在能夠幫助他人的善因行銷愈來愈普及的情況下,彩妝品利用這樣的行銷策略相對其他品項卻不是那麼常見,因此本研究從化妝品本身的外貌與健康兩大產品訴求探討是否讓消費者對於善因行銷的化妝品有不同的態度、購買意願以及捐款金額。而上述的效果是否又會因為消費者身處於公開或私人情境,進而對上述三個依變數有不同影響。結果表明情境因素在產品訴求到捐款金額關係的調節效果具有顯著性,進一步探討發現當外貌訴求搭配公開情境,以及健康訴求的化妝品不論是搭配公開還是私人情境,都捐得一樣多;而外貌訴求搭配私人情境者捐得最少。這樣的結果對於化妝品業者在善因行銷策略的運用也會在結論探討。
Cause-related marketing, which can help others, is increasingly popular nowadays. However, this marketing strategy is less likely to be used in cosmetics compared to other products. Therefore, this study is to explore the effects of product appeals (appearance and health) on attitudes and purchase intentions toward a cosmetic product using cause-related marketing and donation amount to a charitable organization collaborating with the product. Furthermore, this research also discusses whether these effects are different when consumers are exposed in a public or private condition. The results show that situational factor is a significant moderator of the relationship between product appeals and donation amount. Moreover, participants donate more in the appearance appeal with the public condition and the health appeal with public and private conditions than in the appearance appeal with the private condition. These findings suggest how cosmetics marketers use cause-related marketing strategies in the conclusion.