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題名 不同廣告訴求對一般大眾捐款意願的影響
A Study on Effects of Donation Intention Under Different Advertising Appeals
作者 王鈺婷
Wang, Yu-Ting
貢獻者 邱志聖
Chiou, Jyh-Shen
王鈺婷
Wang, Yu-Ting
關鍵詞 非營利組織
廣告訴求
內隱理論
態度
認知
情感
信任
Non-profit organizations
Advertising appeals
Implicit theories
Attitudes
Cognitive
Affective
Trust
日期 2023
上傳時間 6-Jul-2023 16:30:31 (UTC+8)
摘要 非營利組織需透過行銷策略將組織理念傳遞給一般大眾，以吸引民眾進行捐款，讓組織得以持續運作，並在社會上發揮影響力。而廣告為常見的行銷工具，因此本研究針對非營利組織的廣告內容進行探討，並給予不同類型非營利組織撰寫廣告時建議。

本研究將內隱理論包含之成長心態及定型心態運用於非營利組織的廣告中，並針對以提供弱勢族群教育機會的教育型非營利組織及協助心智障礙者得以自立生活的慈善型組織作為研究對象。本研究採用 2 (教育型非營利組織、慈善型非營利組織) × 2（定型心態、成長心態）實驗研究設計，藉此探討不同類型非營利組織，採用不同心態廣告內容，對於一般大眾的捐款意願影響。另外，本研究將捐款意願拆分成認知態度、情感態度、行為態度及信任程度 4 個構面進行分析。

本研究部份假設獲得支持，即在依變數為認知態度及信任程度時，教育型組織採取成長心態廣告，能提升一般大眾的捐款意願，而對於慈善型組織，無論採取何種心態廣告，並不會對一般大眾的捐款意願造成影響。本論文亦在最後以提供東南亞移工教育的非營利組織 One-Forty 作為研究結果案例佐證。
Non-profit organizations need to convey their organizational values to the general public through marketing strategies to attract donations and sustain their operations. Then, they can exert influence in society. Advertising is a common marketing tool. This study focuses on the content of advertisements for non-profit organizations and provides recommendations for writing advertisements for different types of non-profit organizations.

This study applies the concepts of implicit theories, including growth mindset and fixed mindset, to the advertisements of non-profit organizations. The study focuses on educational non-profit organizations that provide educational opportunities for underprivileged groups, and
charity organizations that assist individuals with intellectual disabilities in living independently. This study executes a 2×2 Experimental Design Research to discuss the impact of different types of non-profit organizations and mindset-based advertising content on the donation
intentions of the general public. Also, the study analyzes donation intentions in four dimensions: cognitive attitude, affective attitude, behavioral attitude, and trust.

The hypotheses of the study are partially supported. That is, when the dependent variables are cognitive attitude and trust, educational organizations adopting a growth mindset
advertisement can raise the general public`s donation intention. This study also provides the non-profit organization One-Forty which focuses on Southeast Asia migrant worker education, as a case study to support the research findings.
參考文獻 中文部份

1. 司徒達賢 (1999)。非營利組織的經營管理。台北市：天下文化。
2. 李芳齡 (譯) (2019)。心態致勝：全新成功心理學 (原作者：Dweck, C. S.)。台北市：天下文化。(原著出版於 2006 年)。
3. 邱志聖 (2015)。行銷研究：實務與理論應用(4 版)。台北市：智勝文化
4. 培儷、陸宛蘋 (2002)。台灣非營利部門之現況與組織運作分析。康寧學報，第 4 期，159- 211。
5. 陳凱翔 (2022)。One-Forty Methods 方法論。上網日期：2023 年 5 月 9 日。檢自：https://one-forty.org/tw/methodology
6. 鈕文英 (2010)。美國智能和發展障礙協會 2010 年定義的內容和意涵。國小特殊教育，第 49 期，21-32。
7. 劉承愚 (2002)。非營利組織法律的定位。上網日期：2023 年 4 月 24 日。檢自：http://www.is-law.com/old/OurDocuments/AD0004BE.pdf

