公益行銷乃企業為善盡社會責任而結合銷售與公益，將銷售產品之部分收入捐贈予公益慈善團體，在達成增進人類福祉為目的之同時，也能進而提高銷售額與企業形象。本研究為探討顧客心理層面感受(包括品牌意識、顧客對慈善捐贈之觀感、顧客參與心態)如何影響公益行銷和消費者購買意願之間的關係。本研究採用問卷調查法，共蒐集208份有效樣本，並採用SPSS迴歸分析探討變數間的直接關係、中介關係和調節關係。研究結果發現，在公益行銷的情境下顧客對慈善捐贈觀感及顧客參與心態皆會對消費者購買意願有正面的影響;另外，顧客的品牌意識對其購買意願也有正面的調節效果。根據研究結果，建議企業在規劃公益行銷之前應多加關注消費者心理層面之感受，進而提升消費者的購買意願。本研究結果可作為企業與相關單位未來實行公益行銷之參考。

Cause-related marketing is a marketing method combining corporate sales and social causes to fulfill corporate social responsibility. Corporations donate a portion of their profits to charities for the purposes of not only enhancing human well-being, but also increasing their sales and corporate image. This study was conducted to explore how consumers’ psychological attributes impact on the relationship between cause-related marketing and purchase intention. In this study, I conducted questionnaire survey to collect 208 valid questionnaires, and analyzed the direct relationships, mediating relationships, and moderating relationships among variables using SPSS regression analysis. The results show that under the situation of cause-related marketing, both consumer perception on charitable giving and consumer participation attitude have positive effect on purchase intention; besides, brand consciousness also has positive moderating effect on purchase intention. Based on my findings, I suggest that corporations should pay higher attention to consumers’ psychological feelings toward causes and therefore, ultimately, consumers’ purchase intention will be increased as well. The findings can be a reference for corporations and units concerned when implementing cause-related marketing in the future.

Thesis Validation Letter i
誌謝 ii
摘要 iii
Abstract iv
Chapter 1: Introduction 1
Chapter 2: Literature Review and Hypotheses 5
2.1 Cause-related marketing (CRM) 5
2.2 Consumers’ perception on charitable giving and participation attitude 9
2.3 Relationship among consumers’ perceptions, participation, and purchase intention in CRM 11
2.4 Brand consciousness in CRM 14
2.5 Research framework 16
Chapter 3: Methodology 17
3.1 Pilot-test 17
3.2 Sampling method and survey procedure 17
3.3 Data analysis 18
Chapter 4: Results 21
4.1 Descriptive statistics 21
4.2 T-test 24
4.3 Validity analysis and model fit statistics 26
4.4 Hypotheses testing 28
Chapter 5: Discussion 33
5.1 Research findings 33
5.2 Implications 36
5.3 Limitations and suggestions for future research 38
Chapter 6: Conclusion 39
References 40
Appendix I: Questionnaire Survey Table (English version) 44
Appendix II: Questionnaire Survey Table (Chinese version) 47

Anderson, E. E., & Amato, H. N. (1974). A mathematical model for simultaneously determining the optimal brand-collection and display-area allocation. Operations Research, 22(1), 13-21.
Andreasen, A. R. (1996). Profits for nonprofits: Find a corporate partner. Harvard business review, 74(6), 47-50.
Apple, Inc. (2019). Out of a culture of giving, a world of difference. Retrieved 24 March, 2019, from https://www.apple.com/uk/newsroom/2019/01/out-of-a-culture-of-giving-a-world-of-difference/
Barone, M. J., Norman, A. T., & Miyazaki, A. D. (2007). Consumer response to retailer use of cause-related marketing: Is more fit better?. Journal of Retailing, 83(4), 437-445.
Batson, C. D., & Powell, A. A. (2003). Altruism and prosocial behavior. Handbook of psychology, 463-484.
