摘要
善因营销能够维持企业长期履行社会责任的良好形象,促进短期销售额的增长,因此,众多企业都精心设计善因营销活动,以期达到最大效果。研究通过实验一探讨了善因营销中消费者—慈善事件契合度对消费者态度和参与意愿的影响作用;通过实验二考察了事件卷入度在契合度和消费者态度和参与意愿之间的中介效应。研究结果表明,消费者—慈善事件契合度对消费者态度和意愿有显著的正向影响,这其中消费者事件卷入度起到了部分中介效应。研究结论对企业设计和推行善因营销活动,提高营销效果有重要的借鉴意义。
Cause related marketing （CRM） is able to maintain a long-term good reputation of social responsibility and pro-mote short-term sales growth. Therefore, the majority of companies design carefully the CRM to achieve the best results. In the first study, the paper explores consumers in CRM, the impact of the degree of fit of charity events on consumers’ atti-tudes and intention to participate. In the second study, this paper examines the mediating effects of the degree of fit of events involved on consumers’ attitudes and intention to participate.The results show that the degrees of fit and involve-ment have positive effects on attitude and intention, among which the degree of consumers’ involvement plays partially me-diating effects. The conclusions have important references for enterprises to design and implement CRM in order to improve marketing effectiveness.
出处
《华东经济管理》
CSSCI
2014年第4期125-130,共6页
East China Economic Management
基金
教育部人文社会科学青年基金项目(13YJC630134)
关键词
善因营销
契合度
卷入度
营销效果
cause-related marketing
degree of fit
degree of involvement
marketing effect
