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系統識別號 U0026-0409201700345400
論文名稱(中文) 情感訴求與產品善因配適度對善因行銷廣告效果之影響
論文名稱(英文) Influences of the Emotional Appeals and product-cause fit on Cause-Related Marketing
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 105
學期 2
出版年 106
研究生(中文) 羅郁倫
研究生(英文) Yu-Lun Lo
電子信箱 yulunlo324@gmail.com
學號 R46041269
學位類別 碩士
語文別 中文
論文頁數 62頁
口試委員 口試委員-葉桂珍
指導教授-黃瀞瑩
口試委員-李憲達
中文關鍵字 善因行銷  產品善因適配度  善因行銷廣告效果  罪惡感訴求  溫馨訴求 
英文關鍵字 Cause-related marketing  Product-Cause fit  guilt appeal  warmth appeal  CRM effectiveness 
學科別分類
中文摘要 結合企業商業目標和社會公益責任的善因行銷在業界形成一股熱潮,被企業大量使用於公益廣告中,學者從不同角度切入研究。本研究從將公益活動廣告經常使用的情感訴求為對象,研究其對善因行銷廣告效果的影響,選擇罪惡感訴求代表負面情緒與溫馨訴求代表正面情緒,並搭配高低產品配適度,操作此兩種變數研究標的,試圖了解消費者在面對不同情感訴求和不同配適度時,觀察其對善因行銷的廣告影響效果。
本研究以實驗設計法操作,討論產品善因適配度(高 v.s. 低)與情感訴求(罪惡感訴求 v.s. 溫馨訴求)兩項自變數,再透過四種不同的實驗情境的善因行銷廣告,探討消費者在不同情境之下對廣告的品牌態度、購買意願和捐款行為態度的影響。本研究樣本發放共計一個星期,起訖於 2017年 8月 20 日與 8月 25 日,於此期間一共發放356份問卷,其中340份為有效樣本。 本研究結果指出,不論是高低適配度的產品善因行銷或不同的情感訴求在廣告效果上則不會有顯著差異,同時依據研究結果顯示情感訴求與產品配適度的廣告效果並無交互作用存在。
因此,當企業設計善因行銷廣告文案時,應先審視自身的產品與善因行銷的配適度是否合適,再根據自身的產品選擇適當的情感訴求與消費者進行溝通,以獲得最佳的廣告效果。

關鍵字:善因行銷、產品善因適配度、罪惡感訴求、溫馨訴求
英文摘要 SUMMARY
Cause-related marketing (CRM), which integrates business goals and corporate social responsibility has recently become a trend in the whole world. It has been largely used in CRM ads. Recent studies gave recognition on its CRM effectiveness and have begun to examine potential factors. This study focuses on the impact of guilt appeal and warmth appeal and product-cause fit in in CRM ads to observe the potential factors that might affect CRM effectiveness.
This study uses experimental design to examine whether the impacts of product-cause fit (high v.s. low) and the types of emotional appeals (guilt appeal vs. warmth appeal) on CRM effectiveness. Based on 2x2 factorial design, this study uses four different scenarios to measure on attitude toward brand and purchase intention.
The results indicate that influences of high product-cause fit are not significant. Moreover, not significant when being exposed to emotional appeals. In addition, there is no interaction between the product-cause fit (high v.s. low) and the types of emotional appeals on CRM effectiveness.
According to these findings, Company should not only think of their product with high or low product-cause fit when they design their CRM ads, company should show their CSR activity intention clearly. And then select an appropriate emotional appeal to gain the biggest impact on CRM effectiveness.
Keywords: Cause-related marketing, Product-Cause fit, guilt appeal, warmth appeal, CRM effectiveness

INTRODUCTION
Cause-related marketing (CRM), which integrates business goals and corporate social responsibility has recently become a trend in the whole world. It has been largely used in CRM ads. Recent studies gave recognition on its CRM effectiveness and have begun to examine potential factors. This study focuses on the impact of guilt appeal and warmth appeal and product-cause fit in in CRM ads to observe the potential factors that might affect CRM effectiveness.
This study uses experimental design to examine whether the impacts of product-cause fit (high v.s. low) and the types of emotional appeals (guilt appeal vs. warmth appeal) on CRM effectiveness. Based on 2x2 factorial design, this study uses four different scenarios to measure on attitude toward brand and purchase intention.
The results indicate that influences of high product-cause fit are not significant. Moreover, not significant when being exposed to emotional appeals. In addition, there is no interaction between the product-cause fit (high v.s. low) and the types of emotional appeals on CRM effectiveness.
According to these findings, Company should not only think of their product with high or low product-cause fit when they design their CRM ads, company should show their CSR activity intention clearly. And then select an appropriate emotional appeal to gain the biggest impact on CRM effectiveness.
This study used 340 samples to do regression analysis to test the influences of the emotional appeals and product-cause fit on cause-related marketing
The results are as below:
1. Product-cause fit cannot influence CRM effectiveness.
2. The types of emotional appeals cannot influence CRM effectiveness.
3. The types of emotional appeals and product-cause fit do not have interaction at CRM effectiveness.

