中国情境下影响消费者感知成功善因营销的多案例研究

Multiple Case Study of Successful Caused-Related Marketing in Chinese Context

为了探究善因营销对消费者感知的影响,从消费者视角出发,采用案例研究方法,通过消费者深度访谈、二手资料搜集、数据编码等过程,探讨了消费者对善因营销评价的影响因素。研究发现:1企业特征、善因营销活动和匹配度共3个层面的8个因素均能影响消费者善因营销感知;2各影响因素的重要性不同,其中最核心的影响因素是善款去向、感知匹配度以及受助对象;3各影响因素存在交互影响。

Cause-related marketing has been widely used in China in recent years because it is a perfect combination of social responsibility and economic values.However,it needs to be discussed furthermore about the acknowledgment of consumers with Cause-Related Marketing（CRM）.This study explores the influencing factors about CRM from consumers＇ perspective by case studies along with the process of consumer in-depth interview,second-hand data collecting and data encoding.Result suggests that：① consumer perception about cause-related marketing is influenced by enterprise characteristics,cause-related marketing activity as well as brand fit,which concludes three variables and eight dimensions;②the importance of various factors is different and the core influencing factors are usage of the donations,perceived fit and the donation recipients;③there are interaction effects among the influencing factors.