非營利組織（non-profit organization）代表非政府機構但非私人企業的組織，其以公眾利益為目標、社會服務為使命，而不以營利為目的的民間組織（Hodgkinson, 1989; Wolf, 2012）。而非營利產品（non-profit product）是以公益為目的之市場競爭產品，其收益將歸於所屬之弱勢族群，使其轉變為社會資源之創造者而非耗費者。隨著收支不平衡之情況日漸嚴重，非營利組織紛紛以商品事業化手法來自立財源，像是憑藉販售非營利產品給消費者以取得善款。
隨著網際網路的蓬勃發展，人與人之間的資訊交流也變得比以往更容易。因此，現代的消費者已普遍習慣透過網路來獲取他人對於產品的口碑評價，來降低自己購買產品時所可能遭受的風險與不確定性，以便協助其做出較佳的購買決策。消費者在購買產品前除了會藉由線上口碑此種直接方法來衡量產品優劣之外，廠商推出的產品代言人亦是一個能讓消費者評估該產品的間接方法。許多學者亦指出，代言人與產品的適配性能有效預估該產品的可信度並提高其購買意願。而在研究產品線上口碑傳播意願的過程中本研究著重於兩個要點，分別為消費者之功能導向之心理需求（functional drivers）與情感導向之心理需求（emotional drivers）（Lovett, Peres and Shachar, 2013）。
本研究欲探討的問題為「代言人會如何影響消費者線上口碑傳播意願的形成？」以及「代言人的專業度、吸引力與性別（男vs.女）會不會影響產品的線上口碑傳播意願？」

Non-profit organization is occupied an important status in current society, it provides the services which government or enterprise does not serve. With the increasingly serious situation of payments imbalance, the non-profit organizations start to sell non-profit products to obtain financial resources.
As the internet being well developed and widespread, the electronic word of mouth becomes more important than before. To avoid purchasing risk and uncertainty, consumers are used to evaluate products by online reviews. Companies will also hire the endorsers to increase the products’ sales. Consumers will evaluate the product with two mental drivers, functional drivers and emotional drivers.
We used a 2(search goods/experience goods)*5(professional man/ professional woman/ attractive man/ attractive woman/ no endorser) between-subject design to research about “how endorsers will influence consumers’ intention of delivering electronic word of mouth?” and “whether the endorsers’ professional, attractiveness and sexual will influence consumers’ intention of delivering electronic word of mouth?”

王士峰（2008），非營利組織募款策略：系統觀點，[Retrieved December 1, 2015, Available at: http://ccavolunteer.cca.gov.tw.]。
Aaker, Jennifer, Kathleen D. Vohs and Cassie Mogilner (2010), “Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter,” The Journal of Consumer Research, 37(2), pp. 224-237.
Adaval, Rashmi (2001), “Sometimes it just feels right: The differential weighting of affect-consistent and affect-inconsistent product information,” Journal of Consumer Research, 28(1), pp. 1-17.
Agarwal, Ritu and Elena Karahanna (2000), “Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage,” MIS Quart, 24(4), pp.665-694.
Ahmed, Naveed, Omer Farooq and Junaid Iqbal (2014), “Credibility of celebrity endorsement and buying intentions an evidence from students of Islamabad, Pakistan,” International Letters of Social and Humanistic Science, 20, pp. 1-13.
Armbruster, Adam (2006), “Stars Might Shine for You…or Fall Fast,” Television Week, 25(40), pp. 12-12.
Arndt, Johan (1967), “Role of product-related conversations in the diffusion of a new product,” Journal of Marketing Research, 4(1), pp. 291-295.
Bagozzi, Richard P. and Youjae Yi (1988), “On the evaluation of structural equation models,” Journal of the academy of marketing science, 16(1), pp. 74-94.
Baker, Michael J. and Gilbert A. Churchill (1977), “The impact of physically attractive models on advertising evaluations,” Journal of Marketing Research, (14), pp. 538-555.
Basil, Michael D. (1996), “Identification as a mediator of celebrity effects,” Journal of Broadcasting & Electronic Media, 40, pp. 459-478.
Batra, R., A. Ahuvia and Richard P. Bagozzi (2012), “Brand love,” Journal of Marketing, 76(2), pp. 1-16.
