購買意願的影響。
研究結果指出在產品善因適配度、視覺主題、自我究責三者具有交互影響的效果。消費者自我究責低，當視覺主題為善因時，產品善因適配度高對善因行銷廣告效果有顯著影響影響；但視覺主題為產品時，產品善因適配度高對善因行銷廣告效果則沒有顯著影響。消費者自我究責高，當視覺主題為產品時，產品善因適配度高對善因行銷廣告效果有顯著影響；但視覺主題為善因時，產品善因適配度對善因行銷廣告效果則沒有顯著影響。

Cause-related marketing (CRM) is a marketing activity that a company donates a specific amount of money to a cause or to a non-profit organization through every purchase a customer made. Although CRM has become a popular marketing strategy for companies all over the world, consumers become skeptical about the inferred motives of the companies. Product-Cause fit is an important heuristic cue for consumers to determine whether the company is altruistic or not. In this research, advertising execution style and consumer individual differences in self-accountability are proposed as two moderators of product-cause fit in advertising effectiveness of CRM.
Based on 2x2x2 factorial design, this research examines whether the impacts of product-cause fit (high v.s. low) and execution style (product-oriented v.s. cause-oriented) in adverting interact with consumer individual differences in self-accountability (high v.s. low). Product-cause fit and execution style were manipulated in ad materials while self-accountability was manipulated by a priming task. Advertising skepticism, attitudes toward the brand and purchase intention served as dependent measures for advertising effectiveness.
The results indicate a three-way interaction among cause-product fit, execution style, and self-accountability on advertising effectiveness. For individual with low self-accountability, influences of high product-cause fit are significant, when being exposed to a cause-focused ad, but not significant when being exposed to a product-oriented ad. Opposite results are found with the individuals with high self-accountability.

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 3
第四節 研究目的與問題 5
第五節 研究架構與研究流程 6
第貳章 文獻探討 8
第一節 前言 8
第二節 善因行銷 8
第三節 產品善因適配度 10
第四節 廣告視覺主題 14
第五節 自我究責 15
第六節 小結 17
第參章 研究設計與方法 18
第一節 前言 18
第二節 研究假設與架構 18
第三節 前測 23
第四節 變數的操作型定義與衡量 26
第五節 研究設計 30
第六節 問卷設計 30
第七節 小結 31
第肆章 研究結果分析 32
第一節 前言 32
第二節 樣本背景分析 32
第三節 量表檢測 33
第四節 實驗設計之檢驗 34
第六節 受訪者對於實驗廣告的回應 46
第七節 小結 48
第五章 結論與建議 49
第一節 前言 49
第二節 研究結果討論 49
第三節 研究貢獻 51
第四節 研究限制 54
第五節 未來建議 54
第六小節 小結 56
參考文獻 57
附錄一: 前測問卷(低自我究責操弄) 66
附錄二: 前測問卷(高自我究責操弄) 69
附錄三: 正式問卷(低自我究責操弄) 72
附錄四: 正式問卷(高自我究責操弄) 76

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