本研究欲探討誘發疾病線索對後續消費者慈善行為的影響，人們會因為疾病線索而產生對疾病的脆弱感，看待身邊事物更容易激發同理心，進而產生慈善行為，也探討了消費者在疾病線索以及非疾病線索誘發出的悲傷情緒及恐懼感對慈善行為產生的效果。本研究使用實驗設計法，分別透過三個實驗進行假設驗證，實驗一檢驗有無誘發疾病線索對慈善行為的影響，以及其影響此效果的背後機制，實驗二則探討疾病線索與非疾病線索引起的悲傷情緒對於慈善行為的影響，分別透過傳染病疾病線索、非傳染病疾病線索、非疾病線索引起之愉悅情緒及悲傷情緒來檢視其效果，最後實驗三則是探討由疾病線索和非疾病線索引起的恐懼感是否會影響消費者的慈善行為。

根據實驗結果顯示，相較於無誘發疾病線索，誘發疾病線索的情境下，消費者更有可能從事慈善行為，而疾病所引起的疾病脆弱感進而產生同理心，此為該行為的背後機制。本研究也發現不論是由疾病線索引起的悲傷情緒還是非疾病線索引起的悲傷情緒，對於慈善行為並無影響，但相較於由非疾病線索引起的恐懼感，疾病線索引起的恐懼感會引起消費者的疾病脆弱感及同理心，進而提高慈善行為。本研究最後也提出相關的實務意涵，提供行銷人員更多指引，提高消費者的慈善行為。

This study intends to explore the influence of disease cues on consumer charitable behavior. The study further explores how to affect charitable behavior under source of sadness and fear. Three experiments are conducted. Study 1 examines the influence of disease cues on charitable behavior, and further tests perceived vulnerability to disease and empathy as the underlying mechanisms. Study 2 explores the effect of sadness comes from disease cues or non-disease cues situations on charitable behavior. The effects of contagious disease cues, non-contagious disease cues, non-disease cues evoking happiness and non-disease cues evoking sadness are examined respectively. Study 3 investigates whether different sources of fear would influence consumer charitable behavior.
The results indicate that consumer with disease cues show higher charitable behavior intention than consumer with non-disease cues. Perceived vulnerability to disease and empathy are the underlying mechanisms behind charitable behavior. The result also shows that sadness from disease cues or non-disease cues make no difference on charitable behavior. The result demonstrates that fear evoked by disease cues makes consumers feel more vulnerable and more empathetic, increasing their charitable behavior (vs. fear evoked by non-disease cues). The research provides managerial implications for marketers to promote consumer charitable behavior.

論文審定書 i
致謝 ii
摘要 iii
Abstract 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 4
第五節 研究架構與研究流程 5
第貳章 文獻探討 7
第一節 前言 7
第二節 疾病線索對消費者行為之影響 7
第三節 慈善行為 13
第四節 疾病脆弱感 22
第五節 同理心 23
第六節 恐懼感 29
第七節 小結 32
第參章 研究設計與方法 33
第一節 前言 33
第二節 研究假設與架構 33
第三節 實驗設計建立 37
第四節 小結 37
第肆章 實驗一設計與分析 39
第一節 前言 39
第二節 研究變數操作型定義及衡量 39
第三節 研究流程與問卷設計 44
第四節 實驗一結果分析 45
第五節 小結 55
第伍章 實驗二設計與分析 56
第一節 前言 56
第二節 研究變數操作型定義及衡量 56
第三節 研究流程與問卷設計 59
第四節 實驗二結果分析 59
第五節 小結 68
第陸章 實驗三設計與分析 69
第一節 前言 69
第二節 研究變數操作型定義及衡量 69
第三節 研究流程與問卷設計 72
第四節 實驗三結果分析 72
第五節 小結 79
第柒章 結論與建議 80
第一節 前言 80
第二節 研究結果討論 80
第三節 研究貢獻 82
第四節 研究限制 85
第五節 未來研究與建議 86
第六節 小結 88
參考文獻 89
附錄一：實驗一問卷1 (疾病線索) 107
附錄一：實驗一問卷2 (非疾病線索) 111
附錄二：實驗二問卷1 (傳染病疾病線索誘發的悲傷情緒) 115
附錄二：實驗二問卷2 (非傳染病疾病線索誘發的悲傷情緒) 118
附錄二：實驗二問卷3 (非疾病線索誘發的愉悅情緒) 121
附錄二：實驗二問卷4 (非疾病線索誘發的悲傷情緒) 124
附錄三：實驗三問卷1 (疾病線索誘發的恐懼感) 127
附錄三：實驗三問卷2 (非疾病線索誘發的恐懼感) 131
附錄三：實驗三問卷3 (控制組) 135

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