廣告訴求方式與捐款意願關係之研究 — 以平面廣告為例

台灣社會面臨經濟不景氣、物價膨脹、貧富差距越來越大的情形，位居社會底層需要被幫助的人民愈來愈多，然而在中小型公益團體的募捐也愈來愈吃緊的情形下，因此本研究以探討公益團體運用廣告訴求方式以影響消費者的捐款意願作為研究目的。本研究利用平面廣告構成要素(文字訊息、圖像表情)、廣告訴求方式(理性訴求、感性訴求)、消費者態度反應(認知反應、情感反應)與涉入程度建出消費者捐款意願的架構，以門諾醫院作為平面廣告宣傳的對象，前往全家便利商店的消費者當成實驗對象做現場實驗法，有效問卷共計128 份，以套裝軟體SPSS 作二因子變異數分析及迴歸分析，驗證本研究所提出的各項假說。實證結果顯示，平面廣告構成要素的文字訊息對理性訴求方式有顯著的差異，文字訊息對感性訴求則無顯著差異，而圖像表情對理性及感性訴求均無顯著差異；廣告訴求對態度的認知反應及情感反應均有正向影響關係；態度中認知反應對捐款意願有正向影響關係，情感反應對捐款意願則為不顯著；消費者對捐款的涉入程度對捐款意願亦有正向影響關係。

關鍵字

關鍵字: 平面廣告；訊息文字；圖像表情；廣告訴求；捐款意願

並列摘要

Due to the economic downturn, inflation, and increase of the poverty gap in Taiwan, there are more and more people in need. However, the small-sized, unknown non-profit organizations (NPOs) which locate the lower class, and help people in need are undergoing operating problems. Thus the aim of this study is discussing the charities which utilize advertising appeals to influence customers’ intention of donation. The research framework includes the elements of advertisement (message context and facial expression), advertising appeals (rational appeals and emotional appeals), customers’ attitude (cognitive responses and affective responses) and intention of donation. The object of the advertising is the Mennonite Christian Hospital. The experiment participants are customers who go to the particular retail store. The results from 128 surveys indicate message context evokes different degrees of rational appeals whereas message context has no significant different on emotional appeals. Facial expression has no significant different on both rational and emotional appeals. The advertising appeals are positively related to customers’ cognitive and affective responses. Then the customers’ cognitive responses are positively related to intention of donation whereas customers’ affective responses have no significant IV effect on intention of donation. Finally, the involvement is positively related to intention of donation.