近年來，流浪動物數量不斷增加，公立收容所負荷已飽和，使得動物保護團體的角色更重要。作為非營利組織，動物保護團體仰賴民眾捐款支持運作，因此使用廣告行銷成為吸引關注並獲得捐款的方式。如何使用敘事框架影響民眾觀點一直是研究的核心研究議題。此外本研究進一步探討馬基維利主義對廣告態度的干擾調節效果。馬基維利主義定義為利己的功利主義型人格，如何影響此類人格使其願意接受廣告資訊也是本研究的目的。
本研究設計一個虛擬動物保護團體組織，以該團體名義透過網路隨機發放增益和減損敘事框架的問卷，回收兩份問卷各213份，總計426份問卷樣本。研究中使用的統計方法包括敘述性統計、信度分析、獨立樣本t檢定和相關分析，最後使用SPSS的PROCESS軟體中的Model 4進行中介效果檢測、Model 1進行干擾效果檢測和Model 7針對四個假說進行調節分析。
研究結果顯示，在動物保護團體的募款廣告中，增益敘事框架能提升受眾廣告態度，比減損敘事框架更為有效；廣告態度對捐款意願具有正向影響，且在敘事框架影響捐款意願方面扮演著中介的角色；馬基維利主義者雖然是功利主義態度，但仍會受到敘事框架的影響，廣告態度同樣呈現正向影響。
因此根據研究結果，未來動物保護團體在設計募款廣告時，可採用增益敘事框架提升受眾廣告態度，進而促使他們更願意捐款，如此一來即使是馬基維利主義者也會透過敘事框架的方式影響他們對廣告的態度和觀點，讓動物保護團體更有效地引起民眾關注和支持，以提供更多流浪動物更好的動物保護服務。

In recent years, the increasing number of stray animals has overwhelmed public shelters, highlighting the crucial role of animal welfare organizations. As nonprofit entities, these organizations heavily rely on public donations, making effective advertising essential to attract attention and secure financial support. The impact of narrative framing on public perspectives has been a central research focus in this field. This study further explores the moderating effect of Machiavellianism on advertising attitudes—examining how this self-centered personality trait influences individuals' acceptance of advertising information.
Using a virtual animal protection organization, questionnaires presenting gain-framed and loss-framed narratives were distributed, yielding 426 responses. Statistical analyses including descriptive statistics, reliability analysis, independent samples t-tests, and correlation analysis were conducted. The PROCESS software in SPSS was employed to examine mediation effects (Model 4), moderation effects (Model 1), and moderation analyses (Model 7) for the hypotheses.
The findings reveal that gain-framed narratives in fundraising advertisements for animal protection organizations are more effective in enhancing audience advertising attitudes compared to loss-framed narratives. Advertising attitudes positively influence donation intentions and act as a mediator between narrative framing and donation intentions. Furthermore, even Machiavellian individuals, despite their utilitarian attitudes, are susceptible to the influence of narrative framing and exhibit more positive advertising attitudes.
Based on these findings, future animal protection organizations can utilize gain-framed narratives in designing fundraising advertisements to enhance audience advertising attitudes and increase donation willingness. This approach proves effective in shaping the attitudes and perspectives of even Machiavellian individuals towards advertisements through narrative framing. Consequently, it facilitates generating greater public awareness and support for animal welfare services, benefitting stray animals.

論文審定書 i
誌 謝 ii
中文摘要 iii
Abstract iv
目 錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻探討 5
第一節 變數之文獻回顧 5
第二節 假說推導 21
第三章 研究方法與研究設計 25
第一節 研究架構 25
第二節 研究假說彙整 26
第三節 操作型定義與衡量方式 27
第四節 問卷設計 33
第五節 資料蒐集方法 34
第六節 資料分析方法 34
第四章 實證研究與結果分析 35
第一節 敘述性統計分析 35
第二節 信度分析 40
第三節 獨立樣本t檢定 40
第四節 相關分析 41
第五節 假設檢定 41
第六節 小結 45
第五章 結論與建議 47
第一節 研究結果討論 47
第二節 管理意涵與建議 50
第三節 研究限制與未來研究方向 51
參考文獻 53
附錄一　正式問卷(減損框架) 66
附錄二　正式問卷(增益框架) 70

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