動機是親社會行為研究的核心議題，分辨和如何關顧捐助者慈善行為的利己動機和利他動機是非營利行銷的策略性考量，而捐助者經驗分享與推薦是慈善行銷的利器。研究顯示人格與情感和動機有密切關係。而另一些研究顯示試圖將利己動機和利他動機誘因混和使用在行銷策略中，將產生反效果。因此，對捐助者人格、動機與情感的深入了解，並透視上述反效果現象的深層原因對非營利組織至關重要。本實證研究透過結構方程模型建立親社會推薦行為模式，透過中介效果分析發現利己動機與利他動機的作用與不同的人格有關，同時也影響不同的情感反應。具體而言，利他動機的中介效果發揮在社會型人格和意義實現快樂情感之間，而利己動機在領導型人格和自我肯定情感中間產生顯著的中介作用，此結果提供了混搭兩種動機負面效果背後的原因，且透過調節的中介檢驗，顯示在不同調節狀況下均呈現一致的現象。除此以外，透過此模型，本研究檢視了重要的人口變數和親社會行為變數對上述模型的調節作用，描繪出不同的條件如何使親社會推薦行為模式中的人格、動機與情感關係發生不同的變化。結果發現包含文化、世代、性別、教育程度、婚姻狀態、是否有宗教信仰、是否為志工、捐款型態等均對於以意義實現快樂情感或自我肯定情感的模型有影響。以文化差異為例，台灣在社會型人格對利他動機、利他動機對自我肯定、和領導型人格對利己動機的影響皆比馬來西亞大，而馬來西亞利己動機對自我肯定情感的影響則比台灣大。此資訊提供非營利組織在募款行銷，捐助者招募與關係發展等策略豐富的情報，同時對於進一步相關研究提供參考。最後，為了測試利己動機和利他動機同時運用將產生反效果是否為普遍現象，經過檢測調節的中介效果，發現本研究主要模型的發現並未有基本改變，即本研究從親社會推薦模型的中介分析發現混和利他和利己動機產生的反效果陷阱的深層原因是一普遍現象。利己乎？利他乎？非營利組織需要更細膩的了解捐助者親社會行為的動機，洞悉捐助者的人格特性，了解捐助者慈善行為的情感反應，在動盪且不確定的年代打造穩定且持續性的服務資源與捐助者關係。

Motivation is the core issue in prosocial behavior studies. Distinguishing and adequately taking care of egoistic and altruistic motivations that drive prosocial behavior for charity supporters are strategic considerations for non-profit organizations. Research shows that there is a substantial nexus between motivation and personality. Studies have proved the adverse effect if non-profit marketers blend egoistic and altruistic motivation into one marketing program. Therefore, a deep understanding of the relationship among supporters’ motivation, personality, and affection is critical for non-profit marketers. To better discern why the backfire phenomenon, as described above, is even more essential for effective non-profit marketing. The present study results by structural equation modeling and mediation analysis show that the functions of egoistic and altruistic motivations depend on different personalities and result in different corresponding affections. Specifically, altruistic motivation plays effectiveness in people of social personality with the result of eudaimonic affection.
In contrast, egoistic motivation kicks in for people of Leadership personalities and leads to self-affirmation affection. The finding provides meaningful clues into how the adverse effect happens when putting the two motivations together carelessly. Furthermore, the study tested the moderation effects through group comparisons by important demographic and prosocial behavior variables, which resulted in abundant information for non-profit marketers’ strategy considerations. The moderation effect testing results show that culture, generation, education, gender, marriage status,  religion, volunteering, and donation type affect both Eudaimonic and Self-affirmation affections models. Take cultural difference as an example, the influence of both social personality to altruistic motivation, altruistic motivation to self-affirmation, and leadership personality to egoistic motivation of Taiwan are stronger than those influences of Malaysia. The research set a milestone for further related research. Lastly, to check whether the revelation of the models in explaining the reverse effect by blending altruistic and egoistic motivations in marketing programs is a general conclusion, the research conducted moderated mediation testing and found the findings remains. Egoistic or Altruistic ? the conclusions of this study suggest that NPO should exquisitely discern the motivation of donors’ prosocial behavior and distinguish their personalities as well as how people feel through prosocial behaviors as the source of psychological well-being to ground a stable and sustainable source of the resources and supporters in this challenging era.

