本研究探討消費者的認知需求特質對品牌及善因機構態度與善因品牌聯盟態度關係的干擾效果。研究分為預試及正式研究，皆以大學生為樣本。預試為篩選出正式研究所需的善因品牌聯盟產品、品牌及善因機構，並同時控制品牌及善因機構熟悉度、產品類別與善因機構類型契合度以及品牌與善因機構契合度，以避免正式研究時受試者有顯著差異的評估。正式研究為檢驗研究假設，採用6個品牌與3個善因機構組合成9種虛擬情境來收集資料，每一虛擬情境隨機指派40位受試者，回收有效問卷318份。研究結果顯示，當消費者對品牌及善因機構具有正面態度時，對於善因品牌聯盟態度也會較佳；低認知需求者相較於高認知需求者的品牌及善因機構態度更正向影響善因品牌聯盟態度。本研究討論理論及實務上的意涵，同時對未來研究方向提出建議。
The study explored the effects of consumer attitude toward brand and cause on cause-brand alliance; and the moderating effect of need for cognition. The study include a pre-test and main study. We used the college students as samples. Pre-tests was employed to select the brand, cause and cause-brand alliance product which was used in the main study. Also, pre-tests was used to make sure that all selected brands and causes are high familiar and the high fit between product category and cause category as well as the high fit between brand and cause. The main study was used to examine the hypothesis. 6 brands and 3 causes were combined respectively to construct 9 fictitious scenarios. Each scenario was presented to a group of 40 respondents respectively in order to gather data. The data were provided by 318 students. The results revealed that consumers had higher attitude toward brand and cause, their attitude of cause-brand alliance will be higher. Comparing to consumers with high need for cognition, the attitude of toward brand and cause more positively affected the attitude of cause-brand alliance for the consumers with the lower need for cognition. This study discusses the implication for the theory and practices, and suggestions for the future study.
