本研究的目的欲探討非營利組織之廣告代言人、廣告效果與捐款行為關係之研究。本研究以華山基金會的捐款人為研究對象，並採用非隨機的便利抽樣法的方式進行問卷調查，共發出220份，回收205份，扣除無效問卷9份，有效問卷為196份，有效問卷回收率89.1%。 本研究所得結論如下：1. 廣告代言人對廣告效果與捐款行為有顯著正向之影響。2. 廣告效果對捐款行為有顯著正向之影響。3. 廣告效果在廣告代言人與捐款行為間有中介效果。 The purpose of this study is to explore the relationships among advertising spokesman, advertising effectiveness and acts of donation. Donors of Huashan Social Welfare Foundation were provided with designed questionnaires by using non-random convenience sampling technique with sample size 220. After rejecting 9 invalid questionnaires, 196 out of 205 received questionnaires are effective, and effective response rate is 89.1%. Conclusions are listed as follows.1. Advertising spokesman positively affects advertising effectiveness and acts of donation respectively.2. Advertising effectiveness positively affects acts of donation.3. Advertising effectiveness preserves partial mediation effect between advertising spokesman and acts of donation.
