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E10351
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讓愛被看見!非營利組織如何透過公益廣告建立品牌形象與提高捐款意願-社會距離、調節焦點與框架效果之整合
Show Your Love! How NPOs Build the Brand Image and Increase the Donation Intense via Public Service Advertisement Design - Integration of Social Distance, Regulatory Focus Theory and Framing Effect
1.林佳燕
1.Chia-yen Lin
1.國立臺南大學行政管理學系(所)
1.Department of Public Administration and Management, National University of Tainan
001,002,003,004
1.國立臺南大學行政管理學系(所)
1.Department of Public Administration and Management, National University of Tainan
002
1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2014-08-01
A.14 計畫執行期間(訖):2015-10-31
2015-02-012015-09-30
A.16 收到日期:2016-02-23
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468


468
001,003,004
C.2 聯絡日期:2016-02-23
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1.國立臺南大學行政管理學系(所)
1.Department of Public Administration and Management, National University of Tainan
1
C.7 資料公開日期:2020-11-01
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1.社會距離
2.調節焦點
3.框架效果
4.公益廣告
5.品牌形象
6.廣告效果
1.Social Distance 
2.Regulatory Focus Theory 
3.Framing Effect 
4.Public Service Advertisement 
5.Brand Image 
6.Advertisement Effect
過去非營利組織的相關研究,對捐款與志願服務行為以討論行為意願與動機間的議題為主,然消費者行為理論指出品牌形象卻是影響消費者動機與行為的關鍵因素之一,也因此倘若能透過適當的公益廣告設計提昇捐款者對非營利組織的品牌形象,就可能進一步提高其捐款意願與行為。本研究嘗試將調節焦點理論與框架效果融入公益廣告內容設計並加入社會距離干擾,用以探討公益廣告對非營利組織品牌形象以及對捐款者捐款意願的影響。 透過實驗設計方式探討:(1)不同調節焦點(促進焦點與預防焦點)、框架效果(獲得框架與損失框架)以及社會距離(捐款對象)干擾對非營利組織品牌建立之影響;(2)透過廣告內容的操弄探討品牌形象對捐款意願的影響,社會距離是否干擾捐款者對非營利事業組織的品牌形象態度與捐款意願。

Most previous research about “donations and volunteer services” focuses on the relationships between motivation and intentions of charity giving behavior. However, consumer behavior researchers have found that brand image will affect the attitude toward advertising, their motivation and buying intentions. Thus, applying this concept of ad stimuli in this area to find if public service advertisement (PSA) design cues can affect NPO’s brand image (BI) and donors’ donation intentions is feasible. This study tries to integrate regulatory focus theory with framing effect into the design of public service advertisement (PSA), and adopt the social distance as a moderator to find how PSA affect the brand image building of NPOs and the donor’s donation intention.   Our research test the relation among PSA, BI and intension under the manipulation of regulatory focus theory, framing effect and social distance via qusai-experiment design.

D.16 完成檢誤日期:2016-09-13
D.17 預定釋出日期:2020-11-03
D.18 初次釋出日期:2020-11-03
D.19_1 最新版釋出日期:2020-11-03
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10.6141/TW-SRDA-E10351-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10351
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