英文部份

1. Aaker, D. A., and Norris, D. (1982). Characteristics of TV Commercials Perceived as Informative. Journal of advertising research, 22 (2), 61-70.
2. Ahn, J., and Back, K.J. (2018), Influence of brand relationship on customer attitude toward integrated resort brands: a cognitive, affective, and conative perspective, Journal of Traveling &Tourism Marketing, 35(4), 449-60.
3. Ajzen, I. (2005), Attitudes, Personality and Behaviour (2nd ed.). Maidenhead: McGrawHill Education.
4. Barsalou, L. W. (1992), Cognitive psychology : an overview for cognitive scientists. Hillsdale, N.J.: Lawrence Erlbaum Associates.
5. Bissell, J. (2003). Opening the doors to `cause branding`. Brandweek, 44(39), 30.
6. Blackwell, L. S., Trzesniewski, K. H., and Dweck, C. S. (2007). Implicit theories of intelligence predict achievement across an adolescent transition: A longitudinal study and an intervention. Child Development, 78 (1), 246-263.
7. Braithwaite, D. (1928). The Economic Effects of Advertisement. The Economic Journal, 38(149), 16-37.
8. Bryce, H. J. (2007). The Public`s Trust in Nonprofit Organizations: The Role of Relationship Marketing and Management. California management review, 49(4), 112-131.
9. Chandy, R. K., Tellis, G. J., Maclnnis, D. J., and Thaivanich, P. (2001). What to Say When: Advertising Appeals in Evolving Markets. Journal of marketing research, 38(4), 399-414.
10. Chang, C. (2014). Guilt Regulation: The Relative Effects of Altruistic Versus Egoistic Appeals for Charity Advertising. Journal of advertising, 43(3), 211-227.
11. Chang, C. T., and Lee, Y. K. (2010). Effects of message framing, vividness congruency and statistical framing on responses to charity advertising. International journal of
advertising, 29 (2), 195-220.
12. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-334.
13. Cryder, C. E., Loewenstein, G., and Seltman, H. (2013). Goal gradient in helping behavior.Journal of experimental social psychology, 49(6), 1078-1083.
14. Das, T. K., and Teng, B-S. (1998). Between Trust and Control: Developing Confidence in Partner Cooperation in Alliances. The Academy of Management review, 23(3), 491-512.
15. Drucker, P. F. (1990). Managing the Non-Profit
Organization: Practices and Principles (1st ed.). Harper Collins.
16. Dweck, C. S. (1999), Self-theories: Their role in motivation, personality and development. Philadelphia: Psychology Press.
17. Dweck, C. S. and Leggett, E. L. (1988), A social-cognitive approach to motivation and personality, Psychological Review, 95, 256-73.
18. Dweck, C.S., Chiu, C-y., and Hong, Y-y. (1995). Implicit Theories and Their Role in Judgments and Reactions: A World from Two Perspectives. Psychological Inquiry, 6(4), 267-285.
19. Grau, S. L. (2021). Marketing for Nonprofit
Organizations: Insights and Innovations (2nd ed.). Oxford University Press.
20. Helmig, B., Jegers, M., and Lapsley, I. (2004).
Challenges in Managing Nonprofit Organizations: A Research Overview. International Journal of Voluntary & Nonprofit
Organizations, 15(2), 101-116.
21. Hong, Y. Y., Chiu, C., Dweck, C. S., Lin, D., & Wan, W. (1999). Implicit theories, attributions, and coping: A meaning system approach. Journal of Personality and Social
Psychology, 77 (3), 588-599.
22. Johar, J. S., and Sirgy, M. J. (1982). Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal. Journal of advertising, 20 (3), 23-33.
23. Kotler, P. (1979). Strategies for Introducing Marketing into Nonprofit Organizations. Journal of Marketing, 43(1), 37-44.
