公益廣告為了吸引潛在捐贈者的目光，經常將「手」代表捐贈者與受贈者，設計於廣告圖中，表達幫助意涵。雖然手的公益廣告普遍存在，但是相關研究仍欠缺。基於概念隱喻理論，過去學者已發現上下相對位置與人的認知感受有很大的關聯性，在公益廣告的應用上，上下相對位置透過捐贈者和受贈者的手呈現，其相對的認知感受推測亦能影響廣告效果。因此，本研究以此為基礎發展假說，探討捐贈者手與受贈者手的上下相對位置，並討論手勢和個人的權力距離信念的干擾效果，進一步檢查感知責任感作為背後中介機制的影響。

本研究以實驗設計法進行，操弄手的上下相對位置(捐贈者手在受贈者手的下方 vs. 捐贈者手在受贈者手的上方)、手勢(抓姿 vs. 握姿)與權力距離信念(低 vs. 高)三個自變數，透過三個實驗，以捐款金額、服務時數、廣告態度與參與意願四個不同的依變數，探討自變數對廣告效果產生的交互作用及其背後中介機制。三個實驗分別以常見的公益廣告議題包含獨居失依老人、流浪狗、受虐孩童，作為廣告主題進行討論。

研究結果發現，在公益廣告中，對低權力距離信念的人而言，當手為抓姿時，捐贈者手在受贈者手的上方會比捐贈者手在受贈者手的下方產生較高的廣告效果；無論是低或高權力距離信念的人，當手為握姿時，捐贈者手在受贈者手的下方會比捐贈者手在受贈者手的上方產生較高的廣告效果；對高權力距離信念的人而言，當手為抓姿時，捐贈者手在受贈者手的上或下相對位置，無顯著廣告效果；研究結果確認感知責任感為背後的中介機制。

Maketers use hand images of donor and donee in charity advertising to domostrate the helping behavior and catch potential donors’ attention. Despite of the prevalence of hand images used in advertising, limited research has been conduced. Based on conceptual metaphor theory, researchers have suggested that the up-down position is influential in consumer perceptions. In the context of charity advertising, we expect that the up-down position of a donor’s hand and a donee’s hand may impact the charity advertising effectiveness. Besides, we propose hand gesture and donor’s individual differences in power distance belief (PDB) as two boundary conditions. We further find perceived responsibility as the underlying mechanism behind consumer perceptions.

This research uses experimental design to investigate the effects of up-down position of a donor’s hand and a donee’s hand, hand gesture and power distance belief. A 2 (up-down position: a donor’s hand over a donee’s hand vs. a donee’s hand over a donor’s hand) x 2 (hand gesture: catching vs. holding) x 2 (power distance belief: low vs. high) factorial design is conducted. Monetary donations, contributions of time as a volunteer, attitudes toward the ad and willingness to participate in charitable service as the four dependent measures for advertising effectiveness. Three experiments using elder people living alone, homeless dogs and child abuse as charitable issues are conducted.

The results show that when individuals are with low PDB, an ad showing a hand image of catching gesture with a donor’s hand over a donee’s hand is more effective than the same gesture with a donee’s hand over a donor’s hand. An ad using a holding gesture with a donee’s hand over a donor’s hand is more effective than the same gesture with a donor’s hand over a donee’s hand, regardless of individual differences in PDB. For people with high PDB, the effects of up-down position disappear when a catching gesture is used in advertising, Perceived responsibility is the underlying mechanism behind the interaction effects of up-down position of a donor’s hand and a donee’s hand, hand gesture and power distance belief.

