本研究旨在以「消費者尷尬場合」以及「慈善廣告框架」做為干擾變數，探討其對於不同「自我建構」的消費者的捐款意願之影響。本研究以心理學實驗法探討消費者自我建構、消費者尷尬場合以及慈善廣告框架之間的交互作用。本研究結果發現：（1）當在公開場合購買尷尬產品後，相依我的消費者會比獨立我的消費者有較高的捐款意願；但當在私人場合購買尷尬產品後，獨立我的的消費者會比相依我的消費者有較高的捐款意願；（2）當慈善廣告為正面框架時，獨立我的的消費者會比相依我的消費者有較高的捐款意願；但當慈善廣告為負面框架時，相依我的消費者會比獨立我的消費者有較高的捐款意願；（3）當在公開場合購買尷尬產品後，無論慈善廣告為正面還是負面框架，相依我跟獨立我的消費者的捐款意願沒有顯著差異；相反的，當在私下場合購買尷尬產品後，而慈善廣告為正面框架時，獨立我的的消費者會比相依我的消費者有較高的捐款意願；但當在私下場合購買尷尬產品後，而慈善廣告為負面框架時，相依我跟獨立我的消費者的捐款意願沒有顯著差異。

This study examines the moderating roles of the context of consumer embarrassment and charitable advertisement framing in the intentions of individuals with independent or interdependent self-construal to donate. The results revealed that after experiencing consumer embarrassment in the public context, interdependent self-construal individuals are likely to engender higher intentions to donate than independent self-construal individuals; in contrast, under the private consumer embarrassment context, independent self-construal individuals are likely to engender higher intentions to donate than those who are with interdependent self-construal. Moreover, when the charitable advertisement is gain-framed, independent self-construal individuals are likely to engender higher intentions to donate than those who are interdependent self-construal; in contrast, when the charitable advertisement is loss-framed, interdependent self-construal individuals are likely to engender higher intentions to donate than independent self-construal individuals. Furthermore, after experiencing consumer embarrassment in the public context and when the charitable advertisement is gain-framed, independent self-construal individuals are likely to engender no differential intentions to donate over interdependent self-construal individuals; in contrast, after experiencing consumer embarrassment in the public context and when the charitable advertisement is loss-framed, interdependent self-construal individuals are likely to engender higher intentions to donate than independent self-construal individuals. Lastly, after experiencing consumer embarrassment in the private context and when the charitable advertisement is gain-framed, independent self-construal individuals are likely to engender higher intentions to donate than interdependent self-construal individuals; in contrast, after experiencing consumer embarrassment in the private context and when the charitable advertisement is loss-framed, independent self-construal individuals are likely to engender no differential intentions to donate over interdependent self-construal individuals.

摘要 iii
Abstract iv
Acknowledgement v
Table of Contents vi
List of Tables viii
List of Figures ix
Chapter 1 Introduction 1
Chapter 2 Literature Review 4
2.1 Self-construal (independent vs. interdependent) 4
2.2 Context of consumer embarrassment (public vs. private) 6
2.2.1 Interaction effect of self-construal and the context of consumer embarrassment 10
2.3 Charitable advertisement framing (gain-framed vs. loss-framed) 12
2.3.1 Interaction effect of self-construal and charitable advertisement framing 14
2.3.3 Interaction effect of self-construal, context of consumer embarrassment and charitable advertisement framing 16
Chapter 3 Methodology 23
3.1 Study1 23
3.1.1 Research design and procedure 23
3.1.2 Pretest 24
3.1.3 Measurement of self-construal 24
3.1.4 Manipulation of embarrassing product purchase context 25
3.1.5 Manipulation of charitable advertisement framing 26
3.1.6 Dependent measure 26
3.2 Study 2 27
3.2.1 Research design and procedure 27
3.2.2 Pretest 28
3.2.3 Manipulation of self-construal 28
3.2.4 Manipulation of embarrassing product purchase context 29
3.2.5 Manipulation of charitable advertisement framing 30
3.2.6 Dependent measure 30
3.3 Research framework 31
Chapter 4 Results 32
4.1 Study 1 32
4.1.1 Manipulation check for the context of consumer embarrassment 32
4.1.2 Manipulation check for charitable advertisement framing 33
4.1.3 Hypothesis testing and results 34
4.2 Study 2 42
4.2.1 Manipulation check for self-construal 42
4.2.2 Manipulation check for the context of consumer embarrassment 43
4.2.3 Manipulation check for charitable advertisement framing 45
4.2.4 Hypothesis testing and results 46
4.3 Summary of results 54
Chpater 5 Discussion 56
5.1 General discussion 56
5.2 Theoretical contributions 57
5.3 Practical implications 59
5.4 Limitations & future research 61
Reference 64
Appendix 70
Appendix 1 Independent and Interdependent Self-construal Scale (IISS) 70
Appendix 2 Questionnaire (Study 1 version 1) 71
Appendix 3 Questionnaire (Study 1 version 2) 75
Appendix 4 Questionnaire (Study 1 version 3) 79
Appendix 5 Questionnaire (Study 1 version 4) 83
Appendix 6 Questionnaire (Study 2 version 5) 87
Appendix 7 Questionnaire (Study 2 version 6) 91
Appendix 8 Questionnaire (Study 2 version 7) 95
Appendix 9 Questionnaire (Study 2 version 8) 99
Appendix 10 Questionnaire (Study 2 version 9) 103
Appendix 11 Questionnaire (Study 2 version 10) 107
Appendix 12 Questionnaire (Study 2 version 11) 111
Appendix 13 Questionnaire (Study 2 version 12) 115

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