24. Kotler, P., and Levy, S. J. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33(1), 10-15.
25. Laskey, H. A., Fox, R. J., and Crask, M. R. (1995). The relationship between advertising message strategy and television commercial effectiveness. Journal of advertising research, 35(2), 31-39.
26. Leandre, R. F., Tara, K. M., and Duane T. W. (2005). The Handbook of Attitudes (1st ed.).London: Routledge.
27. Lim, H. S., Bouchacourt, L., and Brown‐Devlin, N. (2021). Nonprofit organization advertising on social media: The role of personality, advertising appeals, and bandwagon
effects. Journal of consumer behaviour, 20(4), 849-861.
28. Maguire, B. (2018). There Are No Reasons for Affective Attitudes. Oxford University Press, 127(507), 779-805.
29. Murphy, M. C., and Dweck, C. S. (2016). Mindsets shape consumer behavior. Journal of Consumer Psychology, 26(1), 127-136.
30. Nemțeanu, S-M., Dabija, D-C., Gazzola, P., & Vătămănescu E-M. (2022). Social Reporting Impact on Non-Profit Stakeholder Satisfaction and Trust during the COVID-19
Pandemic in an Emerging Market. Sustainability, 14(20), 13153.
31. Okten, C., and Weisbrod, B. A. (2000). Determinants of donations in private nonprofit markets. Journal of public economics, 75(2), 255-272.
32. Padanyi, P., and Gainer, B. (2004). Market Orientation in the Nonprofit Sector: Taking Multiple Constituencies into Consideration. Journal of marketing theory and practice,
12(2), 43-58.
33. Pope, J. A., Isely, E. S., and Asamoa-Tutu, F. (2009). Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study. Journal of nonprofit & public sector
marketing, 21(2), 184-201.
34. Rosenberg, M. J. and Hovland, C. I. (1960), Cognitive, Affective and Behavioral Components of Attitudes. New Haven, CT: Yale University Press.
35. Rothschild, M. L. (1979). Marketing Communications in Nonbusiness Situations or Why It`s So Hard to Sell
Brotherhood like Soap. Journal of Marketing, 43(2), 11-20.
36. Shapiro, B. P. (1973). Marketing for nonprofit organizations. Harvard business review, 51(5), 123-132.
37. Small, D. A., and Verrochi, N. M. (2009). The Face of Need: Facial Emotion Expression on Charity Advertisements. Journal of marketing research, 46 (6), 777-787.
38. Vaughn, R. (1980). How Advertising Works: A Planning Model. Journal of advertisingresearch, 20(5), 27-33.
39. White, K., and Peloza, J. (2009). Self-Benefit versus Other-Benefit Marketing Appeals: Their Effectiveness in Generating Charitable Support. Journal of marketing, 73 (4), 109-124.
40. Wilcock, A., Pun, M., Khanona, J., & Aung, M. (2004). Consumer attitudes, knowledge and behaviour: a review of food safety issues. Trends in Food Science & Technology, 15
(2), 56-66.
描述 碩士
國立政治大學
國際經營與貿易學系
110351020
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110351020
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Chiou, Jyh-Shenen_US
dc.contributor.author (Authors) 王鈺婷zh_TW
dc.contributor.author (Authors) Wang, Yu-Tingen_US
dc.creator (作者) 王鈺婷zh_TW
dc.creator (作者) Wang, Yu-Tingen_US
dc.date (日期) 2023en_US
dc.date.accessioned 6-Jul-2023 16:30:31 (UTC+8)-
dc.date.available 6-Jul-2023 16:30:31 (UTC+8)-
dc.date.issued (上傳時間) 6-Jul-2023 16:30:31 (UTC+8)-
dc.identifier (Other Identifiers) G0110351020en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/145782-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 110351020zh_TW
dc.description.abstract (摘要) 非營利組織需透過行銷策略將組織理念傳遞給一般大眾，以吸引民眾進行捐款，讓組織得以持續運作，並在社會上發揮影響力。而廣告為常見的行銷工具，因此本研究針對非營利組織的廣告內容進行探討，並給予不同類型非營利組織撰寫廣告時建議。