Becker-Olsen, K. L., & Hill, R. P. (2006). The impact of sponsor fit on brand equity: The case of nonprofit service providers. Journal of service research, 9(1), 73-83.
Belk, R. W. (1988). Possessions and the extended self. Journal of consumer research, 15(2), 139-168.
Bellenger, D. N., Steinberg, E., & Stanton, W. W. (1976). Congruence of store image and self image-as it relates to store loyalty. Journal of Retailing, 52(1), 17-32.
Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1), 68-84.
Chang, C. T., & Cheng, Z. H. (2015). Tugging on heartstrings: shopping orientation, mindset, and consumer responses to cause-related marketing. Journal of Business Ethics, 127(2), 337-350
Cheng, H. W., Chien, C. L., & Woodburne, P. R. (2017). The impact of cause-related marketing on store switching: An analysis of the chain convenience stores in Taiwan. 交大管理學報, 37(2), 87-126.
DeVellis, R. F. (2003). Scale development: Theory and applications. Sage Publications.
Dittmar, H., Long, K., & Meek, R. (2004). Buying on the Internet: Gender differences in on-line and conventional buying motivations. Sex roles, 50(5-6), 423-444.
Drumwright, M. E. (1996). Company advertising with a social dimension: The role of noneconomic criteria. Journal of marketing, 60(4), 71-87.
EasyCard (2019).你消費、我捐款 - 悠遊卡和頂好共同守護「慢飛天使」. Retrieved 15 March, 2019, from https://www.easycard.com.tw/new?cls=1&id=1508382146
Eikenberry, A. M. (2009). The hidden costs of cause marketing. Stanford Social Innovation Review, 7(3), 51-55.
Feeling 18°C (2019). About 18°C Cultural Foundation. Retrieved 23 November, 2019, from https://www.feeling18c.com/foundation_about.php
Filo, K., Funk, D. C., & O'Brien, D. (2014). An empirical investigation of the role of camaraderie, cause, competency, and participation motives in the development of attachment to a charity sport event. Managing Leisure, 19(4), 245-262.
Foreh, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of consumer psychology, 13(3), 349-356.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
Franke, N., Schreier, M., & Kaiser, U. (2010). The “I designed it myself” effect in mass customization. Management science, 56(1), 125-140.
Galán Ladero, M. M., Galera Casquet, C., Valero Amaro, V., & Barroso Mendez, M. J. (2013). Sustainable, socially responsible business: the cause-related marketing case. A review of the conceptual framework. Journal of Security and Sustainability Issues, 2(4), 35-46.
Grau, S. L., & Folse, J. A. G. (2007). Cause-related marketing (CRM): The influence of donation proximity and message-framing cues on the less-involved consumer. Journal of Advertising, 36(4), 19-33.
Hair, J. F., Anderson R. E., Tatham R. L., Black W. C. (1998). Multivariate Data Analysis, 5. Upper Saddle River, NJ: Pearson Prentice Hall.
Hair, J. F., Black, W. C., Balin, B. j., & Anderson, R. E. (2010). Multivariate data analysis: Maxwell Macmillan International Editions.
Hajjat, M. M. (2003). Effect of cause-related marketing on attitudes and purchase intentions: the moderating role of cause involvement and donation size. Journal of Nonprofit & Public Sector Marketing, 11(1), 93-109.
Harvey, J. W. (1990). Benefit segmentation for fund raisers. Journal of the Academy of Marketing Science, 18(1), 77-86.
Holmes, J. H., & Kilbane, C. J. (1993). Cause-related marketing: Selected effects of price and charitable donations. Journal of Nonprofit & Public Sector Marketing, 1(4), 67-84.
Hou, J., Du, L., & Li, J. (2008). Cause's attributes influencing consumer's purchasing intention: Empirical evidence from China. Asia Pacific Journal of Marketing and Logistics, 20(4), 363-380.