MATERIALS AND METHODS
The questionnaires are randomly collected from internet, including various types of participants, there are 340 samples in total. Operational definition and measures are according to other studies, and use 7-Point Likert Scale to quantify the result of questionnaires. This study use SPSS 22.0 to analyze data, including descriptive statistics analysis, factor analysis, reliability analysis, validity analysis, pearson correlation analysis and regression analysis.
This study uses experimental design to examine whether the impacts of product-cause fit (high v.s. low) and the types of emotional appeals (guilt appeal vs. warmth appeal) on CRM effectiveness. Based on 2x2 factorial design, this study uses four different scenarios to measure on attitude toward brand and purchase intention.

RESULTS AND DISCUSSION
Table 1. Summary of results
Proposition
Result
H1: Product-cause fit can positively influence CRM effectiveness.
Not hold
H2: The types of emotional appeals can positively influence CRM effectiveness.
Not hold
H3: The types of emotional appeals and product-cause fit do not have interaction at CRM effectiveness.
Not hold

CONCLUSION
The main points of this study are as below:
1. The effect of product-cause fit cannot positively influence CRM effectiveness.
This study finds out that product-cause fit cannot influence CRM effectiveness. Whether low or high product-cause fit cannot affect CRM effectiveness, but they can gain consumers’ attention, and consumers can distinguish low or high product-cause fit in ads.
2. The types of emotional appeals cannot positively influence CRM effectiveness.
This study finds out that the types of emotional appeals cannot influence CRM effectiveness. Whether guilt appeal or warmth appeal emotional appeals cannot affect CRM effectiveness, but they can gain consumers’ attention, and consumers can distinguish guilt appeal or warmth appeal emotional appeals in ads.
3. The types of emotional appeals and product-cause fit do not have interaction at CRM effectiveness.
This study finds out that the types of emotional appeals and product-cause fit do not have interaction at CRM effectiveness, so if we combine they together, it would not show any effectiveness in ads.

The limitations of this study are the way of collecting samples, diversity of samples and not include other online review content factors that may affect CRM effectiveness.
The practical implications of this study are to recommend enterprise to put more attention on how to deliver their intention to do good things to consumers so that consumers will take actions to support SCR activity.
論文目次 目錄
第壹章 緒論.............. 1
第一節 前言.............. 1
第二節 研究背景............ 1
第三節 研究目的與問題............ 4
第四節 研究架構............ 5
第貳章 文獻探討............ 6
第一節 善因行銷之背景............ 6
第二節 善因行銷定義與實例.......... 7
第三節 善因行銷帶來的影響.......... 10
第四節 產品善因配適度.......... 12
第五節 兩大情感訴求:罪惡感訴求與溫馨訴求...... 14
第六節 小結.............. 20
第參章 研究設計與方法............ 21
第一節 研究假設與架構 ........... 21
第二節 研究變數的操作型定義與影響........ 25
第三節 研究設計............ 28
第四節 小結.............. 32
第肆章 研究結果分析............ 33
第一節 樣本資料統計........... 33
第二節 因素與信度分析檢定......... 35
第三節 實驗設計操作適當性檢查......... 39
第四節 相關分析............. 40
第五節 各類別變項分析........... 41
第六節 ANOVA分析............ 43
第伍章 結論與建議............ 45
第一節 研究結果討論............ 45
第二節 研究貢獻............ 46
第三節 研究限制與後續研究建議........ 47
參考文獻............... 48
附錄 正式問卷.............. 54
表目錄
表4-1 樣本資料統計圖............33
表4-2 「產品善因配適度」因素信效度分析結果......36
表4-3 「情感訴求」因素信效度分析結果........37
表4-4 「購買意願」因素信效度分析結果........37
表4-5 「品牌態度」因素信效度分析結果........38
表4-6 「捐款行為態度」因素信效度分析果........38
表4-7操作性檢定結果...........39
表4-8 Pearson相關分析表...........40
表4-9 類別變項分析(對產品配適度) .........41
表4-10 類別變項分析(對購買意願) .........41
表4-11 類別變項分析(對情感訴求) .........42
表4-12 類別變項分析(對品牌態度) .........42
表4-13 類別變項分析(對捐款行為) .........42
表4-14 ANOVA相關分析表(對購買意願) ........43
表4-15 ANOVA相關分析表(對品牌態度) ........44
表4-16 類別變項分析(對組織捐款行為態度)........44
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