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標題: 捐款距離接近性對善因方案態度的影響
The effects of donation proximity on attitudes toward caused-related campaign
作者: Kuan-Ying, Chen
關鍵字: 捐款距離接近性;對捐款單位認同感;捐款身份接近性;知覺個人角色重要性;善因方案態度;donation proximity;organizational identity;identity congruence;perceived personal role;attitude toward cause-related campaign
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Cause-related marketing is very important to enhance brand image and increase sales. Based on social identity theory, this study considers the interplay effects of the donation proximity, organization identity and identity congruence on perceived personal role and attitudes toward cause-related campaign. Moreover, this study also explores the mediating role of perceived personal role on attitudes toward cause-related campaign in Study 2.
In order to verify the hypotheses, this study conducted two experiments. Study 1 was a 2 (donation proximity: near vs. far) x2 (organizational identity: ingroup vs. ougroup) between-subjects design. Study 2 was a 2(donation proximity: near vs. far) x2 (identity congruence: congruence vs. incongruence) x2(Image valence and message framing: positive vs. negative) between-subjects design. Attitudes toward cause-related campaign was a major dependent variable and Study 2 further measures perceived personal role as an important mediating role.
The results shows that when the identity of donors are dissimilar with people who need help, they will perceive more personal role and reponse more positive attitudes toward local cause-related campaign than international campaign. Moreover, this study also finds that the interplay effects of donation proximity and identity congruency on attitudes toward cause-related marketing will be mediated by perceived personal role. In terms of the practical implications for marketers in cause-related marketing, the current study shows that it is particularly important for marketers to design a right appeals to right target audience. If marketers are aware of the identity of donors, they can communicate right message more precisely and enhance their perceived personal role effectively.

本研究執行兩個實驗來驗證研究目的,實驗一為2(捐款距離接近性近vs.遠)x2(對捐款單位認同感捐款內團體vs.捐款外團體)的受測者間因子實驗;而實驗二為2(捐款距離接近性近vs.遠)x2(捐款身份接近性接近vs.不接近)x2(善因圖片訊息正面 vs.負面)的受測者間因子實驗。依變數皆為對善因方案的態度,而實驗二進一步測試知覺個人角色重要性的中介效果。
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