過去的研究顯示，結帳櫃檯的促銷能吸引消費者的目光誘發衝動性消費，然而現在也有些廠商選擇在入口處做促銷。本研究欲探討慈善產品擺放位置對於消費者購買意願的影響，進一步提出慈善產品擺放位置的效應可能會受到慈善產品捐款幅度與關係規範的影響。本研究採實驗設計方法，並以三個實驗來驗證假設。實驗一首先探討在實體店面中慈善產品捐款幅度的干擾效果，並以一般商品架做為對照組；實驗二以網路商店情境，比較慈善產品出現於結帳購物車和網站首頁之不同。結果顯示出當慈善產品搭配上高捐款幅度時，產品出現在結帳購物車會增強消費者購買和網站首頁相比，但若是慈善產品配上低捐款幅度時則無此差異。實驗三更進一步考慮關係規範的影響，當消費者與企業為交易型關係時，其結果跟實驗一及二相同，在高捐款幅度下，將慈善產品擺放在結帳櫃檯可以使消費者有更高的購買意願；在低捐款幅度下，擺放位置對消費者購買意願則無影響。在共有型關係規範下，慈善產品擺放位置與捐款幅度對消費者購買意願的影響並無差異，本研究發現消費者的質疑感可用來解釋消費的購買意願，研究最後提出實務管理意涵，提供未來行銷人員在選擇慈善產品的擺放位置具體建議。

Past research has shown that the promotion at the checkout counter can attract consumers' attention to induce impulsive consumption. On the other hand, some companies choose to do promotion at the entrance. This research examines how the location of a product with a cause may affect consumers' purchase intention. We further propose donation magnitude and relationship norm as two boundary conditions. Three experiments are conducted to test the proposed hypotheses. Using a physical store as the context, Study 1 shows the moderating effect of donation magnitude with normal merchandise shelf as a baseline group. Using the online store as the test scenario, Study 2 focuses on products with a cause shown on the homepage or in the shopping cart ready for the check-out. The results indicate that when a product with a cause is paired with a high donation magnitude, people exposed on the homepage. Study 3 further considers the effects of relationship norm. When consumers perceive their relationship with the company as exchange-based, the results are consistent with what are found in Studies 1 and 2: a product with a cause shown at the checkout counter leads to higher purchase intention (vs. at the entrance) when the donation magnitude is high. No such differences of product location are found when the donation magnitude is low. When the consumer-company relationship is perceived as communal, either product location or donation magnitudes makes a difference on consumers’ purchase intention. Consumer skepticism is found as the underlying mechanism to explain the phenomena above. We provide managerial implications to marketers regarding how to choose an appropriate location for products with a cause.

目錄
論文審定書 i
致謝 ii
中文摘要 iii
英文摘要 iv
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 研究目的與研究問題 6
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 擺放位置 8
第三節 捐款幅度 12
第四節 關係規範 14
第五節 善因行銷背後的消費者行為機制 17
第六節 小結 18
第參章 研究假設發展 19
第一節 前言 19
第二節 研究假設與架構 19
第三節 實驗設計建立 23
第四節 小結 24
第肆章 實驗一設計與分析 25
第一節 前言 25
第二節 研究變數操作型定義與衡量 25
第三節 研究設計 30
第四節 實驗一結果分析 31
第五節 小結 39
第伍章 實驗二設計與分析 40
第一節 前言 40
第二節 研究變數操作型定義與衡量 40
第三節 研究設計 43
第四節 實驗二結果分析 44
第五節 小結 51
第陸章 實驗三設計與分析 52
第一節 前言 52
第二節 研究變數操作型定義與衡量 52
第三節 研究設計 56
第四節 實驗三結果分析 57
第五節 小結 66
第柒章 結論與建議 67
第一節 前言 67
第二節 研究結果討論 67
第三節 研究貢獻 70
第四節 研究限制 72
第五節 未來研究與建議 74
第六節 小結 76
參考文獻 77
附錄一：實驗一(低捐款幅度x右邊商品架) 87
附錄一：實驗一(低捐款幅度x左邊商品架) 91
附錄一：實驗一(高捐款幅度x右邊商品架) 95
附錄一：實驗一(高捐款幅度x左邊商品架) 99
附錄一：實驗一(低捐款幅度x入口處) 103
附錄一：實驗一(高捐款幅度x入口處) 107
附錄一：實驗一(低捐款幅度x結帳櫃檯) 111
附錄一：實驗一(低捐款幅度x結帳櫃檯) 115
附錄二：實驗二(低捐款幅度x網站首頁) 119
附錄二：實驗二(高捐款幅度x網站首頁) 123
附錄二：實驗二(低捐款幅度x結帳購物車) 127
附錄二：實驗二(高捐款幅度x結帳購物車) 131
附錄三：實驗三(低捐款幅度x交易型關係x入口處) 135
附錄三：實驗三(低捐款幅度x交易型關係x結帳櫃檯) 139
附錄三：實驗三(高捐款幅度x交易型關係x入口處) 143
附錄三：實驗三(高捐款幅度x交易型關係x結帳櫃檯) 147
附錄三：實驗三(低捐款幅度x共有型關係x入口處) 151
附錄三：實驗三(低捐款幅度x共有型關係x結帳櫃檯) 155
附錄三：實驗三(高捐款幅度x共有型關係x入口處) 159
附錄三：實驗三(高捐款幅度x共有型關係x結帳櫃檯) 163



