第五章 結論與建議
第五節 未來研究建議
五 個人可支配所得的影響
個人可支配所得也有可能會影響善因行銷效果。研究指出因為消費者試圖在 使用產品過程中得到樂趣或放鬆，所以在購買享樂性產品時，消費者會有較低的 價格彈性。但研究也發現個人所得會影響這個結果，高所得的消費者依然對享樂 性產品有較低的價格彈性，但低所得的消費者則無論面對實用性產品或享樂性產 品都為較高的價格彈性(Wakefield and Inman, 2003)。善因行銷研究指出，應用
享樂性產品在善因行銷方案上消費者會有較高的購買意願(Strahilevitz, 1999;
Strahilevitz and Myers, 1998)，但如果考慮個人所得影響，有可能對低所得的 消費者而言，在相對有限的預算限制下，即使是面對應用享樂性產品的善因行銷 方案，消費者的購買意願可能與應用實用性產品的善因行銷方案相差有限。因此，
後續研究者可以考慮個人所得高低對善因行銷效果的影響，以拓展對善因行銷領 域的認識。
第六節
小結善因行銷是目前企業逐漸普遍使用的行銷方法，了解消費者對善因行銷廣告 的認知可以協助企業設計適合的善因行銷廣告。本研究結果提出理論貢獻，也對 管理貢獻有所著墨，說明會影響善因行銷效果的因素和其互動方式。本研究證實 了產品類型和罪惡感訴求在善因行銷廣告效果上都有重要的影響力，消費者對產 品的評估和購買決策有可能因為上述因素的不同而有所差異。因此，企業有必要 針對產品特性，適合適當的善因行銷廣告，以提升廣告的效果。
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附錄一：產品選擇前測問卷
眼鏡 實用性商品………1 2 3 4 5 6 7
附錄二：罪惡感情境前測問卷（沒有強調罪惡感）
消費者感受之問卷調查
各位同學你好：
以下是關於消費者感受所做的問卷調查，同時希望了解大眾對非營利組織的認識。由於 本問卷是採匿名作答，並沒有所謂的對錯問題，請完全依據你個人的感覺與想法，你的回答 僅作為學術研究之用，而且將被保密。謝謝你抽空填寫此問卷，並感謝你的參與。
敬祝
萬事如意
國立高雄大學經濟管理研究所 研 究 生：李昱欣 謹啟 國立中山大學企業管理學 系 張純端 老師
(一)請先仔細閱讀以下內容，閱讀後請根據下列問題表達你的感覺。
關懷，讓愛心得以傳遞；關懷，讓孩子可以平安長大。因為有你的支持，讓孩子有機會接受 教育，學習基本知識與技能，使其有能力脫離貧窮，讓孩子有機會面對不一樣的人生。同時 因為你的支持，讓孩子在成長過程中感受關注與重視，讓孩子能夠培養對自己的自信心，面 對艱困環境時也能樂觀面對。因為有你的支持，才能讓更多有需要的孩子，有機會得到足夠 的幫助。讓需要幫助的孩子得到更多、更即時的援助，使孩子能走向一條快樂幸福的道路。
(二)請於每題中圈選一個數字表達你現在的感覺，你愈同意，就圈選較大的數字。
例如，1=非常不同意，7=非常同意。
非常不同意 非常同意 (1)我會因此感到羞愧………1 2 3 4 5 6 7 (2)我會因此感到瘋狂………1 2 3 4 5 6 7 (3)我並沒有感到責任感………1 2 3 4 5 6 7 (4)我會因此感到快樂………1 2 3 4 5 6 7 (5)我會因此感到罪惡感………1 2 3 4 5 6 7 (6)我感覺有回應的義務………1 2 3 4 5 6 7
(三)請圈選一個數字表達你對下列慈善團體的熟悉程度。你愈熟悉，就圈選較大的數字。
例如，１＝非常不熟悉，７＝非常熟悉。
