故事元素對非營利組織捐款意圖之影響—以流浪動物TNR為例

外文標題: 
A Study of The Donation Intention by Story Elements in Non-profit Organization: A Case of Stray Animals Trap-Neuter-Return (TNR)
出版年份: 
2014年
主題類別: 
關鍵字: 
摘要: 

故事近年在商業品牌上被大量運用以打造商品的價值。傳統的故事行銷研究多以商業導向為主,而非營利組織行銷不同於商業行銷,其目的乃是在於理念的認同與行動的觸發,如捐款、行為參與等等,與營利組織有根本上之差異。在此背景下,本研究以動物保護團體流浪動物TNR 為例,探討故事的元素在非營利組織行銷的情境中是否會、以及如何透過喚起同理心,進一步影響訊息態度和捐款意圖。
本研究整理過往故事元素之文獻,歸納出故事真實性以及故事結構性兩大構面,以2x2 的實驗設計法,操弄高/低故事真實性、高/低故事結構性,共四種情境,衡量其對於訊息態度及捐款意願之影響。透過獨立樣本t 檢定、單因子變異數分析、迴歸分析以及聯合t 檢定來進行資料分析。
研究結果發現,高故事真實性以及高故事結構性皆會正向地影響訊息態度以及捐款意願。而故事元素不僅會直接地影響訊息態度與捐款意願;亦會間接地透過同理心,正向地影響到訊息態度與捐款意願。同時本研究也發現,高真實性高結構性、以及高結構性低真實性的情境,具有較佳的效果。
本研究整理過往故事行銷之研究,歸納出一理論架構,並以訊息態度以及捐款意圖來衡量故事內涵要素之效果。期盼能提供後續學者一研究參考架構,亦提供非營利組織進行故事行銷時作為實務之參考借鏡。

外文摘要: 

Recently story is heavily applied in commercial brand building activities, intended to build brand value through story telling. Traditional studies on story marketing are mostly business oriented. However, the purpose of marketing in non-profit organization is to build commitments and trigger off actions, such as donation and behavioral participation, which are different from profit-seeking organization. With this understanding, this study take the case of stray animals TNR organization donation attraction as an example, discuss how the story elements can call up audiences empathy, and further affect their message attitude and donation intention to a non-profit organization.
This study consolidates the past study documents on story elements, concluded two major dimensions: “story authenticity” and “story structure”, use the two dimensions to design 2x2 scenarios in the experiment, and measure its influence to message attitude and donation intention. Data are analyzed by independent sample t-test, one-way analysis of variance, regression analysis, and pooled t-test.
The study found that story authenticity and story structure both could positively affect the message attitude and donation willingness. The story elements can affect directly not only the message attitude and donation willingness, but through calling up empathy of the audiences, it can also indirectly affect the message attitude and donation intention. This study also found that high authenticity/high story structure and high structure/low authenticity scenarios have better effect in non-profit organization story marketing.
This study consolidates the past story marketing researches, use message attitude and donation intention to measure the effect of story elements, and provide a theoretical framework as reference for further studies. This study also serve as a practical reference for story marketing in NPOs.