善因捐贈形式對善因溝通效果的影響：對受助者想像的中介效果

The Effects of Giving Styles on the Communication Effectiveness in Cause‐Related Marketing (CRM): The Underlying Mechanism of Imagery of the Beneficiaries

本研究主要研究目的有二，分別為：(1)探討善因捐贈形式與善因合作時間之交互效果對善因溝通效果之影響，以及(2)檢驗中介機制：對受助者的想像。因實驗一與二之結果矛盾，經由後測發現消費者對捐贈規模大小的感知不同，故於實驗三加入捐贈規模的調節效果。研究結果發現當善因捐贈規模小（vs.大）時，捐錢（vs.捐物）更能引起對受助者的想像及提升善因溝通效果。當捐贈規模小（vs.大）時，合作時間短的善因活動採取捐錢(vs.捐物)更能引起對受助者的想像及提升善因溝通效果；但合作時間長則無二階交互效果。三階交互效果乃經由影響對受助者的想像後再影響善因溝通效果。本研究成果無論對品牌或慈善機構在規劃善因行銷上，皆提供一些參考方向。例如，在初次或短期合作上，需小心設計捐贈形式及捐贈規模。

The aims of this research are twofold: (1) to explore the interplay effects of giving styles and the duration of cause cooperation on CRM communication effectiveness; and (2) to examine the underlying mechanism: imagery of the beneficiaries. Across three studies, Study 1 examined actual behavior by using an incentive compatible design, while Studies 2 and 3 measured behavioral intentions. Study 3 considered three variables at the same time, and tested the underlying mechanisms in both Study 2 and Study 3. The findings revealed that when a donation size is small (vs. large), monetary giving (vs. non-monetary giving) can induce people to better imagine images of the beneficiaries being helped and strengthen positive CRM communication effectiveness (i.e., purchase intentions and word-of-mouth). However, this phenomenon only exists in the short-term condition, and not in the long-term condition. The results also revealed that imagery of a beneficiary mediated the interplay effects of giving styles, the duration of cause cooperation, and the size of monetary donations on CRM communication effectiveness. Our findings provide some guidelines for brands and nonprofit organizations in cause-related marketing. For example, in the short-term condition, it is necessary to carefully design the giving styles and the size of donations in cause-related marketing.