目錄    I
圖目錄  III
表目錄   V
第一章	緒論	1
第一節 研究背景與動機	1
第二節 研究目的	8
第三節 研究流程	10
第四節 研究範疇	11
第二章	文獻探討與假設	13
第一節	動機與親社會行為	17
第二節	人格與親社會行為	25
第三節 情感因素、心理福祉與親社會行為	30
第四節 建立親社會推薦行為模型假設	37
第三章	研究方法	47
第一節 樣本定義與操作型定義	48
第二節 探索式因素分析	54
第三節 模型建構與統計方法	66
第四節 研究概念架構	74
第四章	研究結果	76
第一節 敘述性統計之樣本描述	76
第二節 結構方程之測量模型與結果分析	79
第三節 結構模型分析之結果與討論	86
第四節 動機構念之中介效果分析	95
第五節 人口與親社會變項對親社會推薦模型的調節作用	101
第六節 調節的中介分析	145
第五章	結論與建議	149
第一節 綜合研究成果回應研究目的	149
第二節 研究成果的理論性意涵	153
第三節 研究成果的管理實務意涵	156
第四節 結論、貢獻、限制與未來研究建議	160
參考文獻	167
附件一 主要構念項目相關係數表	189
附件二 CFA後各構念項目間相關表	191
附件三 潛在變數之量化問卷	193
圖目錄
圖3- 1 探索式因素分析過程	65
圖3- 2 研究假設架構	75
圖4- 1 CFA測量步驟	83
圖4- 2 CFA各構念相關結構	84
圖4- 3 基本結構圖-意義實現快樂情感	87
圖4- 4 基本架構圖-自我肯定情感	87
圖4- 5 結構方程模型(A)-意義實現快樂情感	88
圖4- 6 結構方程模型(B)-自我肯定情感	89
圖4- 7 結構模型A-意義實現快樂情感	93
圖4- 8 結構模型B-自我肯定情感	93
圖4- 9 中介效果分析-意義實現快樂情感	99
圖4- 10 中介效果分析-自我肯定情感	100
圖4- 11 以文化與人格類型之捐助者差異分析	109
圖4- 12 以世代與人格類型之捐助者差異分析	114
圖4- 13 以婚姻狀態與人格類型之捐助者差異分析	119
圖4- 14 以教育程度與人格類型之差異分析	123
圖4- 15 以有無宗教信仰與人格類型之差異分析	128
圖4- 16 以性別與人格類型之差異分析	133
圖4- 17 是否擔任志工調節變數與人格類型之差異分析	138
圖4- 18 以捐款型態與人格類型之差異分析	142
圖4- 19 調節效果一覽圖-意義實現快樂情感	143
圖4- 20 調節效果一覽圖-自我肯定情感	143
表目錄
表3- 1 質性訪談進行要點彙整	51
表3- 2 KMO和Bartlett 球形檢定結果	56
表3- 3 各構念總變異量分析表	57
表3- 4 各構念平行分析結果	57
表3- 5 轉軸後成分矩陣-動機構念	59
表3- 6 項目整體統計量-利他動機	59
表3- 7 項目整體統計量-利己動機	60
表3- 8 轉軸後成分矩陣-情感構念	60
表3- 9 項目整體統計量-意義實現快樂情感	61
表3- 10 項目整體統計量-自我肯定情感	61
表3- 11 轉軸後成分矩陣-人格構念	63
表3- 12 項目整體統計量-社會型人格	64
表3- 13 項目整體統計量-領導型人格	64
表4- 1 樣本描述	77
表4- 2 台灣馬來西亞分別之樣本描述	78
表4- 3 本研究測量模型	82
表4- 4 信賴區間區別效度分析	85
表4- 5 結構方程模型配適度	90
表4- 6 模型路徑迴歸係數	92
表4- 7 中介效果顯著性測試	98
表4- 8 文化群組比較-意義實現快樂情感	103
表4- 9 文化顯著性差異比較-意義實現快樂情感	104
表4- 10 文化群組比較-自我肯定情感	106
表4- 11 文化顯著性差異比較-自我肯定情感	108
表4- 12 世代群組比較-意義實現快樂情感	110
表4- 13 世代顯著性差異比較-意義實現快樂情感	111
表4- 14 世代群組比較-自我肯定情感	112
表4- 15 世代顯著性差異比較-自我肯定情感	113
表4- 16 婚姻狀態群組比較-意義實現快樂情感	115
表4- 17 婚姻狀態顯著性差異比較-意義實現快樂情感	116
表4- 18 婚姻狀態群組比較-自我肯定情感	117
表4- 19 婚姻狀態顯著性差異比較-自我肯定情感	118
表4- 20 教育程度群組比較-意義實現快樂情感	120
表4- 21 教育程度顯著性差異比較-意義實現快樂情感	121
表4- 22 教育程度群組比較-自我肯定情感	122
表4- 23 教育程度顯著性差異比較-自我肯定情感	123
表4- 24 宗教信仰群組比較-意義實現快樂情感	124
表4- 25 有無宗教信仰顯著性差異比較-意義實現快樂情感	125
表4- 26 有無宗教信仰群組比較-自我肯定情感	126
表4- 27 有無宗教信仰顯著性差異比較-自我肯定情感	127
表4- 28 性別群組比較-意義實現快樂情感	129
表4- 29 性別顯著性差異比較-意義實現快樂情感	130
表4- 30 性別群組比較-自我肯定情感	131
表4- 31 性別顯著性差異比較-自我肯定情感	132
表4- 32 志工與非志工群組比較-意義實現快樂情感	134
表4- 33 志工與非志工顯著性差異比較-意義實現快樂情感	135
表4- 34 志工與非志工群組比較-自我肯定情感	137
表4- 35 志工與非志工顯著性差異比較-自我肯定情感	137
表4- 36 捐款型態群組比較-意義實現快樂情感	139
表4- 37 捐款型態群組比較-自我肯定情感	140
表4- 38 捐款型態顯著性差異比較-自我肯定情感	141
表4- 39 群組比較彙整表	144
表4- 40 分群組後中介效果與調節的中介差異分析(一)	147
表4- 41 分群組後中介效果與調節的中介差異分析(二)	148

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