信息质量特征、消费者涉入与购买意愿关系研究——基于企业善因营销

Research of Relationship among Information Quality Characteristics,Consumer Involvement and Purchase Intention

通过梳理善因营销信息披露与企业社会责任报告之间关系,归纳善因营销信息质量特征为完整性、可得性、及时性。根据涉入度理论,将信息质量特征作为消费者涉入前因变量,购买意愿作为结果变量,构建三者之间的关系模型。研究结果表明信息质量特征的完整性、可得性和及时性均能通过消费者涉入对购买意愿产生正向影响,但影响大小和中介方式存在差异;最后为提高企业善因营销购买意愿提出具体建议。

Information quality of cause-related marketing can be characterized as integrity, availability, timeliness by studying the relationship between information disclosure of cause-related marketing and corporate social responsibility report. Based on the involvement theory, the relationship model is constructed with information quality characteristics as consumer involvement antecedents and purchase intention as a result variable. The results show that information quality characteristics of integrity, availability and timeliness can produce a positive impact on purchase intention through consumer involvement. However, there are differences in the impact degree and intermediaries. Finally, some specific proposals are made to improve purchase intention of cause-related marketing.