過去研究表明，慈善捐贈訴求中參考享樂產品或功利產品等參考替代品對捐贈意願之影響密切相關，且參考替代品可能讓消費者擁有不同的自我訊號。本研究旨在探討參考替代品對捐贈意願的影響關係，並擴展了自我訊號、自我覺察與道德信念在參考替代品與捐贈意願之間的調節影響效果。研究發現，享樂產品之參考替代品提升捐贈意願高於功利產品之參考替代品。在調節變數方面，自我訊號與自我覺察等變數有顯著的調節效果，其中無論參考替代品為何，低自我訊號者之捐贈意願皆高於高自我訊號者；高自我覺察者之捐贈意願皆高於低自我覺察者。惟道德信念並無調節效果。本研究結果將有助於非營利組織和其他意旨在籌集資金的組織可以考慮引用搭配參考產品作為行銷策略。

Past studies have proven that reference to alternatives such as hedonic products or utilitarian products in charitable donations is closely related to the effect of donation intention, and that reference alternatives may give consumers a different self-signal. The purpose of this study is to explore the impact of reference substitutes on the donation intention and to extend the effects of self-signals, self-awareness and ethical belief in the reference alternatives and donation intention. The study found that the reference to alternatives for hedonic products increased the donation intention higher than the reference alternatives for utilitarian products. In the moderation, self-signal and self-awareness have significant moderation effect, which regardless of the reference alternatives, low self-signal donors are willing to donate higher than the high self-signal; high self-awareness of those who are willing to donate low self-awareness. But ethical belief does not hove moderation. The results of this study will help nonprofit organizations and other organizations that intend to raise funds to consider referencing alternatives as marketing strategies.

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