善因营销捐款形式和契合度对消费者响应影响

发布时间：2018-02-25 04:21

本文关键词： 善因营销捐款形式契合度品牌态度购买意愿　出处：《华东经济管理》2017年04期 　论文类型：期刊论文

【摘要】：随着社会进步和经济发展,善因营销已经成为企业社会营销活动的最佳选择。文章基于心理意向理论和记忆网络模型重点探讨捐款形式(清晰和模糊)和品牌—慈善事件契合度对消费者响应的主效应和交互效应作用;根据基模理论考察感知诚意的中介作用。研究采用2×2组间实验设计收集数据,并对假说进行检验。研究发现,清晰的捐款形式比模糊形式能够让消费者产生更正向的响应;高契合度同样比低契合度能够让消费者产生更正向的响应,后者比前者的影响效应略大;感知诚意在捐款形式和契合度对消费者响应的影响过程中起到部分中介作用;此外,捐款形式与契合度的交互效果也是显著的。研究结论丰富了善因营销相关理论,为推行善因营销活动的企业提供理论指导和借鉴。
[Abstract]:With social progress and economic development, Good cause marketing has become the best choice for corporate social marketing activities. Based on the theory of psychological intention and the memory network model, this paper focuses on the relationship between donation form (clarity and ambiguity) and the fit degree of brand-charity events to consumers. Main effect and interaction effect; According to the basic model theory, the mediating effect of perceived sincerity was investigated. 2 脳 2 experimental design was used to collect the data, and the hypothesis was tested. It was found that a clear form of donation could make consumers respond to the correction direction more clearly than the fuzzy form. A higher degree of compatibility can also have a slightly greater impact on the consumer than a low one, which has a slightly greater effect than the former; perceived sincerity plays a part in the process of influencing the response of consumers in the form of donations and the degree of fitness; in addition, The research results enrich the related theories of good cause marketing and provide theoretical guidance and reference for enterprises carrying out good cause marketing activities.
【作者单位】：中国矿业大学管理学院;徐州工程学院经济学院;
【基金】：教育部人文社会科学青年基金项目(13YJC630134)
【分类号】：F279.1;F274

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