沈永正Shen, Yung-Cheng莊俽蘋Chuang, Xin-Ping2023-12-089999-12-312023-12-082023https://etds.lib.ntnu.edu.tw/thesis/detail/52eb8b9f6eaf7242cc40a6a2f3ce44aa/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/120084視覺藝術在我們的生活是重要的存在，無論是情感還是行為都可能被影響。然而，過去幾乎沒有關於藝術體驗對慈善捐款與永續產品影響的研究。因此，本研究以福祉為核心，探討藝術體驗對慈善捐款以及永續產品的廣告態度、產品態度與購買意願最終的影響。研究採用實驗設計，以實體的形式進行現場實驗觸發與資料蒐集，並且分別進行兩項實驗。在實驗一中，我們發現正面情感與療癒效果會在藝術體驗與慈善捐款的產品態度之間產生完全中介，但在藝術體驗與慈善捐款的廣告態度與捐款意願之間是產生競比中介，且藝術體驗無法正向的直接影響慈善捐款；在實驗二中，我們也發現提升與有意義的情感會在藝術體驗與永續產品的廣告態度之間產生完全中介，但在藝術體驗與永續產品的購買意願之間是產生競比中介，且藝術體驗無法直接影響永續產品。此外，我們更進一步發現，在永續產品的購買意願，藝術傾向高的消費者會大於藝術傾向低的消費者。Visual arts play an important role in our lives, with the potential to affect both our emotions and behavior. However, there has been little research on the impact of art experiences on charitable donations and attitudes towards sustainable products.Therefore, this study focuses on well-being and explores the ultimate effects of art experiences on attitudes towards advertising, product, and purchase intentions related to charitable donations and sustainable products. The research method adopts an experimental design, conducting the process by priming and data collection in the form of entities, and two study are conducted. In Study 1, we found that positive affect and healing effect full mediate the relationship between art experiences and attitudes towards charitable donation products. However, in the case of attitudes towards charitable donation advertisements and willingness to donate, the mediation is competitive mediation. Furthermore, art experience does not directly influence charitable donations positively. In Study 2, we found that elevation and meaningful affect full mediate the relationship between art experiences and attitudes towards sustainable products advertisements. However, in terms of purchase intention for sustainable products, the mediation is competitive mediation. Similar to the previous experiment, art experience does not directly impact sustainable product positively. Furthermore, we discovered that consumers with a high art inclination are more likely to have a willingness to purchase sustainable products compared to those with a low art inclination.福祉藝術體驗正面情感療癒效果提升有意義的情感慈善捐款永續產品消費行為藝術傾向well-beingart experiencespositive affecthealing effectelevationmeaningful affectcharitable donationssustainable productsconsumption behaviorart inclinationetd