善因营销广告诉求目标框架效应对消费者购买意愿的影响

发布时间：2018-04-30 17:02

本文选题：善因营销 + 广告诉求目标框架　；参考：《东岳论丛》2016年12期

【摘要】：采用2×2组间实验设计,探讨了善因营销广告诉求,旨在研究目标框架(具体/抽象)与消费者慈善事业卷入度(低卷入度/高卷入度)对消费者善因营销产品购买意愿的影响。实验结果表明,广告诉求目标框架的具体化程度对于消费者的购买意愿以及消费者感知企业利他动机影响的主效应显著。具体来说,与抽象的目标表述(比如,让孩子健康成长)相比,具体的目标表述(比如,让孩子每天吃到一个鸡蛋)会增强消费者参与善因活动的意愿,并且提高消费者感知企业善因活动的利他动机;其中,消费者感知企业的利他动机在目标陈述方式对消费者参与意愿的影响中起到中介作用。另外,消费者的慈善事业卷入度会调节目标陈述方式与购买意愿之间的关系。相对于慈善事业卷入度高的消费者,目标陈述的具体化对慈善事业卷入度低的消费者的影响更为显著。研究结论对企业设定善因营销目标,提升信息传播效果,促进消费者对善因营销商品的购买具有积极作用。
[Abstract]:By using 2 脳 2 intergroup experimental design, this paper discusses the demand of good cause marketing advertisement, aiming to study the influence of target framework (concrete / abstract) and consumer charity involvement degree (low involvement / high involvement) on consumers' willingness to purchase good cause marketing products. The experimental results show that the degree of concretization of advertising target framework has a significant effect on consumers' purchase intention and consumers' perceived altruistic motivation. Specifically, compared with abstract goal statements (for example, making children grow up healthy), specific goal statements (for example, having children eat an egg a day) increase consumers' willingness to participate in good cause activities. It also improves the altruistic motivation of consumer perceived enterprise's good cause activity; among them, consumer perceived enterprise's altruistic motivation plays an intermediary role in the influence of target statement mode on consumer's willingness to participate. In addition, the degree of philanthropic involvement of consumers adjusts the relationship between target statement and purchase intention. Compared with the consumers with high degree of charity involvement, the embodiment of goal statement has a more significant impact on the consumers with low involvement of charity. The conclusion of this study is to set up the marketing target of good cause, to improve the effect of information dissemination, and to promote the consumers to purchase good cause marketing goods.
【作者单位】：山东大学管理学院;
【分类号】：F713.55

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