A Study on the Relationship Between Advertising Appeals and Donation Intention –Illustrated By Print Advertisements.

• Main Authors: Shiao Ju Lin, 林曉如
• Other Authors: Yu An Huang
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/10330948275396684448

碩士 === 國立暨南國際大學 === 國際企業學系 === 96 === Due to the economic downturn, inflation, and increase of the poverty gap in Taiwan, there are more and more people in need. However, the small-sized, unknown non-profit organizations (NPOs) which locate the lower class, and help people in need are undergoing operating problems. Thus the aim of this study is discussing the charities which utilize advertising appeals to influence customers’ intention of donation. The research framework includes the elements of advertisement (message context and facial expression), advertising appeals (rational appeals and emotional appeals), customers’ attitude (cognitive responses and affective responses) and intention of donation. The object of the advertising is the Mennonite Christian Hospital. The experiment participants are customers who go to the particular retail store. The results from 128 surveys indicate message context evokes different degrees of rational appeals whereas message context has no significant different on emotional appeals. Facial expression has no significant different on both rational and emotional appeals. The advertising appeals are positively related to customers’ cognitive and affective responses. Then the customers’ cognitive responses are positively related to intention of donation whereas customers’ affective responses have no significant effect on intention of donation. Finally, the involvement is positively related to intention of donation.