华东经济管理
華東經濟管理
화동경제관리
EAST CHINA ECONOMIC MANAGEMENT
2014年
4期
125-130
,共6页
善因营销%契合度%卷入度%营销效果
善因營銷%契閤度%捲入度%營銷效果
선인영소%계합도%권입도%영소효과
cause-related marketing%degree of fit%degree of involvement%marketing effect
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。
善因營銷能夠維持企業長期履行社會責任的良好形象，促進短期銷售額的增長，因此，衆多企業都精心設計善因營銷活動，以期達到最大效果。研究通過實驗一探討瞭善因營銷中消費者-慈善事件契閤度對消費者態度和參與意願的影響作用；通過實驗二攷察瞭事件捲入度在契閤度和消費者態度和參與意願之間的中介效應。研究結果錶明，消費者-慈善事件契閤度對消費者態度和意願有顯著的正嚮影響，這其中消費者事件捲入度起到瞭部分中介效應。研究結論對企業設計和推行善因營銷活動，提高營銷效果有重要的藉鑒意義。
선인영소능구유지기업장기리행사회책임적량호형상，촉진단기소수액적증장，인차，음다기업도정심설계선인영소활동，이기체도최대효과。연구통과실험일탐토료선인영소중소비자-자선사건계합도대소비자태도화삼여의원적영향작용；통과실험이고찰료사건권입도재계합도화소비자태도화삼여의원지간적중개효응。연구결과표명，소비자-자선사건계합도대소비자태도화의원유현저적정향영향，저기중소비자사건권입도기도료부분중개효응。연구결론대기업설계화추행선인영소활동，제고영소효과유중요적차감의의。
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.