圖次
圖1-1將慈善產品擺放在結帳櫃檯的行銷手法 2
圖1- 2將慈善產品擺放商品架上的行銷手法 2
圖1-3 法國品牌歐舒丹推出高捐款幅度的公益皂 4
圖1-4 韓國品牌Innisfree與伊甸社會基金會合作推出低捐款幅度的DIY紙作因 樂擴音器 4
圖1-5研究流程圖 8
圖3-1 假設二之中介模型 23
圖3-2研究架構圖 25
圖4-1慈善產品擺放位置與捐款幅度對消費者購買意願 38
圖4-2消費者懷疑之中介效果分析模型 40
圖4-3衝動性購買之排除中介效果分析模型 41
圖5-1 慈善產品擺放位置與捐款幅度對消費者購買意願 52
圖5-2 消費者懷疑之中介效果分析模型 54
圖5-3 衝動性購買之排除中介效果分析模型 54
圖6-1 交易型的關係下擺放位置與捐款幅度對消費者購買意願的影響 70
圖6-2 共有型的關係下擺放位置與捐款幅度對消費者購買意願的影響 70
圖6-3 實驗三以目光吸引為中介變數的中介式調節模型 71
圖6-4 實驗三以罪惡感為中介變數的中介式調節模型 72
圖6-5 實驗三以購物計畫為中介變數的中介式調節模型 72




表次
表2-1 結帳櫃檯帶來的正負面效果 12
表2-2 捐款幅度對消費者行為影響 15
表4-1 實驗一八個版本呈現 28
表4-2實驗一樣本人口統計變數資料表 33
表4-3實驗一信度檢測 34
表4-4實驗一慈善產品擺放位置卡方檢定結果 35
表4-5慈善產品擺放位置與捐款幅度對消費者購買意願的影響 37
表4-6 擺放位置與捐款幅度對消費者購買意願之敘述統計 37
表5-1實驗二四個版本呈現 42
表5-2實驗二樣本人口統計變數資料表 46
表5-3 實驗二信度檢測 47
表5-4實驗二慈善產品擺放位置卡方檢定結果 48
表5-5 慈善產品擺放位置與捐款幅度對消費者購買意願的影響 49
表5-6 慈善產品擺放位置與捐款幅度對消費者購買意願之敘述統計 50
表6-1 交易型與共有型之短文內容操弄 54
表6-2 實驗三四個版本呈現 56
表6-3 實驗三樣本人口統計變數資料表 60
表6-4 實驗三信度檢測 61
表6-5實驗三慈善產品擺放位置卡方檢定結果 62
表6-6 慈善產品擺放位置、捐款幅度與關係規範對消費者購買意願的影響 70
表6-7 慈善產品擺放位置、捐款幅度與關係規範對消費者購買意願之敘述統計 71

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