Bhutada, Nilesh S. and Brent L. Rollins (2015), “Disease-specific direct-to-consumer advertising of pharmaceuticals: An examination of endorser type and gender effects on consumers' attitudes and behaviors,” Research in Social and Administrative Pharmacy, 11(6), pp. 891-900.
Bickart, Barbara and Robert M. Schindler (2001), “Internet forums as influential sources of consumer information,” Journal of Interactive Marketing, 15(3), pp. 31-40.
Biswas, Dipayan, Abhijit Biswas, and Neel Das (2006), “The differential effects of celebrity and expert endorsements on consumer risk perceptions: The role of consumer knowledge, perceived congruency, and product technology orientation,” Journal of Advertising, 35(2), pp. 17-31.
Blackwell, R.D., P.W. Miniard and J.F. Engel (2005), Consumer Behavior, 9th ed., Ft. Worth: Harcourt College.
Bone, Paula F. (1995), “Word-of-mouth effects on short-term and long-term product judgments,” Journal of Business Research, 32(3), pp. 213-223.
Bower, Amanda B. (2001), “Highly attractive models in advertising and the women who loathe them: The implications of negative affect for spokesperson effectiveness,” Journal of Advertising, 30(3), pp. 51-63.
Bower, Amanda B. and Stacy Landreth (2001), “Is beauty best? Highly versus normally attractive models in advertising,” Journal of Advertising, 30(1), pp. 1-12.
Brown, Tom J., T.E. Barry, P.A. Dacin and R.F. Gunst (2005), “Spreading the word: Investigating antecedents of consumers' positive word-of-mouth intentions and behaviors in a retailing context,” Journal of the Academy of Marketing Science, 33(2), pp. 123-138.
Cadario, Romain (2014), “The impact of online word-of-mouth on television show viewership: An inverted U-shaped temporal dynamic,” Marketing Letters, pp. 1-12.
Chaiken, Shelly and Yaacov Trope (1999), Dual-Process Theories in Social Psychology, New York, N.Y.: Guilford Press.
Chang, Chia-Chi and Hui-Yun Chen (2009), “I want products my own way, but which way? The effects of different product categories and cues on consumer responses to web-based customizations,” Cyber Psychology & Behavior, 12(1), pp. 7-14.
Chatterjee, P. (2001), “Online reviews: Do consumers use them,” Advances in Consumer Research, 28, pp. 129-133
Chen, Yubo, Qi Wang and Jinhong Xie (2011), “Online Social Interactions: A Natural Experiment on Word of Mouth versus Observational Learning,” Journal of Marketing Research, 48(2), pp. 238-54.
Chin, Wynne W., Barbara L. Marcolin and Peter R. Newsted (2003), “A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study,” Information systems research, 14(2), pp. 189-217.
Choi, Sejung M. and Nora J. Rifon (2012), “It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness,” Psychology and Marketing, 29(9), pp. 639-650.
Chou, Hsuan-Yi (2014), “Effects of endorser types in political endorsement advertising,” International Journal of Advertising: The Review of Marketing Communications, 33(2), pp. 391-414.
Chung, Kevin, Timothy P. Derdenger and Kannan Srinivasan (2013), “Economic value of celebrity endorsements: Tiger woods' impact on sales of Nike golf balls,” Marketing Science, 32(2), pp. 271-293.
Culter, Bob D. and Rajshekhar G. Javalgi (1993), “Analysis of print ad features: Services versus products,” Journal of Advertising Research, 33(2), pp. 62-69.
Debevec, Kathleen and Jerome B. Kernan (1984), “More evidence on the effects of a presenter's physical attractiveness: Some cognitive, affective, and behavioral consequences,” Advances in consumer research, 11(1), pp. 127-132.
Dijkstra, Theo K. and Jörg Henseler (2015), “Consistent and asymptotically normal PLS estimators for linear structural equations,” Computational statistics and data analysis, 81, pp. 10-23.
Doss, Samuel (2010), “The transference of brand attitude: the effect of celebrity endorser,” Journal of Management and Marketing Research.
