在當代數位環境中，社群媒體已然成為捐贈型募資的重要平台。然而，許多募資專案常因缺乏適當認知而未能成功達標。因此，本研究探討社群媒體貼文中不同敘事策略如何影響台灣捐贈型募資之捐款金額分配。本研究採實驗設計，檢驗說故事（storytelling）與訴求類型（感性與理性）對捐款分配之影響。要求參與者想像擁有新台幣 10,000 元，並依照偏好自由分配至四個僅文字策略不同之偏鄉教育募資專案，捐款金額作為主要依變項。同時測量其對議題之涉入與動機，以檢驗調節效果。
研究結果顯示，storytelling有助於提升募資表現；理性訴求同樣展現穩定效果，其中理性且未結合 storytelling 的組合獲得最高金額；僅具感性訴求且缺乏敘事支撐之貼文則表現最差。由此得知，儘管捐贈行為常被視為情感驅動，捐款者在進行金額分配決策時，仍會評估訊息內容的邏輯性與可信度。此外，涉入程度與動機並未對內容策略與捐款金額之間的關係產生顯著調節效果，顯示內容策略的影響在不同涉入程度的個體之間具有相對一致性。本研究結論為，在捐贈型募資情境中，社群媒體貼文之敘事與訴求策略會顯著影響捐款金額分配，且捐款決策並非單純情感驅動，而是同時受到訊息邏輯性與可信度評估所影響。

In contemporary digital environments, social media has become a crucial platform for donation-based crowdfunding. However, many crowdfunding projects fail to reach their targets due to the lack of appropriate recognition. This study examines how different narrative strategies in social media posts influence the allocation of donation amounts in donation-based crowdfunding projects in Taiwan. Employing an experimental design, the study investigates the effects of storytelling and appeal types (emotional vs. rational) on donation allocation. Participants were asked to imagine having NT$10,000 and freely distribute it across four rural education crowdfunding projects that differed solely in textual strategies, with donation amount serving as the primary dependent variable. Additionally, participants’ issue involvement and motivation were measured to examine potential moderating effects.
The results indicate that storytelling enhances crowdfunding performance, while rational appeals also demonstrate consistent effects. Notably, the combination of rational appeal without storytelling yielded the highest donation amounts, whereas posts featuring only emotional appeal without narrative support performed the poorest. These findings suggest that, although donation behavior is often considered emotion-driven, donors still evaluate the logical coherence and credibility of the message when making allocation decisions. Furthermore, the effectiveness of content strategies on donation amounts was not significantly altered by a donor's motivation or involvement with the issue, indicating that the effect of content strategies is relatively consistent across a diverse audience. The study concludes that in donation-based crowdfunding contexts, the narrative and appeal strategies of social media posts significantly influence donation allocation, and donation decisions are shaped not solely by emotion but also by assessments of message logic and credibility.

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