公益事项属性与中国消费者购买意愿关系实证研究

被引：19

作者：

侯俊东

杜兰英

李剑峰

机构：

[1] 华中科技大学管理学院

来源：

管理科学 | 2008年 / 05期

关键词：

公益事项属性; 消费者购买意愿; 善因营销; 因子分析; 结构方程模型;

D O I：

暂无

中图分类号：

F270 [企业经济理论和方法]; F274 [企业供销管理]; F224 [经济数学方法];

学科分类号：

1202 ; 120202 ; 1201 ; 0701 ; 070104 ;

摘要：

在规范理性和经济理性的双重驱动下,越来越多的企业开始开展善因营销活动。基于企业捐向任何类型的公益事项是否都会同等地影响消费者的购买意愿这一问题,开发了一套测量影响消费者购买意愿的公益事项属性的量表,通过在武汉两所高校的随机调查,分别回收了178份和376份有效问卷,运用探索性因子分析和验证性因子分析萃取和验证了影响消费者购买意愿的公益事项的关键属性,并运用结构方程模型检验了公益事项的这些属性与消费者购买意愿间的关系。结果表明,消费者可参与公益事项程度、品牌与公益事项匹配度、公益事项重要程度、企业产品与公益事项一致性和公益事项可接近程度5个属性对消费者购买意愿有显著影响。

引用

页码：89 / 97

页数：9

共 14 条

[1] 战略性慈善捐赠探析 [J].

陈宏辉 .

现代管理科学, 2007, (02) :38-39+80

[2]

The effect of fit and dominance in cause marketing communications[J] . Sridhar Samu,Walter Wymer.Journal of Business Research . 2008 (4)

[3]

The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility[J] . Barbara A. Lafferty.Journal of Business Research . 2007 (5)

[4]

Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing[J] . Xiaoli Nan,Kwangjun Heo.Journal of Advertising . 2007 (2)

[5]

The effect of strategic and tactical cause-related marketing on consumers' brand loyalty[J] . Journal of Consumer Marketing . 2006 (1)

[6]

Corporate Sponsorships of Philanthropic Activities: When Do They Impact Perception of Sponsor Brand?[J] . Satya Menon,Barbara E. Kahn.Journal of Consumer Psychology . 2003 (3)

[7] Is beauty best? Highly versus normally attractive models in advertising [J].

Bower, AB ;

Landreth, S .

JOURNAL OF ADVERTISING, 2001, 30 (01) :1-12

[8]

Charitable programs and the retailer: do they mix?[J] . Pam Scholder Ellen,Lois A Mohr,Deborah J Webb.Journal of Retailing . 2000 (3)

[9]

Manufacturing technology and strategy formulation: keys to enhancing competitiveness and improving performance[J] . Michael Tracey,Mark A Vonderembse,Jeen-Su Lim.Journal of Operations Management . 1999 (4)

[10]

A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned[J] . Deborah J. Webb,Lois A. Mohr.Journal of Public Policy & Marketing . 1998 (2)

← 1 2 →