Felix, R. and A. Borges (2014), “Celebrity endorser attractiveness, visual attention, and implications for ad attitudes and brand evaluations: A replication and extension,” Journal of Brand Management, 21, pp. 579-593.
Fornell, Claes (1992), “A national customer satisfaction barometer: The Swedish experience,” Journal of Marketing, pp. 6-21.
Fornell, Claes and David F. Larcker (1981), “Structural equation models with unobservable variables and measurement error: Algebra and statistics,” Journal of marketing research, pp. 382-388.
Freiden, Jon B. (1984), “Advertising spokesperson effects: An examination of endorser type and gender on two audiences,” Journal of Advertising Research, 24(5), pp.33-40.
Gilly, Mary C., Jennifer L. Graham, M.F. Wolfinbarger and L.J. Yale (1998), “A dyadic study of interpersonal information search,” Journal of the Academy of Marketing Science, 26(2), pp. 83-100.
Goldsmith, Ronald E., Barbara A. Lafferty and Stephen J. Newell (2000), “The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands,” Journal of Advertising, 29, pp. 43-54.
Hair, Joe F., Christian M. Ringle and Marko Sarstedt (2011), “PLS-SEM: Indeed a silver bullet,” Journal of Marketing theory and Practice, 19(2), pp. 139-152.
Hair, Joe F., Marko Sarstedt, Christian M. Ringle and J.A. Mena (2012), “An assessment of the use of partial least squares structural equation modeling in marketing research,” Journal of the academy of marketing science, 40(3), pp. 414-433.
Hair, Joe F., R.E. Anderson, R.L. Tatham and W.C. Black (1992), Multivariate Data Analysis with Reading, 3rd edition, New York, N.Y.: Macmillan.
Hawkins, Delbert I., and David L. Mothersbaugh (2012), Consumer behavior: Building marketing strategy, New York, NY: McGraw-Hill.
Hawkins, Delbert I., Roger J. Best and Kenneth A. Coney (2004), Consumer Behavior: Building Marketing Strategy, New York, NY: McGraw-Hill.
He, Yanyan, Q. Gou, S. Liand Z. Huang (2014), “Price, quality and advertising decisions considering reference quality effects: Search versus experience goods,” Lecture Notes in Management Science, 6, pp. 239-246.
Hennig-Thurau, Thorsten, Kevin P. Gwinner, G. Walsh and DwayneD. Gremler (2004), “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet,” Journal of Interactive Marketing, 18(1), pp. 38-52.
Henseler, Jörg, Christian M. Ringle and Marko Sarstedt (2015), “A new criterion for assessing discriminant validity in variance-based structural equation modeling,” Journal of the Academy of Marketing Science, 43(1), pp. 115-135.
Henseler, Jörg, Christian M. Ringle and Marko Sarstedt (2016), “Examining the measurement invariance of composite models using variance-based structural equation modeling,” International Marketing Review, 33(3).
Henseler, Jörg, T.K. Dijkstra, Marko Sarstedt, Christian M. Ringle, et al. (2014), “Common Beliefs and Reality about PLS: Comments on Rönkkö and Evermann (2013),” Organizational Research Methods, 17(2), pp. 182-209.
Herr, Paul M., Frank R. Kardes and John Kim (1991), “Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective,” Journal of Consumer Research, 17(4), pp. 454-462.
Hodgkinson, Harold L. (1989), The same client: The demographics of educations and service delivery systems, Washington, D.C.: Institute for Educational Leadership, Center for Demographic Policy.
Hugosson, Olle, Carolina Matthys and Linda Phung (2014), “Perception of celebrity endorser: A study of how gender and age influences the consumer perception,” Jönköping International Business School.
Jackson, David J. and Thomas I. Darrow (2005), “The influence of celebrity endorsements on young adults’ political opinions,” The Harvard international journal of press/politics, 10(3), pp.80-98.
Jiang, Pingjun (2004), “The role of brand name in customization decisions: A search vs experience perspective,” Journal of Product & Brand Management, 13(2), pp. 73-83.
Kaiser, Henry F. (1958), “The varimax criterion for analytic rotation in factor analysis,” Psychometrika, 23(3), pp. 187-200.
Kempf, Deanna S. (1999), “Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products,” Psychology and Marketing, 16(1), pp. 35-50.
