商业研究
商業研究
상업연구
Commercial Research
2015年
4期
128~133
,共null页
罪恶感诉求 消费罪恶感 善因营销 产品属性 购买意愿
罪噁感訴求 消費罪噁感 善因營銷 產品屬性 購買意願
죄악감소구 소비죄악감 선인영소 산품속성 구매의원
guilt appeals; consumer guilty; cause-related marketing; product attribute; purchase intention
本文以企业积极开展善因营销活动、承担社会责任的营销行为为研究对象,通过设计不同实验组对罪恶感诉求及产品类型对善因营销效果影响机理进行实证检验。研究发现强调罪恶感诉求的营销效果更为显著,而且罪恶感诉求与产品类型具有显著交互作用;在善因营销活动中推广不同类型的产品,需匹配适宜的罪恶感诉求方式;当产品类型为实用型时,强调罪恶感诉求方式能收获更好的营销效果;当产品类型为享乐型时,不强调罪恶感诉求的营销方式更佳。
本文以企業積極開展善因營銷活動、承擔社會責任的營銷行為為研究對象,通過設計不同實驗組對罪噁感訴求及產品類型對善因營銷效果影響機理進行實證檢驗。研究髮現彊調罪噁感訴求的營銷效果更為顯著,而且罪噁感訴求與產品類型具有顯著交互作用;在善因營銷活動中推廣不同類型的產品,需匹配適宜的罪噁感訴求方式;噹產品類型為實用型時,彊調罪噁感訴求方式能收穫更好的營銷效果;噹產品類型為享樂型時,不彊調罪噁感訴求的營銷方式更佳。
본문이기업적겁개전선인영소활동、승담사회책임적영소행위위연구대상,통과설계불동실험조대죄악감소구급산품류형대선인영소효과영향궤리진행실증검험。연구발현강조죄악감소구적영소효과경위현저,이차죄악감소구여산품류형구유현저교호작용;재선인영소활동중추엄불동류형적산품,수필배괄의적죄악감소구방식;당산품류형위실용형시,강조죄악감소구방식능수획경호적영소효과;당산품류형위향악형시,불강조죄악감소구적영소방식경가。
Focusing on cause- related marketing activities and marketing behavior of social responsibility,the paper empirically tests the effect mechanism of guilt appeals and product types on cause- related marketing by conducting different experimental groups. The result indicates that a guilt appeal ad will be more effective,and there is an interaction between guilt appeals and product type; promoting different types of product should take guilt appeals into account in CRM activities. A guilt appeal ad will be the most effective when applied to a practical product; while a non- guilt appeal ad will be the most effective for a hedonic product.