本研究將內隱理論包含之成長心態及定型心態運用於非營利組織的廣告中，並針對以提供弱勢族群教育機會的教育型非營利組織及協助心智障礙者得以自立生活的慈善型組織作為研究對象。本研究採用 2 (教育型非營利組織、慈善型非營利組織) × 2（定型心態、成長心態）實驗研究設計，藉此探討不同類型非營利組織，採用不同心態廣告內容，對於一般大眾的捐款意願影響。另外，本研究將捐款意願拆分成認知態度、情感態度、行為態度及信任程度 4 個構面進行分析。

本研究部份假設獲得支持，即在依變數為認知態度及信任程度時，教育型組織採取成長心態廣告，能提升一般大眾的捐款意願，而對於慈善型組織，無論採取何種心態廣告，並不會對一般大眾的捐款意願造成影響。本論文亦在最後以提供東南亞移工教育的非營利組織 One-Forty 作為研究結果案例佐證。		zh_TW
dc.description.abstract (摘要) Non-profit organizations need to convey their organizational values to the general public through marketing strategies to attract donations and sustain their operations. Then, they can exert influence in society. Advertising is a common marketing tool. This study focuses on the content of advertisements for non-profit organizations and provides recommendations for writing advertisements for different types of non-profit organizations.

This study applies the concepts of implicit theories, including growth mindset and fixed mindset, to the advertisements of non-profit organizations. The study focuses on educational non-profit organizations that provide educational opportunities for underprivileged groups, and
charity organizations that assist individuals with intellectual disabilities in living independently. This study executes a 2×2 Experimental Design Research to discuss the impact of different types of non-profit organizations and mindset-based advertising content on the donation
intentions of the general public. Also, the study analyzes donation intentions in four dimensions: cognitive attitude, affective attitude, behavioral attitude, and trust.

The hypotheses of the study are partially supported. That is, when the dependent variables are cognitive attitude and trust, educational organizations adopting a growth mindset
advertisement can raise the general public`s donation intention. This study also provides the non-profit organization One-Forty which focuses on Southeast Asia migrant worker education, as a case study to support the research findings.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究動機 1
第二節 研究問題 2
第三節 研究目的 3
第四節 研究方法及流程 4
第二章 文獻回顧 6
第一節 非營利組織的行銷活動 6
第二節 廣告訴求 7
第三節 內隱理論 8
第四節 態度 10
第五節 非營利組織的信任問題 11
第六節 研究假設及推論 12
第三章 研究方法 15
第一節 研究架構 15
第二節 研究假設 16
第三節 研究變數 16
第四節 實驗設計 17
第四章 研究結果 26
第一節 信、效度分析 26
第二節 正式問卷結果 27
第五章 結論與案例應用及研究限制 36
第一節 研究結果與討論 36
第二節 行銷意義與案例應用 37
第三節 研究限制及未來建議 39
參考文獻 40
附錄 45
前測問卷1 45
前測問卷2 47
前測問卷3 49
前測問卷4 51
正式問卷1 53
正式問卷2 58
正式問卷3 63
正式問卷4 68		zh_TW
dc.format.extent 3024027 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110351020en_US
dc.subject (關鍵詞) 非營利組織zh_TW
dc.subject (關鍵詞) 廣告訴求zh_TW
dc.subject (關鍵詞) 內隱理論zh_TW
dc.subject (關鍵詞) 態度zh_TW
dc.subject (關鍵詞) 認知zh_TW
dc.subject (關鍵詞) 情感zh_TW
dc.subject (關鍵詞) 信任zh_TW
dc.subject (關鍵詞) Non-profit organizationsen_US
dc.subject (關鍵詞) Advertising appealsen_US
dc.subject (關鍵詞) Implicit theoriesen_US
dc.subject (關鍵詞) Attitudesen_US
dc.subject (關鍵詞) Cognitiveen_US
dc.subject (關鍵詞) Affectiveen_US
dc.subject (關鍵詞) Trusten_US
dc.title (題名) 不同廣告訴求對一般大眾捐款意願的影響zh_TW
dc.title (題名) A Study on Effects of Donation Intention Under Different Advertising Appealsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部份

1. 司徒達賢 (1999)。非營利組織的經營管理。台北市：天下文化。
2. 李芳齡 (譯) (2019)。心態致勝：全新成功心理學 (原作者：Dweck, C. S.)。台北市：天下文化。(原著出版於 2006 年)。
3. 邱志聖 (2015)。行銷研究：實務與理論應用(4 版)。台北市：智勝文化
4. 培儷、陸宛蘋 (2002)。台灣非營利部門之現況與組織運作分析。康寧學報，第 4 期，159- 211。
5. 陳凱翔 (2022)。One-Forty Methods 方法論。上網日期：2023 年 5 月 9 日。檢自：https://one-forty.org/tw/methodology
6. 鈕文英 (2010)。美國智能和發展障礙協會 2010 年定義的內容和意涵。國小特殊教育，第 49 期，21-32。
7. 劉承愚 (2002)。非營利組織法律的定位。上網日期：2023 年 4 月 24 日。檢自：http://www.is-law.com/old/OurDocuments/AD0004BE.pdf

