消费罪恶感诉求和产品类型对善因营销效果的影响研究

发布时间：2018-03-15 12:44

本文选题：罪恶感诉求　切入点：消费罪恶感　出处：《安徽大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展与社会的进步,社会公众对企业承担社会责任的呼声不断高涨,一种新型的战略营销模式——善因营销应运而生。中国的善因营销虽处于起步阶段,但近年来随着人们社会责任意识的不断提高,中国企业也开始意识到善因营销的价值和重要性,越来越多的企业更是参与其中,期望能借由善因营销活动实现“名利双收”。这种营销模式不仅在企业界得到了广泛的应用,在理论界也得到了大量的关注。本研究首先对已有的研究进行回顾和总结,试图构建一个包含产品类型、罪恶感诉求强度和善因营销效果在内的概念模型。本文将罪恶感诉求作为自变量分为强调罪恶感诉求和不强调罪恶感诉求两个类型,依据产品自身实用性属性和享乐性属性的不同,将产品类型归纳为实用性产品、享乐性产品和两者兼具的产品。善因营销效果采用消费者的购买意愿和对公司的态度两个因变量来衡量。本文采用情景实验的研究方法,旨在研究企业在善因营销活动中罪恶感诉求强度对营销效果的影响以及产品类型的调节作用。本研究通过预实验选取了三种熟悉度较高的低价产品分别代表不同的产品类型：洗发水(实用性产品)、电影(享乐性产品)、果粒酸奶(两者兼具的产品)；同时设计了两类罪恶感诉求强度可显著区分的广告,作为本研究的刺激物。实验采用了3(产品类型：实用性、享乐性、两者兼具)*2(罪恶感诉求强度：不强调罪恶感诉求、强调罪恶感诉求)的组间分析,分为六个实验场景,让被试接受六组不同的实验刺激。研究罪恶感诉求强度差异和产品类型差异对消费者购买意愿和对公司的态度是否具有显著影响,并进一步探讨罪恶感诉求和产品类型之间是否具有交互作用,进而影响善因营销的效果。本文以在校大学生为调查对象,正式实验共收回468份问卷,通过SPSS20.0统计分析软件对样本数据进行加工整理,数据检验的结果基本证实了本研究的构思。本文的主要结论如下：(1)罪恶感诉求对善因营销的效果具有显著的影响,强调罪恶感诉求对消费者购买意愿和对公司态度的影响优于不强调罪恶感诉求的方式；(2)罪恶感诉求和产品类型存在显著的交互效应。在企业善因营销活动中,当产品类型为实用型时,强调罪恶感诉求方式能收获更好的营销效果,而当产品类型为享乐型时,不强调罪恶感诉求的营销方式更佳,两者兼具的产品对消费者购买意愿和对公司的态度影响居于两者之间。本文最后针对研究结果提出了营销建议,并指出了本文的研究局限以及对未来的展望。本研究可能的贡献具体表现在以下两方面：(1)作为负面情感中最常用的诉求方式之一,罪恶感诉求在慈善捐赠方面运用的尤为频繁。本文将罪恶感诉求作为重要因素引入善因营销理论研究中具有一定的现实意义,研究从消费者心理层面把握广告诉求方式的差异可能对消费者购买意愿产生的影响,并解释这一影响的具体路径。(2)本文通过引进产品类型这一调节变量,将营销策略(广告诉求方式)的差异与产品自身属性结合起来,研究各市场变量的不同组合对营销效果的影响,给出了企业在善因营销活动中推广不同类型的产品宜匹配的最佳罪恶感诉求方式,更贴近当今瞬息万变的市场环境,同时也尝试解释了营销策略中产品策略与广告策略的组合匹配对消费者购买意向和态度的影响过程。
[Abstract]:With the development of economy and society, the public of corporate social responsibility has been rising, a new type of strategic marketing mode for good marketing came into being. China cause related marketing is in the initial stage, but in recent years with the development of social responsibility consciousness constantly improve, Chinese companies are beginning to realize the good because the value and importance of marketing, more and more enterprises are involved, hoping to borrow from the cause related marketing activities to achieve "fame and fortune". This marketing model has been widely used in business circles, but also get a lot of attention in the theoretical circle. This paper reviews the research and summarized. To construct a product containing type, guilt, because the conceptual model of marketing effect and strength demands. This paper will be divided into guilt appeals as independent guilt v. Pray and not guilt appeals two types, according to their practical product attributes and hedonic attributes of different types of products, will be divided into practical products, hedonic products and both products. Cause marketing effect based on consumer purchase intention and attitude toward the company of two dependent variables to measure in this paper. Using the research methods of experiment, to study the enterprise in good marketing activities in the sense of sin demands strength to regulate the impact of marketing effect and product type. This study through the pre experiment selected three higher degree of familiarity with low price products representing different types of products: Shampoo (practical products, (film) hedonic products), fruit yogurt (both products); and design two kinds of guilt appeals strength can significantly distinguish ads as stimuli in this study. The experiment adopted 3 (production Product type: practical, hedonic, both (*2) guilt appeals strength: guilt appeals, guilt appeals) analysis group, divided into six experimental scenarios, participants received stimulation six different sets of experiments. The guilt appeals intensity difference and the types of products to buy difference the willingness of consumers and on the company's attitude has significant effect, and further explore whether the interaction between guilt appeals and types of products, thereby affecting the cause marketing effect. This paper takes college students as the research object, the formal experiment received a total of 468 questionnaires, through SPSS20.0 statistical analysis software for processing of sample data. The results confirm the basic idea of this study. The main conclusions of this paper are as follows: (1) guilt appeals because of good marketing effect has significant influence, guilt v. For the consumer purchase intention and the impact on the company's attitude is better than no guilt appeals way; (2) guilt appeals and the types of products have significant interaction effect in the enterprise. The related marketing activities, when the product type is practical, guilt appeals can gain better marketing results, and when the types of products for enjoyment, not that better guilt appeals marketing way, both products on consumer purchase intention and attitude toward the company influence in between the two. This paper finally puts forward the marketing suggestions according to the research results, and points out the research limitations and prospects for the future. This study may contribute to specific in the following two aspects: (1) as one of the most common demands of negative emotions, guilt appeals in the charitable donation is particularly frequent. The guilt v. And as an important factor into the cause related marketing theory research has certain practical significance, grasp the research from the consumer psychology level differences in the effects of advertising appeals may have on consumer purchase intention, and explain the specific path of this effect. (2) this paper through the introduction of this product type variable, the marketing strategy (advertising appeals) difference with the product itself combined with the effects of different combinations of different market variables on the marketing effect, gives good for enterprises in the best evil marketing activities in different types of promotion products should be matched with the sense of appeal, closer to the rapidly changing market environment, but also try to explain the process effect of product strategy and advertising strategy in the marketing strategy combination matching consumer purchase intention and attitude.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

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