本研究旨在探討關懷弱勢街賣者的Facebook公益貼文如何影響閱聽人的貼文分享意圖。依循Lazarus認知評估理論的架構，以訊息訴求作為公益貼文刺激，並以同理心作為接收貼文刺激後的情緒因應策略。探討正負向之圖像情緒與利他利己之公益訴求對閱聽人同理心的影響程度，進而影響其貼文分享意圖。此外，在閱聽人的利社會行為方面，人際依戀也會影響其情緒因應與助人行為意圖的程度，因此本研究亦探討閱聽人之不同依戀類型(安全型vs.癡迷型vs.疏離型vs.恐懼型)對公益貼文訴求與同理心的干擾效果。
研究分析發現，在幫助弱勢街賣者的Facebook公益貼文中，使用負向圖像，會比正向圖像引發更高的同理心。而使用利他訴求的文案，會比利己訴求引發更高的同理心。在圖像情緒與公益訴求的交互作用方面，不管使用負向還是正向圖像，只要搭配利他訴求的文案，皆能引發閱聽人更高的同理心。加入依戀類型作為干擾後發現，Facebook公益貼文使用正向圖像搭配利他訴求文案，會使安全型依戀之閱聽人產生較高的同理心。而當Facebook公益貼文使用負向圖像搭配利他訴求文案，會使癡迷型與恐懼型依戀之閱聽人產生較高的同理心，但卻會使疏離型依戀之閱聽人產生較低的同理心反應。最後，本研究亦證實同理心與Facebook公益貼文的分享意圖有正相關。

This study is based on Lazarus cognitive appraisal theory. It investigated the impact of imagery emotions (positive vs. negative) and charity appeal (altruistic vs. egocentric) on empathy and sharing intention on Facebook. Besides, this study also explored the moderating effect of different attachment types (secure vs. preoccupied vs. dismissive vs. fearful) between post appeal and empathy.
First, the results showed that using negative imagery in the Facebook charity posts can trigger higher empathy than positive imagery. Next, using altruistic copywriting in the Facebook charity posts can trigger higher empathy than egocentric copywriting. In terms of the interaction of imagery emotions and charity appeal, using altruistic copywriting in the posts can trigger higher empathy, no matter it matches with positive or negative imagery. Moreover, when the audiences belong to secure attachment, they can be triggered higher empathy by watching a charity post with positive imagery and altruistic copywriting. When the audiences belong to preoccupied and fearful attachment, they can be triggered higher empathy by watching a charity post with negative imagery and altruistic copywriting. On the other hand, a post with negative imagery and altruistic copywriting will trigger lowest empathy for the audiences who belong to dismissive attachment. Last but not least, the empathy and sharing intention are positive correlation.

論文審定書 i
摘要 ii
Abstract iii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 5
第三節 研究問題 8
第貳章 文獻探討 9
第一節 弱勢街賣者 9
第二節 Facebook公益貼文 11
第三節 認知評估理論 12
第四節 同理心 14
第五節 圖像情緒 16
第六節 利他與利己公益訴求 18
第七節 依戀類型 20
第八節 貼文分享意圖 21
第參章 研究架構與假說推論 23
第一節 研究架構 23
第二節 假說推論 24
一圖像情緒與同理心 24
二、利他∕利己公益訴求與同理心 26
三、圖像情緒、公益訴求與同理心 28
四、圖像情緒、公益訴求、依戀類型與同理心 30
五、同理心與貼文分享意圖 34
第肆章 研究方法 35
第一節 研究樣本與抽樣 35
第二節 實驗程序 35
第三節 研究方法 36
一、實驗法 36
二、分析方法 37
第四節 實驗刺激與前測 38
一、前測一 38
二、前測二 43
第五節 變項衡量與題項設計 44
一、同理心 44
二、分享意圖 45
三、操弄性檢驗 45
四、依戀類型 46
第伍章 資料分析 48
第一節 前測一「圖像情緒」之分析 48
一、研究樣本分析 48
二、信效度分析 49
三、各圖像間之比較分析 50
第二節 前測二「公益訴求」之分析 52
一、研究樣本分析 52
二、信效度分析 53
三、各文案間之比較分析 54
第三節 預試 55
一、樣本描述 55
二、信效度分析 57
三、實驗刺激調整 58
第四節 正式實驗 59
一、樣本描述 59
二、信效度分析 65
三、操弄性檢驗 66
四、假說驗證 69
第陸章 結論與建議 79
第一節 研究結果 79
第二節 研究貢獻與實務意涵 82
一、理論貢獻 82
二、實務貢獻 84
第三節 研究限制與未來研究方向 85
參考文獻 88
附錄 問卷 104
第一節 前測問卷 104
一、前測一 104
二、前測二 106
第二節 預試問卷 110
第三節 正式問卷 118
圖目錄
圖1-1-1 Facebook粉絲專頁「看見新竹」的弱勢街賣者貼文 3
圖1-1-2 網友林清河於Facebook上發佈弱勢街賣者的貼文 4
圖1-1-3 專門為弱勢街賣者發佈貼文的Facebook粉絲專頁「光線」 4
圖3-1-1 研究架構圖 23
表目錄
表4-4-1 前測一「圖像情緒」之實驗刺激 40
表4-4-2 情緒衡量詞 42
表4-4-3 前測二「公益訴求」之實驗刺激 44
表5-1-1 圖像情緒前測樣本分布情形 48
表5-1-2 正向圖像與負向圖像之變異數分析（ANOVA） 51
表5-1-3 正向圖像2與負向圖像1之單一樣本T檢定 51
表5-2-1 公益訴求前測樣本分布情形 52
表5-2-2 公益訴求之變異數分析（ANOVA） 54
表5-2-3 利他訴求2與利己訴求4之單一樣本T檢定 55
表5-3-1 預試—受測者基本資料之敘述統計分析 56
表5-3-2 預試之信效度統計表 58
表5-4-1 正式實驗—受測者基本資料之敘述統計分析 60
表5-4-2 正式實驗之信效度統計表 66
表5-4-3 圖像情緒之平均值 67
表5-4-4 圖像情緒之操弄性檢定 67
表5-4-5 公益訴求之平均值 68
表5-4-6 公益訴求之操弄性檢定 68
表5-4-7 H1、H2以及H3之單變異數分析 70
表5-4-8 圖像情緒、公益訴求、以及依戀類型對分享意圖的效果 73
表5-4-9 在不同依戀類型下，圖像情緒與公益訴求對分享意圖之各組平均數、標準誤與成對比較 74
表5-4-10 H5之階層回歸分析 76
表5-4-11 假說驗證表 77

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