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 研究流程 6
第貳章 文獻探討 8
第一節 前言 8
第二節 概念隱喻理論 8
一、概念隱喻理論 8
二、上下位置的概念隱喻 9
三、手的概念隱喻 15
四、手勢的概念隱喻 17
第三節 權力距離信念 19
一、權力距離信念的定義 19
二、權力距離信念對消費者行為的影響 20
第參章 研究設計發展 24
第一節 前言 24
第二節 研究假說與架構 24
一、手的上下相對位置對廣告效果的影響 24
二、手的上下相對位置與手勢對廣告效果的影響 25
三、手的上下相對位置、手勢與權力距離信念對廣告效果的影響 26
四、責任感為捐贈者手-受贈者手的上下相對位置、手勢與權力距離信念之間的交互效果背後的中介機制 29
第三節 三個實驗建立 31
第肆章 實驗一設計與分析 32
第一節 前言 32
第二節 研究變數操作型定義與衡量 32
一、自變數 32
二、依變數：捐款金額、服務時數 34
三、個人差異變數 34
第三節 研究設計 35
一、問卷題項設計 35
二、抽樣方法 35
第四節 結果分析 36
一、樣本背景資料 36
二、研究設計之操弄檢定 38
三、研究假設之檢定 38
第五節 小結 43
第伍章 實驗二設計與分析 44
第一節 前言 44
第二節 研究變數操作型定義與衡量 44
一、自變數 44
二、依變數：廣告態度 46
三、個人差異變數 46
第三節 研究設計 47
一、問卷題項設計 47
二、抽樣方法 48
第四節 結果分析 48
一、樣本背景資料 48
二、信度分析 50
三、研究設計之操弄檢定 50
四、研究假設之檢定 51
第五節 小結 56
第陸章 實驗三設計與分析 57
第一節 前言 57
第二節 研究變數操作型定義與衡量 57
一、自變數 57
二、依變數：參與意願 59
三、中介變數：責任感 60
四、排除可能中介變數：罪惡感、優越感 60
五、個人差異變數 60
第三節 研究設計 61
一、問卷題項設計 61
二、抽樣方法 62
第四節 結果分析 62
一、樣本背景資料 62
二、信度分析 64
三、研究設計之操弄檢定 64
四、研究假設之檢定 65
第五節 小結 72
第柒章 結論與建議 74
第一節 前言 74
第二節 研究結果討論 74
第三節 研究貢獻 77
第四節 研究限制 78
第五節 未來研究與建議 79
第六節 總結 80
參考文獻 81
附錄一：實驗一問卷1 (捐贈者手在受贈者手的下方X左方) 90
附錄一：實驗一問卷2 (捐贈者手在受贈者手的下方X右方) 93
附錄一：實驗一問卷3 (捐贈者手在受贈者手的上方X左方) 96
附錄一：實驗一問卷4 (捐贈者手在受贈者手的上方X右方) 99
附錄二：實驗二問卷1 (捐贈者手在受贈者手的下方X抓姿) 102
附錄二：實驗二問卷2 (捐贈者手在受贈者手的下方X握姿) 105
附錄二：實驗二問卷3 (捐贈者手在受贈者手的上方X抓姿) 108
附錄二：實驗二問卷4 (捐贈者手在受贈者手的上方X握姿) 111
附錄三：實驗三問卷1 (捐贈者手在受贈者手的下方X抓姿X低權力距離信念) 114
附錄三：實驗三問卷2 (捐贈者手在受贈者手的下方X抓姿X高權力距離信念) 118
附錄三：實驗三問卷3 (捐贈者手在受贈者手的下方X握姿X低權力距離信念) 122
附錄三：實驗三問卷4 (捐贈者手在受贈者手的下方X握姿X高權力距離信念) 126
附錄三：實驗三問卷5 (捐贈者手在受贈者手的上方X抓姿X低權力距離信念) 130
附錄三：實驗三問卷6 (捐贈者手在受贈者手的上方X抓姿X高權力距離信念) 134
附錄三：實驗三問卷7 (捐贈者手在受贈者手的上方X握姿X低權力距離信念) 138
附錄三：實驗三問卷8 (捐贈者手在受贈者手的上方X握姿X高權力距離信念) 142

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