目前台灣銀髮族相關的非營利組織的資金來源皆是以被動式的受幫助或受捐贈，本研究希望將台灣銀髮族相關的非營利組織結合善因行銷，找出能夠達成組織內財務永續的營運因素，藉由此因素以利往後順利發展善因行銷活動，並使台灣銀髮族相關的非營利組織能夠永續創造財富。
本研究採用實驗設計法進行，操弄兩個自變數：產業類型(醫藥業VS.銀行業)與廣告情感訴求類型(溫馨訴求VS.罪惡感訴求)，為2x2的二因子實驗，探討不同產業類型與廣告情感訴求會不會對消費者的內心感知產生不同的效果，以及接連對後續的態度與行為意圖產生影響，並觀察自變數與應變數間的因果關係。
實驗結果發現，受測者對於社會價值的感知差異非常大，並且平均分數低落，可能原因為消費者的個人特質的不同，導致對於社會自我意識的認同度的在乎程度有所不同，不同消費者的個人特質，對於參與善因行銷活動所能獲得的社會價值有顯著不同。相較於銀行業，醫藥業在銀髮類型的善因行銷活動中在消費者知覺價值上有更好的感知；相較於溫馨訴求，罪惡感訴求在銀髮類型的善因行銷活動中對消費者知覺價值上有更好的感知，善因行銷活動適合透過罪惡感訴求的來傳遞廣告訊息，以激起消費者的內心良知，而後引起消費者產生購買意圖。

At present, Taiwan’s non-profit organizations related to senior citizens are funded by passive help or donations. This study hopes to combine Taiwan’s non-profit organizations related to senior citizens with cause-related marketing to find out that financial sustainability.
This study used the experimental design method. 2 (industry type: medical industry vs. banking) X 2(advertising appeal type: warmth appeal VS. guilty appeal). Different industries types and advertising appeals will have different effects on consumers' inner perceptions, and will have an impact on subsequent attitudes and behavioral intentions, and observe the causal relationship between self-variables and strain numbers.
The experimental results show that the consumer's perception of social value is very different, and the average score is low. The possible reason is that the individual's personal traits are different, which leads to different levels of concern for social self-awareness. The personal traits are significantly different for the social value that can be obtained by participating in cause-related marketing. Banking has a better perception of consumer perceived value in the senior citizens of cause-related marketing than medical. Guilty appeal has a better perception of consumer perceived value in the senior citizens of cause-related marketing than warmth appeal. Cause-related marketing are suitable for conveying advertising messages through guilty appeals, in order to arouse the consumer's inner conscience, and then cause consumers to generate purchase intentions.

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