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随着社会进步和经济发展,善因营销已经成为企业社会营销活动的最佳选择。文章基于心理意向理论和记忆网络模型重点探讨捐款形式(清晰和模糊)和品牌—慈善事件契合度对消费者响应的主效应和交互效应作用;根据基模理论考察感知诚意的中介作用。研究采用2×2组间实验设计收集数据,并对假说进行检验。研究发现,清晰的捐款形式比模糊形式能够让消费者产生更正向的响应;高契合度同样比低契合度能够让消费者产生更正向的响应,后者比前者的影响效应略大;感知诚意在捐款形式和契合度对消费者响应的影响过程中起到部分中介作用;此外,捐款形式与契合度的交互效果也是显著的。研究结论丰富了善因营销相关理论,为推行善因营销活动的企业提供理论指导和借鉴。
With the social progress and economic development, good cause marketing has become the best choice for corporate social marketing activities. Based on psychological intention theory and memory network model, the article focuses on the main effect and interaction effect of the donation form (clarity and ambiguity) and brand-charitable event fit on consumer response; and investigates the intermediary role of perceived good faith according to the model theory. The study used 2 × 2 inter-group experimental design to collect data and test the hypothesis. The study found that the clear form of donations can give consumers a more positive response than the fuzzy forms. The high agreement is less than the low agreement, which can lead consumers to have a more positive response, the latter has a slightly greater effect than the former. It also plays a part of the intermediary role in the influence of donation form and fit on consumer response. In addition, the interactive effect of the form of donation and the fit is significant. The conclusion of the study enriches the relevant theories of good cause marketing and provides theoretical guidance and reference for enterprises promoting good cause marketing activities.