在眾多的慈善議題中，動物福利為近年備受關注的公益議題之一，流浪動物在世界各地都被視為相當嚴重的問題，許多的動物保護組織相繼成立，為了獲得充足的資源維持慈善組織的營運以及幫助流浪動物，動物保護組織會以慈善廣告為流浪動物進行募捐，如何妥善利用慈善廣告獲得較高的捐款金額，是現今動物保護組織面臨的難題與挑戰。

本研究以解釋水平理論為基礎，發展出一系列假設，使用2 (情緒訴求: 同情 vs. 感激) x 2 (議題需求種類: 主要需求 vs. 次要需求) x 2 (廣告背景顏色: 暖色系 vs. 冷色系) 的組間實驗設計，藉由兩個實驗 (實驗一，N= 435；實驗二則為實地實驗，N= 1,146) 進行假設的驗證，探討情緒訴求與議題需求種類和廣告背景顏色對動物慈善廣告效果的影響。

研究結果發現，情緒訴求、議題需求種類和廣告背景顏色存在三維交互作用。當廣告情緒訴求為同情時，搭配冷色系廣告背景，相較於強調主要需求，強調次要需求可以有較高的捐款金額、較好的慈善組織態度，及較多的觀看廣告行為；而當廣告情緒訴求為感激時，搭配暖色系廣告背景，相較於強調次要需求，強調主要需求的動物慈善廣告可以獲得較高的捐款金額、較佳的慈善組織態度與較多的觀看廣告行為。

本研究補足了動物慈善廣告的文獻缺口，具有理論貢獻，同時亦可作為動物慈善組織未來進行募捐的參考依據，不僅能獲得更多的捐款金額，亦能喚起大眾對於動物保護議題的重視，對動物保護組織與流浪動物來說都是莫大的幫助。

Animal welfare is one of the most popular charitable issues in recent years. Stray animals are considered a serious problem worldwide, and many animal charities have emerged. In order to get sufficient resources to maintain the charity's operation, the charity conducts advertisements to raise funds. Therefore, how to use charity advertisements to increase donations is important.

This research develops a series of hypotheses based on the construal level theory. Two of 2 (emotional appeals: compassion vs. gratitude) x 2 (cause type: primary need vs. secondary need) x 2 (background color: warm color vs. cold color) between-subjects experimental design (study 1, N=435；study 2, a field experiment, N=1,146) were conducted to test the hypothesis to explore the impact of emotional appeal, cause type, and background color on the effectiveness of animal charity advertisements.

The result found significant three-way interactions among emotional appeal, cause type, and the background color on animal charity advertisements. When adopting a compassion appeal with cold color background, emphasizing secondary needs can lead to higher donations, a better attitude toward charity organizations and viewing of advertisement compared to emphasizing the primary needs; while adopting a gratitude appeal with warm color background, emphasizing primary needs can enhance the effects of advertising, compared to emphasizing the secondary needs.

Altogether, the results have filled research gaps in animal charity advertising and made a theoretical contribution to the literature. Further, it can be used as a reference for future fundraising by charities to get more donations and raise public awareness of animal welfare, which can help animal charities and stray animals.

第壹章 緒論 1
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 9
第三節 研究目的與問題 13
第四節 研究架構 14
第貳章 文獻探討 15
第一節 情緒訴求 15
第二節 解釋水平理論 20
第三節 議題需求種類 24
第四節 廣告背景顏色 26
第五節 情緒訴求、議題需求種類和廣告背景顏色 30
小結 31
第參章 研究方法 33
第一節 研究架構 33
第二節 實驗一前測 34
第三節 實驗一: 檢視捐款金額與慈善組織態度 40
第五節 實驗二前測 46
第六節 實驗二: 實地實驗探討真實觀看廣告行為 50
小結 52
第肆章 研究結果分析 53
第一節 實驗一受試者背景 53
第二節 實驗一信度分析 53
第三節 實驗一實驗設計之檢驗 55
第四節 實驗二實地實驗結果之檢驗 68
小結 73
第伍章 結論與建議 75
第一節 研究結果討論 75
第二節 研究貢獻 78
第三節 研究限制 83
第四節 未來研究方向與建議 85
小結 86
參考文獻 87
附錄一 實驗一前測問卷A版 95
附錄二 實驗一正式問卷A版 103
附錄三 實驗二前測問卷A版 107

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