本研究為探討消費者在訊息萬變的網路年代，對於廣告商提供廣告訊息時，不同的自我建構屬性的消費者，是否會因不同的網路口碑訊息及不同的善因行銷廣告因素，而使消費者的品牌肯定造成影響。具體來說，本研究企圖探討「自我建構」對於品牌肯定的影響是否同時受到網路口碑及善因行銷廣告的影響。研究結果顯示：(1)、當廣告是網路口碑正面的方式呈現時，相依型自我建構的消費者會比獨立型自我建構的消費者具有較佳的品牌肯定，但當廣告是網路口碑負面的方式呈現時，獨立型自我建構的消費者會比相依型自我建構的消費者具有較佳的品牌肯定；(2)、當廣告是有善因行銷的方式呈現時，相依型自我建構的消費者會比獨立型自我建構的消費者具有較佳的品牌肯定，但當廣告是無善因行銷的方式呈現時，獨立型自我建構的消費者會比相依型自我建構的消費具有較佳的品牌肯定；(3)、對於廣告是網路口碑是正面訊息為訴求，且有善因行銷方式的情況下，相依型自我建構的消費者會比獨立型自我建構的消費者具有更佳的品牌肯定；對於廣告是網路口碑是正面訊息為訴求，且無善因行銷方式的情況下，相依型自我建構的消費者會比獨立型自我建構的消費者具有較佳的品牌肯定；對於廣告是網路口碑是負面訊息為訴求，且有善因行銷方式的情況下，獨立型自我建構的消費者與相依型自我建構的消費者之品牌肯定並無差異；對於廣告是網路口碑是負面訊息為訴求，且無善因行銷方式的情況下，獨立型自我建構的消費者會比相依型自我建構的消費者具有較佳的品牌肯定。

This research aims to investigate whether the brand positivity of consumers with different self-construal will be influenced by different e-WOM and cause-related marketing factors when advertisers provide advertising messages in the rapidly changing era of the internet. Specifically, this research attempts to explore whether the effect of ”self-construal” on brand positivity is affected by e-WOM and cause-related marketing advertisements. Research findings indicate that (1) consumers with dependent self-construals tend to have better brand positivity than those with independent self-construals, especially when the advertisements are presented with positive e-WOMs. However, when the advertisements are presented with negative e-WOMs, consumers with independent self-construals tend to have better brand positivity than those with dependent self-construals；(2) when the advertisements are presented with cause-related marketing, the consumers with dependent self-construal tend to have better brand positivity than those with independent self-construal. But when the advertisements are characreized by no cause-related marketing, consumers with independent self-construals tend to have better brand positivity than those with dependent self-construals；(3) in the scenario where the advertisements are characrerized by positive e-WOMs and cause-related marketing, consumers with dependent self-construals are likely to have better brand positivity than those with independent self-construals. In contrast, when the advertisements are characterized by positive e-WOMs and no cause-related marketing, the results remain the same. And there is no difference in brand positivity between consumers with dependent or independent self-construals when the advertisements are accompanied by cause-related marketing and negative e-WOMs. However, when the advertisements are characterized by no cause-related marketing and negative e-WOMs, consumers with independent self-construals tend to have better brand positivity than those with independent self-construals.

摘要 i
Abstract ii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討與假說回顧 6
第一節 自我建構 6
第二節 品牌肯定 7
第三節 網路口碑 8
第四節 善因行銷 10
第三章 研究方法 14
第一節 研究架構 14
第二節 實驗及問卷設計 16
第三節 資料收集 18
第四章 實證結果與分析 19
第一節 敘述性統計 19
第二節 自我建構之衡量 21
第三節 網路口碑操弄檢定 24
第四節 善因行銷操弄檢定 27
第五節 品牌肯定之衡量 30
第六節 假說驗證 31
第五章 研究結論與未來研究方向 52
第一節 研究結論 52
第二節 學術貢獻 53
第三節 實務意涵 54
第四節 研究限制與未來研究方向 57
參考文獻 59
附錄 68
附錄1 自我建構量表 68
附錄2 品牌肯定量表 69
附錄3 實驗問卷1 70
附錄4 實驗問卷2 75
附錄5 實驗問卷3 80
附錄6 實驗問卷4 85

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