愈尷尬愈樂意捐錢？自我建構對捐款意願之影響：以消費者尷尬之場合與慈善廣告框架為干擾變數

Can Embarrassment Lead to Giving? The Impact of Self-construal on Intentions to Donate as Moderated by the Context of Consumer Embarrassment and Charitable Advertisement Framing

區慧嫻(Wai-Han Au)

指導教授 ： 高登第

國立清華大學/竹師教育學院/教育心理與諮商學系/碩士(2020年)

摘要

本研究旨在以「消費者尷尬場合」以及「慈善廣告框架」做為干擾變數，探討其對於不同「自我建構」的消費者的捐款意願之影響。本研究以心理學實驗法探討消費者自我建構、消費者尷尬場合以及慈善廣告框架之間的交互作用。本研究結果發現：（1）當在公開場合購買尷尬產品後，相依我的消費者會比獨立我的消費者有較高的捐款意願；但當在私人場合購買尷尬產品後，獨立我的的消費者會比相依我的消費者有較高的捐款意願；（2）當慈善廣告為正面框架時，獨立我的的消費者會比相依我的消費者有較高的捐款意願；但當慈善廣告為負面框架時，相依我的消費者會比獨立我的消費者有較高的捐款意願；（3）當在公開場合購買尷尬產品後，無論慈善廣告為正面還是負面框架，相依我跟獨立我的消費者的捐款意願沒有顯著差異；相反的，當在私下場合購買尷尬產品後，而慈善廣告為正面框架時，獨立我的的消費者會比相依我的消費者有較高的捐款意願；但當在私下場合購買尷尬產品後，而慈善廣告為負面框架時，相依我跟獨立我的消費者的捐款意願沒有顯著差異。

關鍵字

消費者尷尬 ； 慈善廣告 ； 框架效應 ； 捐款意願 ； 自我建構

並列摘要

This study examines the moderating roles of the context of consumer embarrassment and charitable advertisement framing in the intentions of individuals with independent or interdependent self-construal to donate. The results revealed that after experiencing consumer embarrassment in the public context, interdependent self-construal individuals are likely to engender higher intentions to donate than independent self-construal individuals; in contrast, under the private consumer embarrassment context, independent self-construal individuals are likely to engender higher intentions to donate than those who are with interdependent self-construal. Moreover, when the charitable advertisement is gain-framed, independent self-construal individuals are likely to engender higher intentions to donate than those who are interdependent self-construal; in contrast, when the charitable advertisement is loss-framed, interdependent self-construal individuals are likely to engender higher intentions to donate than independent self-construal individuals. Furthermore, after experiencing consumer embarrassment in the public context and when the charitable advertisement is gain-framed, independent self-construal individuals are likely to engender no differential intentions to donate over interdependent self-construal individuals; in contrast, after experiencing consumer embarrassment in the public context and when the charitable advertisement is loss-framed, interdependent self-construal individuals are likely to engender higher intentions to donate than independent self-construal individuals. Lastly, after experiencing consumer embarrassment in the private context and when the charitable advertisement is gain-framed, independent self-construal individuals are likely to engender higher intentions to donate than interdependent self-construal individuals; in contrast, after experiencing consumer embarrassment in the private context and when the charitable advertisement is loss-framed, independent self-construal individuals are likely to engender no differential intentions to donate over interdependent self-construal individuals.

並列關鍵字

Consumer ； Embarrassment ； Self-construal ； Framing ； Donation

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