摘要
善因营销的成功与否绝大程度上取决于消费者态度,本研究主要探讨了顾客信任对消费者行为意向的影响机制。研究结果表明能力表现信任以及诚实善良信任对消费者行为意向都有显著的正向影响;消费者对善因营销活动的评价在顾客信任与行为意向之间发挥中介效应;诚实善良信任对于消费者善因营销评价有着非常大的影响作用,而能力表现信任对评价没有显著影响。
The success of cause related marketing largely depends on consumers’ attitude. The authors mainly study the mechanism of the influence of customer tr ust on the consumer behavior intention. The results of the study display that th e trust in capability and performance (CPT) and the trust in benevolence and int egrity (BIT) have significant positive impact on consumer behavior intention; cu stomers’ evaluation of cause related marketing activities has intermediary effe ct between customer trust and consumer ...
出处
《经济经纬》
CSSCI
北大核心
2009年第5期124-127,共4页
Economic Survey
