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

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研究生：	區慧嫻 Au, Wai-Han
論文名稱：	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
指導教授：	高登第 Kao, Teng-Ti
口試委員:	莊世杰 Chuang, Shih-Chieh 駱少康 Lo, Shao-Kang
學位類別：	碩士 Master
系所名稱：	竹師教育學院 - 教育心理與諮商學系 Educational Psychology and Counseling
論文出版年：	2020
畢業學年度：	108
語文別：	英文
論文頁數：	118
中文關鍵詞：	消費者尷尬、慈善廣告、框架效應、捐款意願、自我建構
外文關鍵詞：	Consumer, Embarrassment, Self-construal, Framing, Donation
相關次數：	點閱：2 下載：0
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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。

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.

摘要    iii
Abstract    iv
Acknowledgement    v
Table of Contents    vi
List of Tables    viii
List of Figures    ix
Chapter 1 Introduction    1
Chapter 2 Literature Review    4
2.1 Self-construal (independent vs. interdependent)    4
2.2 Context of consumer embarrassment (public vs. private)    6
2.2.1 Interaction effect of self-construal and the context of consumer embarrassment    10
2.3 Charitable advertisement framing (gain-framed vs. loss-framed)    12
2.3.1 Interaction effect of self-construal and charitable advertisement framing    14
2.3.3 Interaction effect of self-construal, context of consumer embarrassment and charitable advertisement framing    16
Chapter 3 Methodology    23
3.1 Study1    23
3.1.1 Research design and procedure    23
3.1.2 Pretest    24
3.1.3 Measurement of self-construal    24
3.1.4 Manipulation of embarrassing product purchase context    25
3.1.5 Manipulation of charitable advertisement framing    26
3.1.6 Dependent measure    26
3.2 Study 2    27
3.2.1 Research design and procedure    27
3.2.2 Pretest    28
3.2.3 Manipulation of self-construal    28
3.2.4 Manipulation of embarrassing product purchase context    29
3.2.5 Manipulation of charitable advertisement framing    30
3.2.6 Dependent measure    30
3.3 Research framework    31
Chapter 4 Results    32
4.1 Study 1    32
4.1.1 Manipulation check for the context of consumer embarrassment    32
4.1.2 Manipulation check for charitable advertisement framing    33
4.1.3 Hypothesis testing and results    34
4.2 Study 2    42
4.2.1 Manipulation check for self-construal    42
4.2.2 Manipulation check for the context of consumer embarrassment    43
4.2.3 Manipulation check for charitable advertisement framing    45
4.2.4 Hypothesis testing and results    46
4.3 Summary of results    54
Chpater 5 Discussion    56
5.1 General discussion    56
5.2 Theoretical contributions    57
5.3 Practical implications    59
5.4 Limitations & future research    61
Reference    64
Appendix    70
Appendix 1 Independent and Interdependent Self-construal Scale (IISS)    70
Appendix 2 Questionnaire (Study 1 version 1)    71
Appendix 3 Questionnaire (Study 1 version 2)    75
Appendix 4 Questionnaire (Study 1 version 3)    79
Appendix 5 Questionnaire (Study 1 version 4)    83
Appendix 6 Questionnaire (Study 2 version 5)    87
Appendix 7 Questionnaire (Study 2 version 6)    91
Appendix 8 Questionnaire (Study 2 version 7)    95
Appendix 9 Questionnaire (Study 2 version 8)    99
Appendix 10 Questionnaire (Study 2 version 9)    103
Appendix 11 Questionnaire (Study 2 version 10)    107
Appendix 12 Questionnaire (Study 2 version 11)    111
Appendix 13 Questionnaire (Study 2 version 12)    115


                                

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