善因行銷是企業通過與非營利組織合作,當消費者購買善因產品時,便將一
部分金額捐給非營利組織;然而,隨著善因行銷的普及化,善因行銷廣告對消費
者所產生的廣告效果也更形重要,本研究提出在善因行銷廣告中,產品與善因在
廣告中擺放的左右位置會影響廣告效果。
本研究進行四個實驗。實驗一和二檢視產品類型來的干擾效果,進行 2(善因/
產品圖片左右相對位置:善因置於產品左邊 vs. 善因置於產品右邊)x2(產品類型:
享樂品對實用品)二因子設計,產品態度和購買意願為依變數,探討消費者在不同
情境下對善因廣告的態度和購買意願,中介變數為處理流暢性,排除感知影響、
同情心與罪惡感為可能的中介變數。實驗三和四除了考慮產品類型的干擾效果,
更進一步加上考慮善因圖片的情緒表達可能在廣告效果來的干擾影響。依變數測
量包括品牌態度、購買意圖與願付價格,另外也再次檢測處理流暢性為中介變數。
研究結果顯示,當善因行銷的產品為享樂型(實用型)產品時,產品圖片右-善
因圖片左(產品圖片左-善因圖片右),更能夠增加消費者對廣告的正面評價。除此
之外,當考慮情緒時,使用哭臉(笑臉)表情的善因圖片,會增強享樂型(實用型)產
品在產品圖片右-善因圖片左(產品圖片左-善因圖片右)的廣告效果。本研究也發現
消費者對於特定的組合有著更高的處理流暢性,從而增強對品牌態度和購買意願,本研究最後提出理論與實務貢獻。

Cause-related marketing (CRM) is a charitable activity built between a company and a nonprofit organization. A firm donates money to a cause for every purchase that consumers makes. Advertising has been found to paly an important role in CRM effectiveness. The current research examines how lateral display between the images of product and cause (i.e., place the product and cause in a lef-right position) makes a difference in CRM effectiveness.
Four experiments are conducted in this research. The first two studies focus on the moderating role of product type and use a 2 (lateral display: product left—casue right vs. product right—cause left) x 2 (product type: hedonic vs. utilitarian) between-subjects design. Participants’ attitudes and purchase intention serve as dependent measures. Processing fluency is proposed as the underlying mechanism. Percevied impact, sympathy, and guilt are alternative mediators. The third and fourth studies further examine the emotional expression of a cause image as the other moderator on advertising effectiveness. Processing fluency is also tested as the mediator.
The experiments show that the lateral display of product left—casue right (product right-cause left) position leads to greater advertising effectiveness when the product is perceived as hedonic (utilitarian). The results further show that when emotional expression of a cause image is considered, sad (vs. happy) emotion enhances the effects of product left—casue right (vs. product right-cause left) for the hedonic (vs. utilitarian) product. Processing fluency serves as the mechanism underlying the phenomena above. The current research offers important theorectical and managerial implications.

​
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​4
第四節​研究目的與問題​7
第五節​研究架構​7
第貳章 文獻回顧​9
第一節 前言​9
第二節 善因行銷​9
第三節 左右位置的相關文獻​14
第四節 產品類型​17
第五節 情緒與表情​23
第六節 處理流暢性​25
第七節 小結​26
第參章 研究假設和研究架構​27
第一節 前言​27
第二節 研究假設與架構​27
第三節 小結​32
第肆章 實驗一設計與分析​33
第一節 前言​33
第二節 研究變數的操作型定義與衡量​33
第三節 研究設計​35
第四節 分析結果​37
第五節 小結​41
第伍章 實驗二設計與分析​42
第一節 前言​42
第二節 研究變數的操作型定義與衡量​42
第三節 研究設計​44
第四節 分析結果​45
第五節 小結​60
第陸章 實驗三設計與分析​61
第一節 前言​61
第二節 研究變數的操作型定義與衡量​61
第三節 研究設計​63
第四節 分析結果​65
第五節 小結​71
第柒章 實驗四設計與分析​72
第一節 前言​72
第二節 研究變數的操作型定義與衡量​72
第三節 個人差異變數​75
第四節 研究設計​75
第五節 分析結果​76
第六節 小結​88
第捌章 總結​89
第一節 前言​89
第二節 研究結果討論​89
第三節 研究貢獻​91
第四節 研究限制​93
第五節 未來研究方向​94
第六節 總結​95
參考文獻​96
附錄一 實驗一問卷​115
附錄二 實驗二問卷​131
附錄三 實驗三問卷​139
附錄四 實驗四問卷​187

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