善因营销匹配度对消费者购买意愿影响研究

发布时间：2018-07-27 09:24

【摘要】：随着公众对企业的社会责任关注的增加,不管企业是出于利他主义还是利己主义,企业纷纷加入承担社会责任行列当中。企业作为营利性组织,正努力寻找一种能够兼顾获取利润和承担社会责任的营销方法,在这种背景下,善因营销应运而生,善因营销是企业战略与履行社会责任的结合,企业通过实施善因营销为社会做出贡献,同时可以增加消费者购买活动产品,提高企业知名度,从而增加企业利益,实现多赢局面。本文通过对以往学者关于善因营销中消费者购买意愿研究理论的回顾和评述,基于南昌地区大量的学生及周边市民群体为样本,运用因子分析、路径分析和中介效用检验等方法,以研究善因营销匹配度变量、企业动机感知、企业社会责任感知、消费者购买意愿等变量之间的关系为支撑点,着重分析了企业动机感知和企业社会责任感知的中介作用,并构建并修正了善因营销匹配度对消费者购买意愿的路径模型,旨在为其有效的开展善因营销提供理论指导。研究结果表明被调查者的性别、年龄、学历和个人收入情况都与消费者购买行为呈显著的正相关关系,相比而言,年龄呈现的正相关性更显著。善因营销匹配度对消费者购买意愿产生显著的正向影响,同时企业-消费者匹配度、企业-善因事项匹配度、消费者-善因事项匹配度也分别对消费者购买意愿产生显著的正向影响作用。企业动机感知对消费者购买意愿产生显著的正向影响,企业社会责任感知也对消费者购买意愿产生显著的正向影响。企业动机感知在善因营销匹配度和消费者购买意愿之间起部分中介作用,同时企业社会责任感知也在善因营销匹配度和消费者购买意愿之间起部分中介作用。依据研究结果提出了相关的管理建议:(1)企业应保证善因产品的质量;(2)企业要努力提高善因营销的可信度;(3)企业要着力提高声誉和形象;(4)企业需要选择匹配的善因事项和合作伙伴;(5)企业应加强宣传和引导消费者认识到善因营销的益处。
[Abstract]:With the increasing attention of the public to corporate social responsibility, regardless of whether the enterprise is out of altruism or egoism, enterprises have joined the ranks of social responsibility. As a profit-making organization, enterprises are trying to find a marketing method that can take both profit and social responsibility into account. In this context, good cause marketing emerges as the times require, and good cause marketing is the combination of corporate strategy and social responsibility. Through the implementation of good cause marketing, enterprises can contribute to the society, at the same time, can increase consumers to buy active products, enhance the visibility of enterprises, thereby increase the interests of enterprises, and achieve a win-win situation. Based on the review and comment of previous scholars' theories on consumers' purchase intention in good cause marketing, based on a large number of students and surrounding citizens in Nanchang area, this paper applies factor analysis. The methods of path analysis and intermediary utility test are used to study the relationship between the variables of good cause marketing matching degree, corporate motivation perception, corporate social responsibility, consumer purchase intention and so on. This paper mainly analyzes the intermediary role of corporate motivation perception and corporate social responsibility, and constructs and modifies the path model of the matching degree of good cause marketing to consumers' purchase intention, in order to provide theoretical guidance for its effective development of good cause marketing. The results show that the gender, age, educational background and personal income of the respondents are significantly positive correlation with consumer buying behavior, compared with the age of the more significant positive correlation. The marketing matching degree of good cause has a significant positive influence on consumers' purchase intention, and at the same time, the enterprise-consumer matching degree, the enterprise-good cause event matching degree, The matching degree of consumer-good factors also has a significant positive effect on consumers' purchase intention. Corporate motivation perception has a significant positive impact on consumers' willingness to buy, and corporate social responsibility also has a significant positive impact on consumers' purchase intentions. Corporate motivation perception plays a part of intermediary role between good cause marketing matching degree and consumers' purchase intention, and corporate social responsibility knowledge also plays a part intermediary role between good cause marketing matching degree and consumers' purchase intention. Based on the results of the study, some relevant management suggestions are put forward: (1) enterprises should ensure the quality of good cause products; (2) enterprises should strive to improve the credibility of good cause marketing; (3) enterprises should focus on improving reputation and image; (4) enterprises should choose matching good causes. Matters and partners; (5) Enterprises should strengthen publicity and guide consumers to realize the benefits of good cause marketing.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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