非常不熟悉 非常熟悉 (1)兒童福利聯盟………1 2 3 4 5 6 7 (2)世界展望會………1 2 3 4 5 6 7 (3)靖娟兒童文教基金會………1 2 3 4 5 6 7 (4)財團法人台灣基督教主愛之家………1 2 3 4 5 6 7 (5)財團法人幸福福利文教基金會………1 2 3 4 5 6 7 (6)台灣兒童暨家庭扶助基金會………1 2 3 4 5 6 7 (7)財團法人瑞信兒童醫療基金會………1 2 3 4 5 6 7 (8)中華民國終止童妓協會………1 2 3 4 5 6 7
(四)請填寫你的基本資料
1.請問你今年幾歲？_____________歲
2.性別： □男性 □女性
3.就讀學院： □工學院 □法學院 □人文社會科學院
□理學院 □管理學院 □其他
4.每月可支配零用金：□小於 2,500 元 □2,501~5,000 元 □5,001~7,500 元 □7,501~10,000 元 □10,001 元以上
本問卷到此結束，感謝你的參與
附錄二：罪惡感情境前測問卷（強調罪惡感）
消費者感受之問卷調查
各位同學你好：
以下是關於消費者感受所做的問卷調查，同時希望了解大眾對非營利組織的認識。由於 本問卷是採匿名作答，並沒有所謂的對錯問題，請完全依據你個人的感覺與想法，你的回答 僅作為學術研究之用，而且將被保密。謝謝你抽空填寫此問卷，並感謝你的參與。
敬祝
萬事如意
國立高雄大學經濟管理研究所 研 究 生：李昱欣 謹啟 國立中山大學企業管理學 系 張純端 老師
(一)請先仔細閱讀以下內容，閱讀後請根據下列問題表達你的感覺。
你這禮拜吃的東西可能超過一個身處非洲的兒童一個月的份量。你每天都吃的很豐盛。你不 僅有床可以睡，還有房子遮風避雨。你甚至有室內水電設施。生活當中有這些設施的你或許 無法感受每晚挨餓上床睡覺是什麼感覺。也不能體會直接睡在地上或是在污染的溪流洗東西 是什麼感受。但是，請你試著想像這樣的畫面。根據聯合國兒童基金會統計，一天有超過三 萬五千名兒童死於飢餓或飢餓引起的併發症。你將如何幫助這些孩子？
(二)請於每題中圈選一個數字表達你現在的感覺，你愈同意，就圈選較大的數字。
例如，1=非常不同意，7=非常同意。
非常不同意 非常同意 (1)我會因此感到羞愧………1 2 3 4 5 6 7 (2)我會因此感到瘋狂………1 2 3 4 5 6 7 (3)我並沒有感到責任感………1 2 3 4 5 6 7 (4)我會因此感到快樂………1 2 3 4 5 6 7 (5)我會因此感到罪惡感………1 2 3 4 5 6 7 (6)我感覺有回應的義務………1 2 3 4 5 6 7
(三)請圈選一個數字表達你對下列慈善團體的熟悉程度。你愈熟悉，就圈選較大的數字。
例如，１＝非常不熟悉，７＝非常熟悉。
非常不熟悉 非常熟悉 (1)兒童福利聯盟………1 2 3 4 5 6 7 (2)世界展望會………1 2 3 4 5 6 7 (3)靖娟兒童文教基金會………1 2 3 4 5 6 7 (4)財團法人台灣基督教主愛之家………1 2 3 4 5 6 7 (5)財團法人幸福福利文教基金會………1 2 3 4 5 6 7 (6)台灣兒童暨家庭扶助基金會………1 2 3 4 5 6 7 (7)財團法人瑞信兒童醫療基金會………1 2 3 4 5 6 7 (8)中華民國終止童妓協會………1 2 3 4 5 6 7
非常不熟悉 非常熟悉 (1)兒童福利聯盟………1 2 3 4 5 6 7 (2)世界展望會………1 2 3 4 5 6 7 (3)靖娟兒童文教基金會………1 2 3 4 5 6 7 (4)財團法人台灣基督教主愛之家………1 2 3 4 5 6 7 (5)財團法人幸福福利文教基金會………1 2 3 4 5 6 7 (6)台灣兒童暨家庭扶助基金會………1 2 3 4 5 6 7 (7)財團法人瑞信兒童醫療基金會………1 2 3 4 5 6 7 (8)中華民國終止童妓協會………1 2 3 4 5 6 7