英文部份

1. Aaker, D. A., and Norris, D. (1982). Characteristics of TV Commercials Perceived as Informative. Journal of advertising research, 22 (2), 61-70.
2. Ahn, J., and Back, K.J. (2018), Influence of brand relationship on customer attitude toward integrated resort brands: a cognitive, affective, and conative perspective, Journal of Traveling &Tourism Marketing, 35(4), 449-60.
3. Ajzen, I. (2005), Attitudes, Personality and Behaviour (2nd ed.). Maidenhead: McGrawHill Education.
4. Barsalou, L. W. (1992), Cognitive psychology : an overview for cognitive scientists. Hillsdale, N.J.: Lawrence Erlbaum Associates.
5. Bissell, J. (2003). Opening the doors to `cause branding`. Brandweek, 44(39), 30.
6. Blackwell, L. S., Trzesniewski, K. H., and Dweck, C. S. (2007). Implicit theories of intelligence predict achievement across an adolescent transition: A longitudinal study and an intervention. Child Development, 78 (1), 246-263.
7. Braithwaite, D. (1928). The Economic Effects of Advertisement. The Economic Journal, 38(149), 16-37.
8. Bryce, H. J. (2007). The Public`s Trust in Nonprofit Organizations: The Role of Relationship Marketing and Management. California management review, 49(4), 112-131.
9. Chandy, R. K., Tellis, G. J., Maclnnis, D. J., and Thaivanich, P. (2001). What to Say When: Advertising Appeals in Evolving Markets. Journal of marketing research, 38(4), 399-414.
10. Chang, C. (2014). Guilt Regulation: The Relative Effects of Altruistic Versus Egoistic Appeals for Charity Advertising. Journal of advertising, 43(3), 211-227.
11. Chang, C. T., and Lee, Y. K. (2010). Effects of message framing, vividness congruency and statistical framing on responses to charity advertising. International journal of
advertising, 29 (2), 195-220.
12. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-334.
13. Cryder, C. E., Loewenstein, G., and Seltman, H. (2013). Goal gradient in helping behavior.Journal of experimental social psychology, 49(6), 1078-1083.
14. Das, T. K., and Teng, B-S. (1998). Between Trust and Control: Developing Confidence in Partner Cooperation in Alliances. The Academy of Management review, 23(3), 491-512.
15. Drucker, P. F. (1990). Managing the Non-Profit
Organization: Practices and Principles (1st ed.). Harper Collins.
16. Dweck, C. S. (1999), Self-theories: Their role in motivation, personality and development. Philadelphia: Psychology Press.
17. Dweck, C. S. and Leggett, E. L. (1988), A social-cognitive approach to motivation and personality, Psychological Review, 95, 256-73.
18. Dweck, C.S., Chiu, C-y., and Hong, Y-y. (1995). Implicit Theories and Their Role in Judgments and Reactions: A World from Two Perspectives. Psychological Inquiry, 6(4), 267-285.
19. Grau, S. L. (2021). Marketing for Nonprofit
Organizations: Insights and Innovations (2nd ed.). Oxford University Press.
20. Helmig, B., Jegers, M., and Lapsley, I. (2004).
Challenges in Managing Nonprofit Organizations: A Research Overview. International Journal of Voluntary & Nonprofit
Organizations, 15(2), 101-116.
21. Hong, Y. Y., Chiu, C., Dweck, C. S., Lin, D., & Wan, W. (1999). Implicit theories, attributions, and coping: A meaning system approach. Journal of Personality and Social
Psychology, 77 (3), 588-599.
22. Johar, J. S., and Sirgy, M. J. (1982). Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal. Journal of advertising, 20 (3), 23-33.
23. Kotler, P. (1979). Strategies for Introducing Marketing into Nonprofit Organizations. Journal of Marketing, 43(1), 37-44.
24. Kotler, P., and Levy, S. J. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33(1), 10-15.
25. Laskey, H. A., Fox, R. J., and Crask, M. R. (1995). The relationship between advertising message strategy and television commercial effectiveness. Journal of advertising research, 35(2), 31-39.
26. Leandre, R. F., Tara, K. M., and Duane T. W. (2005). The Handbook of Attitudes (1st ed.).London: Routledge.
27. Lim, H. S., Bouchacourt, L., and Brown‐Devlin, N. (2021). Nonprofit organization advertising on social media: The role of personality, advertising appeals, and bandwagon
effects. Journal of consumer behaviour, 20(4), 849-861.
28. Maguire, B. (2018). There Are No Reasons for Affective Attitudes. Oxford University Press, 127(507), 779-805.
29. Murphy, M. C., and Dweck, C. S. (2016). Mindsets shape consumer behavior. Journal of Consumer Psychology, 26(1), 127-136.
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Pandemic in an Emerging Market. Sustainability, 14(20), 13153.
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