本研究的主要目的在探討品牌喜愛、公司動機、購買意願之關係以及人際慷慨之干擾效果。本研究採用實驗法，以市面銷售的果汁及果菜汁為善因行銷產品，研究程序分為預試及正式研究兩個階段，皆以大學生為樣本，預試篩選出正式研究所需的3家慈善機構、善因行銷產品及3個品牌。預試回收有效樣本為50份。在正式研究時，以製作廣告傳單顯示虛擬情境，採用3家品牌(波蜜、每日C、美粒果)，3家慈善機構(伊甸社會福利基金會、家扶基金會、兒福聯盟)，共計9種虛擬情境，每種情境樣本數各為35人，共計回收315份，有效回收樣本270份。
研究結果顯示(1)品牌喜愛正向影響購買意願；(2)品牌喜愛正向影響公司動機；(3)公司動機正向影響購買意願；(4)品牌喜愛經由公司動機之中介正向影響購買意願；(5)人際慷慨不會干擾品牌喜愛對購買意願的影響。本研究討論研究發現在理論及管理實務上的意涵，同時對於未來的研究方向提出建議。
This study was to examine the relationship among brand love, firm motivation, purchase intention, and the effect of interpersonal generosity on interference. The study used the experiment design including a pretest and final experiment. The study used the experiment design and was conducted by two stages: a pretest and a final experiment. The samples were college students. A valid sample of 50 was collected in the pretest. In the final experiment, we used a direct mail stating the fictitious situation with scanned pictures. We used 3 brands (Bomy, Daily C, and Minute Maid) and 3 charities (Eden Social Welfare Foundation, Taiwan Fund for Children and Families, and Child Welfare League Foundation) to form 9 (3 x 3) fictitious situations. Each situation was assigned to 35 samples. Total of 315 copies were distributed, with 270 valid sample of effective questionnaires were collected. The results show that (1) brand love positively affects purchase intention; (2) brand love positively affects firm motivation; (3) firm motivation positively influences purchase intention; (4) brand love influences purchase intention through the mediation of the firm motivation; and (5) interpersonal generosity did not moderate the effect of brand love on purchase intentions. Finally, this research discusses the implications of our findings in theory and managerial practice with suggestions for future research.
