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篇名 越有同情心就越會捐助?─ 以案例故事與情感訴求探討慈善廣告之捐贈行為
The More Empathetic Will Donate?: Discussing the Donation Behavior of Charity ads Based on Case Stories and Emotional Demands
作者 陳薇如
中文摘要

 本研究欲探討慈善廣告「有/ 無使用生動的案例故事」及「正/ 負面情感訴求 的

照片」對於同情心、廣告態度及捐贈行為意向之影響。研究發現,情緒強度高 的
受試者在觀看負面情感訴求照片、有/ 無案例故事的貼文內容,均會比情緒強 度低
的人有較高的同情心。情緒強度高的受試者在觀看正面情感訴求照片、無案 例故
事的貼文內容,會比情緒強度低的人有較高的同情心。然而,情緒強度低的 受試
者在觀看正面情感訴求照片、有案例故事的貼文內容,會比情緒強度高的人 有較
高的同情心。證明慈善廣告使用正/ 負面情感訴求的照片對於潛在捐贈者觀 看完廣
告之後的廣告態度是有直接且顯著的負相關的影響的。在實務貢獻上,可 作為慈
善組織設計慈善廣告之參考。
英文摘要
This study attempts to explore the impact of charity ads on "Vivid Case Studies with / without
Use" and "Positive / Negative Appeal Photos" on empathetic, attitude towards advertising
and donation intention. The study found that those with high emotional intensity were more
sympathetic than those with low emotional intensity when they watched negative emotional
appeals and their postings with / without case stories. Emotional intensity of the participants
in the positive emotions to see the demands of photos, non-story stories posted content,
emotional intensity than those with low empathetic. However, those with low emotional
intensity are more likely to be sympathetic than those with high emotional intensity when
they are looking at positive emotions and have the story content of case stories. Photos that
demonstrate the positive / negative emotional appeal of a charity advertisement have a direct
and significant negative correlation with the attitude of potential donors after viewing the
advertisement. In practical contributions, charity can be used as a reference for the design of

charity ads. 

中文關鍵詞 慈善廣告、案例故事、情感訴求、同情心、廣告態度、捐贈行為意向
英文關鍵詞 charity ads, case stories, emotional appeals, empathy, advertising attitude, intention to donate behavior
發表日期 2018/06/30
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