近年來社會企業責任越來越被重視，善因行銷就是其中一種實踐社會企業責任的方式。善因行銷使用的方式可包含買一捐錢、買一捐產品等手法，然而卻鮮少研究完整比較常見的三種框架─買一捐絕對數值 vs. 百分比數值vs.　產品對於消費者的影響和作用機制為何。此外，人們也常會受到視覺而影響感知，其中「廣告色彩」就是一個實務上常見的操弄方式，然而過往在善因行銷領域中也缺乏檢視廣告色彩可能的意涵，因此本研究欲探討捐贈框架對於消費者購買意願的影響，了解感知幫助性的中介角色，並結合解釋水平理論，探討廣告色彩如何干擾捐贈框架對於消費者感知幫助性、購買意願的影響。
本研究透過兩項實驗來證實三個假說，實驗一採用3（捐贈框架：百分比捐贈 vs. 絕對數值捐贈 vs. 產品捐贈）X2（廣告色彩：黑白vs. 彩色）的組間設計，實驗二則為增加概化性，選擇相對高價的產品重複施測。研究結果顯示，在低價的善因產品情況下，買一捐百分比數值的感知幫助性、購買意願最高；買一捐絕對數值次之；買一捐產品最低，而在相對高價的情況下，三種框架的主效果無異。若考量色彩的干擾，當廣告色彩為「彩色」時，對低價產品來說，買一捐百分比數值的效果與買一捐絕對數值相似，兩者均優於買一捐產品；對於高價產品來說，買一捐產品優於買一捐百分比數值和絕對數值。當廣告色彩為「黑白」時，無論產品高、低價，買一捐百分比數值和絕對數值的效果都優於買一捐產品。
本研究深入解析三種常見善因行銷捐贈框架的效果，透過完整的比較及理論解釋，助於了解善因行銷的作用機制，此外，本研究也加入善因廣告色彩呈現來洞悉消費者行為背後的影響因素。結果提供企業、廣告商和行銷人員在使用善因行銷上的建議，提醒業者使用不同捐贈框架對於消費者知覺的影響，並且需要依據不同色彩類型來設計廣告，達到效益最大化的效果。此外，對於消費者來說，也可以透過本研究提醒其對於企業捐贈型式的警惕與注意。

In recent years, there has been an increasing emphasis on corporate social responsibility (CSR), and cause-related marketing (CRM) is one of the ways to practice CSR. A company can support a cause by donating a portion of the proceeds from product sales (i.e., monetary giving) or simply by donating products (i.e., in-kind donation). However, few studies have compared the effects of the three common donation frames (percentage monetary donation vs. specific monetary donation vs. in-kind donation) on consumers’ responses and correspondingly internal mechanisms. In addition, visual stimuli often affect people’s perceptions, and “color” is a common manipulation in advertising practice. However, in the past, there has been a lack of examining the possible implications of advertising color in the field of CSR. Therefore, this study aims to investigate the impact of donation frames on consumers’ purchase intentions and understand the mediating role of perceived helpfulness. Combining the construal level theory, this study also examines how advertising color moderates the donation frame effect on consumers’ perceived helpfulness and purchase intentions.
This research conducted two experiments to test 3 hypotheses. Experiment 1 was a 3 (donation frame: percentage monetary donation vs. specific monetary donation vs. in-kind donation) x 2 (advertising color: black and white vs. color) between-subjects design. Using a relatively high-priced product, Experiment 2 aimed to replicate the results of Experiment 1 to increase the generalizability. The results show that for low-priced cause-marketing products, the percentage monetary donation frame generated the highest perceived helpfulness and purchase intention, followed by the specific monetary donation frame, and the evaluation of the in-kind donation frame was the worst. For relatively high-priced cause-marketing products, there was no difference in perceived helpfulness and purchase intention of the three frames. When the advertisement color was “color,” the effect of the percentage monetary donation frame was similar to that of the specific monetary donation frame, and both were better than that of the in-kind donation frame for low-priced products. For high-priced products, the in-kind donation frame resulted in better effects than the percentage monetary donation and specific monetary donation frames. When the advertisement color was “black and white,” the percentage monetary donation and specific monetary donation frames led to better effects than the in-kind donation frame for high- and low-priced products.
This study provides an in-depth analysis of the effects of the three common CRM donation frames. Through comprehensive comparison and theoretical explanation, this study helps to understand the functional mechanism of CRM. In addition, this study incorporates the color presentation of CRM advertising to gain insight into the influencing factors behind consumer behavior. The results provide advice to companies, advertisers, and marketers on the use of CRM, reminding them of the impact of different donation frames on consumer perceptions and the need to design donation frames depending on advertising color to achieve better effects. For consumers, this study can remind them to be vigilant and pay attention to the types of company donations.

論文審定書i
誌謝ii
摘要iii
Abstract iv
目錄vi
圖目錄viii
表目錄ix
第壹章緒論1
第一節 研究背景1
第二節 研究動機5
第三節 研究問題9
第四節 研究目的9
第五節 研究範圍10
第貳章文獻回顧11
第一節 善因行銷11
第二節 捐贈框架18
第三節 廣告色彩(colour/color)26
第四節 解釋水平理論36
第參章研究架構與假說推論51
第一節 研究架構51
第二節 假說推論51
第肆章研究方法59
第一節 實驗概述59
第二節 樣本與實驗設計59
第三節 實驗前測60
第伍章實驗一79
第一節 樣本與實驗設計79
第二節 實驗刺激與程序79
第三節 變數衡量80
第四節 分析結果83
第陸章實驗二108
第一節 樣本與實驗設計108
第二節 實驗刺激與程序108
第三節 變數衡量110
第四節 分析結果110
第五節 實驗一、二比較131
第柒章結論與建議134
第一節、研究發現134
第二節、研究意涵141
第三節、研究限制與未來研究方向149
第四節、結語152
第捌章參考文獻153
第玖章附錄180
附錄一：前測一品牌調查問卷180
附錄二：前測二產品調查問卷182
附錄三：前測三慈善議題調查 (共有兩個版本問卷)185
附錄四：前測四產品與慈善議題調查 (共有兩個版本問卷)188
附錄五：預試一慈善廣告看法調查 (共有三個版本問卷)194
附錄六：實驗一慈善廣告調查197
附錄七、實驗二慈善廣告調查203

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