Kempf, Deanna S. and Kay M. Palan (2006), “The effects of gender and argument strength on the processing of word-of-mouth communication,” Academy of Marketing Studies Journal, 10(1), pp. 1-18.
Kiang, Melody Y., T.S. Raghu and Kevin Shang (2000), “Marketing on the Internet: Who can benefit from an online marketing approach,” Decision Support Systems, 27(4), pp. 383-393.
Kim, Yeung-Jo and June-Hee Na (2007), “Effects of celebrity athlete endorsement on attitude toward the product: The role of credibility, attractiveness and the concept of congruence,” International Journal of Sport Marketing & Sponsorship, 8, pp. 310-320.
Lafferty, Barbara A., Ronald E. Goldsmith and Stephen J. Newell (2002), “The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions,” Journal of Marketing Theory and Practice, 10, pp. 1-12.
Liebermann, Yehoshua and Amir Flint-Goor (1996), “Message strategy by product-class type: A matching model,” International Journal of Research in Marketing, 13(3), pp. 237-249.
Lin, Chin-Tsai, Kuo-Ching Wang and Wen-Yu Chen (2008), “Female tour leaders as advertising endorsers,” The Service Industries Journal, 28(9), pp. 1265-1275.
Tingchi Liu, Matthew, Yu-Ying Huang, and Jiang Minghua (2007), “Relations among attractiveness of endorsers, match‐up, and purchase intention in sport marketing in China,” Journal of Consumer Marketing, 24(6), pp. 358-365.
Lovett, Mitchell J., Renana Peres and Ron Shachar (2013), “On brands and word of mouth,” Journal of Marketing Research, 50(4), pp. 427-444.
Low, Swee-Foon and Su-Wen Lim (2012), “Impacts of celebrity endorser on Malaysian young consumers: An empirical study in the sports industry,” SEGi Review, 5(1), pp. 95-114.
Mazaheri, Ebrahim, Marie-Odile Richard and Michel Laroche (2012), “The role of emotions in online consumer behavior: A comparison of search, experience, and credence services,” Journal of Services Marketing, 26(7), pp. 535-550.
McCracken, Grant (1989), “Who is the celebrity endorser? Cultural foundations of the endorsement process,” Journal of Consumer Research, 16(3), pp. 310-321.
Moe, Wendy W. and Michael Trusov (2011), “The Value of Social Dynamics in Online Product Ratings Forums,” Journal of Marketing Research, 48(3), pp. 444-56.
Mowen, John C. and Stephen W. Brown (1981), “On explaining and predicting the effectiveness of celebrity endorser,” Advances in Consumer Research, 8(1), pp. 437-441.
尼爾森台灣（2012）。全球消費者對於免費媒體廣告的信任度日增。[Available at: http://tw.nielsen.com/site/newsTrustInAd0412.shtml]。
Nielson Global Online Consumer Survey (2009), Personal recommendations and consumer opinions posted online are the most trusted forms of advertising globally, [Retrieved December 12th, 2015, Available at: http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/07/pr_global-study_07709.pdf].
Ochsner, Kevin N. and James J. Gross (2005), “The cognitive control of emotion,” Trends in Cognitive Sciences, 9(5), pp. 242-248.
Ohanian, Roobina (1990), “Construction and validation of a scale to measure celebrity endorser’s perceived expertise, trustworthiness, and attractiveness,” Journal of Advertising, 19(3), pp. 39-52.
Park, Do-Hyung, Jumin Lee and Ingoo Han (2007), “The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement,” International Journal of Electronic Commerce, 11(4), pp. 125-148.
Peetz, Ted B., Janet B. Parks and Nancy E. Spencer (2004), “Sport heroes as sport product endorsers: the role of gender in the transfer of meaning process for selected undergraduate students,” Sport Marketing Quarterly, 13(3), pp. 141-150.
Petroshins, Susan M. and Kenneth E. Crocker (1989), “An empirical analysis of spokesperson characteristics on advertisement and product evaluations,” Journal of Academy of Marketing Science, 17(3), pp. 217-225.