Irwin, R. L., Lachowetz, T., Comwell, T. B., & Clark, J. S. (2003). Cause-related sport sponsorship: An assessment of spectator beliefs, attitudes, and behavioral intentions. Sport Marketing Quarterly, 12(3).
Jones, A., & Posnett, J. (1991). Charitable donations by UK households: evidence from the Family Expenditure Survey. Applied Economics, 23(2), 343-351.
Kim, J. E., & Johnson, K. K. (2013). The impact of moral emotions on cause-related marketing campaigns: A cross-cultural examination. Journal of business ethics, 112(1), 79-90.
Koschate-Fischer, N., Stefan, I. V., & Hoyer, W. D. (2012). Willingness to pay for cause-related marketing: The impact of donation amount and moderating effects. Journal of marketing research, 49(6), 910-927.
Kotler, P (1998). Strategic Marketing for Nonprofit Organization. 5th edition, New Jersey: Prentice Hall.
Kotler, P., and Armstrong, G., (1999), Principles of Marketing, ISBN: 8120314905.
Lafferty, B. A., & Goldsmith, R. E. (2005). Cause–brand alliances: does the cause help the brand or does the brand help the cause?. Journal of business research, 58(4), 423-429.
Leeds, R. (1963). Altruism and the norm of giving. Merrill-Palmer Quarterly of Behavior and Development, 9(3), 229-240.
Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of marketing, 68(4), 16-32.
McWilliam, G., & De Chernatony, L. (1989). Branding terminology–the real debate. Marketing Intelligence & Planning, 7(7/8), 29-32.
Morton, J (1990). The Complex Role of Price Perceptions. Journal of Pricing Management. (1), 61-63.
Nelson, M. R., & Devanathan, N. (2006). Brand placements Bollywood style. Journal of Consumer Behaviour: An International Research Review, 5(3), 211-221.
Nelson, M. R., & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: awareness, liking and perceived effects on self and others. International Journal of consumer studies, 29(6), 515-528.
Piliavin, J. A., & Charng, H. W. (1990). Altruism: A review of recent theory and research. Annual review of sociology, 16(1), 27-65.
Ptacek, J. J., & Salazar, G. (1997). Enlightened self-interest: Selling business on the benefits of cause-related marketing. Nonprofit World, 15, 9-9.
Ross III, J. K., Patterson, L. T., & Stutts, M. A. (1992). Consumer perceptions of organizations that use cause-related marketing. Journal of the Academy of Marketing science, 20(1), 93-97.
Shim, S., & Gehrt, K. C. (1996). Hispanic and native American adolescents: an exploratory study of their approach to shopping. Journal of Retailing, 72(3), 307-324.
SKECHERS. (2017, October 13). 響應乳癌防治月，曾之喬以實際行動力挺. Retrieved 21 March, 2019, from http://www.skechers-twn.com/zh-tw/news/newsInfo/Pink_ribbon_walk/3
Sprotles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision‐making styles. Journal of Consumer Affairs, 20(2), 267-279.
Subrahmanyan, S. (2004). Effects of price premium and product type on the choice of cause-related brands: a Singapore perspective. Journal of Product & Brand Management, 13(2), 116-124.
Thomas, M. L., Mullen, L. G., & Fraedrich, J. (2011). Increased word‐of‐mouth via strategic cause‐related marketing. International Journal of Nonprofit and Voluntary Sector Marketing, 16(1), 36-49.
TOMS. (2019). One-for-One. Retrieved 24 March, 2019, from https://www.toms.com/one-for-one-en/
Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of marketing, 52(3), 58-74.
Ward, S. (1974). Consumer socialization. Journal of consumer research, 1(2), 1-14.
Webb, D. J., Green, C. L., & Brashear, T. G. (2000). Development and validation of scales to measure attitudes influencing monetary donations to charitable organizations. Journal of the academy of marketing science, 28(2), 299-309.
Yang, Pin-Wei (1995). Research of Corporate Philanthropy Behavior. Unpublished Master’s Thesis, National Chengchi University.