CAJ | 학술논문

本文旨在研究不同信息框架下企业与慈善事业的契合类型对消费者响应的影响，采用两个2×2的组间实验设计，探讨了契合类型（形象契合／功能契合）、文字表述方式（积极表述／消极表述）与图片呈现方式（突出企业／突出慈善事业）对消费者响应的主效应以及交互效用。结果表明，契合类型、文字表述方式和图片呈现方式对消费者态度的主效应显著；另外，在形象契合情况下，文字表述方式和图片呈现方式对消费者态度影响的差异显著，而在功能契合的情况下，这种影响的差异不显著。
본문지재연구불동신식광가하기업여자선사업적계합류형대소비자향응적영향，채용량개2×2적조간실험설계，탐토료계합류형（형상계합／공능계합）、문자표술방식（적겁표술／소겁표술）여도편정현방식（돌출기업／돌출자선사업）대소비자향응적주효응이급교호효용。결과표명，계합류형、문자표술방식화도편정현방식대소비자태도적주효응현저；령외，재형상계합정황하，문자표술방식화도편정현방식대소비자태도영향적차이현저，이재공능계합적정황하，저충영향적차이불현저。
Through two 2×2 factorial between-subjects experimental designs, the author analyzes the influences of type of fit （image-based or function-based） and information framing, including information claim （positive or negative） and portrays different pictures （pictures emphasized on corporation or cause）, on consumers＇ responses to the cause-related marketing, and then tests the hypotheses, and draw five conclusions as followings. Firstly, type of fit will influence consumers＇ responses to the cause-related marketing. Compared with image-based fit, consumers will have more positive responses to function-based fit between the company and cause. Secondly, information claim will influence consumers＇ responses to the cause-related marketing. Compared with negative framing, consumers will have more positive responses to positive framing. Thirdly, there is a significant interaction effect between type of fit and information claim framing. When there is image-based fit between corporation and cause, compared with negative framing, consumers will have more positive responses to positive framing. However, when there is function-based fit between corporation and cause, there is no significant difference for consumers＇ responses between negative framing and positive framing. Fourthly, portrayed different pictures will influence consumers＇ responses to the cause-related marketing. Compared with picture emphasized on corporation, consumers will have more positive responses to pictures emphasized on cause. Lastly, when there is image-based fit between corporation and cause, compared with picture emphasized on corporation, consumers will have more positive responses to pictures emphasized on cause. However, when there is function-based fit between corporation and cause, there is no significant difference for consumers＇ responses between pictures emphasized on corporation and cause. At the end of the article, the author found some theoretical implications and presented practical implications to the marketing managers when they planned to launch cause-related marketing. For example, they should take type of fit between corporation and cause, and information framing for considerations together, use positive framing and emphasized on cause when design the advertisement content.