Raval, Zenit and Dushyant Tanna (2014), “Impact of celebrity endorsement on brand building and consumer buying behaviour,” International Journal of Applied Research in Engineering and Science, 1(4), pp. 32-39.
Reinstein, David A. and Christopher M. Snyder (2005), “The influence of expert reviews on consumer demand for experience goods: A case study of movie critics,” The Journal of Industrial Economics, 53(1), pp. 27-51.
Join, A.C.R., A.C.R. Grants, and A.C.R. Listserv (1988), “The role of involvement and opinion leadership in consumer word-of-mouth: An implicit model made explicit,” Advances in Consumer Research, 15, pp. 32-36.
Roberts, Mary and Lawrence H. Wortzel (1979), “New life-style determinants of women's food shopping behavior,” The Journal of Marketing, pp. 28-39.
Roozen, I. and M. Raedts (2015), “The impact of negative endorser information and their facial appearance on advertising effectiveness for profit and not-for-profit organizations,” Journal of Mass Communication & Journalism, 5(248).
Sallam, Methaq Ahmed Abdulmajid (2011), “The impact of source credibility on Saudi consumer’s attitude toward advertising and purchase intention,” International Journal of Marketing Studies, 3(4), pp. 63-77.
See-To, Eric W. and Kevin K. Ho (2014), “Value co-creation and purchase intention in social network sites: The role of electronic word-of-mouth and trust－A theoretical analysis,” Computers in Human Behavior, 31, pp. 182-189.
Stern, Barbara B. (1994), “A revised communication model for advertising: Multiple dimensions of the source, the message, and the recipient,” Journal of Advertising, 23(2), pp. 5-15.
Trusov, Michael, Randolph E. Bucklin and Koen Pauwels (2009), “Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site,” Journal of Marketing, 73, pp. 90-102.
Venkatesh, Viswanath, Michael G. Morris and Phillip L. Ackerman (2000), “A longitudinal field investigation of gender differences in individual technology adoption decision-making processes,” Organizational Behavior and Human Decision Processes, 83(1), pp. 33-60.
Voorhees, Clay M., Michael K. Brady, R. Calantone and E. Ramirez (2016), “Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies,” Journal of the Academy of Marketing Science, 44(1), pp. 119-134.
Wang, Jau-Shyong, Yen-Fen Cheng and Yi-Ling Chu (2013), “Effects of celebrity endorsements on consumer purchase intentions: Advertising effect and advertising appeal as mediators,” Human Factors and Ergonomics in Manufacturing & Service Industries, 23(5), pp. 357-367.
Weathers, Danny, Subhash Sharma and Stacy L. Wood (2007), “Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods,” Journal of retailing, 83(4), pp. 393-401.
Weinstein, S. (2009), The complete guide to fundraising management, 3rd edition, John Wiley and Sons, Inc.
Wetzels, Martin, Gaby Odekerken-Schröder and Claudia V. Oppen (2009), “Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration,” MIS quarterly, pp. 177-195.
White, Darin W., Lucretia Goddard and Nick Wilbur (2009), “The effects of negative information transference in the celebrity endorsement relationship,” International Journal of Retail & Distribution Management, 37, pp. 322-335.
Wilson, B. and J. Henseler (2007), “Modeling reflective higher-order constructs using three approaches with PLS path modeling: a Monte Carlo comparison,” ANZMAC.
Wolf, T. (2012), Managing a nonprofit organization: Updated twenty-first-century edition, New York, N.Y.: Prentice Hall Press.
Yoo, Chul-Woo, Lawrence G. Sanders and Jung-Hoon Moon (2013), “Exploring the effect of e-WOM participation on e-loyalty in e-commerce,” Decision Support System, 55(3), pp. 669-678.
Zahaf, Mehdi and James Anderson (2008), “Causality effects between celebrity endorsement and the intentions to buy,” Innovative Marketing, 4(4), pp. 57-65.
Zeithaml, Valarie A. (1988), “Consumer perceptions of price, quality, and values: A measured model and synthesis of evidence,” Journal of Marketing, 52(3), pp.2-22.
Ziggers, Gerrit W. and Jörg Henseler (2015), “The reinforcing effect of a firm's customer orientation and supply-base orientation on performance,” Industrial Marketing Management.