| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 106 === In the past, there have been many studies on the application of embodied Cognition to donation behavior. However, the research on donation behavior is rarely applied directly to the temperature cues. Therefore, this research attempts to fill the research gap in this area, with a view to making relevant research and serve as a strategic reference for future charities. According to the temperature-related research, this research concluded that people may increase their donation behavior regardless of whether in cool condition or warm condition, but these two conditions are generated by different motivation. In the cool condition, people increase their likelihood of donation by seeking social connection. While people will take the initiative to make prosocial behaviors because they feel that they are close to each other in the warm condition. On the basis of the above basis, this research assumes that fundraising appeals may moderate the effect of temperature cues on donation behavior. This research conducts a 2x2 factorial design to determine the effect of temperature cues (cool versus warm) and fundraising appeals (self-benefit versus other-benefit) on donation behavior. The results reveal that the effect of temperature on donation amount moderated by fundraising appeals. In the warm condition, participants who have been read other-benefit appeal (as compared with self-benefit appeal) charitable context, tend to donate higher amount. According to the results of this study, charities can consider the environmental temperature of potential donors and deliver different charitable context. In conclusion, it is hoped that the findings of this study will serve as a reference for charity promotion strategies on charity organizations to effectively enhance the overall welfare of society.
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