权力感知对善因营销产品购买意愿的影响

The Impact of Power Perception on Purchase Intention of Cause-Related Products

基于消费者决策视角,探讨权力感知对善因营销产品购买意愿的影响及其作用机理。2个实验结果发现,消费者的权力感能够显著影响其对善因营销产品的购买意愿,与高权力感的人相比,低权力感的人对善因营销产品的购买意愿更高。原因在于低权力感的人具有社群导向,与慈善活动的心理联接较强;而高权力感的人具有个体导向,与慈善活动的心理联接较低。心理联接在权力感影响善因营销产品购买意愿关系中起完全中介作用。另外消费者—慈善事件契合度调节上述关系。当消费者—慈善事件契合度较低时,高低权力感的消费者对善因营销产品购买意愿有显著差异;当消费者—慈善事件契合度较高时,高低权力感的消费者对善因营销产品购买意愿没有显著差异。

Based on the perspective of consumer decision-making, this paper discusses the influence of power perception on purchase intention of cause -related marketing products. 2 experimental results show that consumers＂ sense of power can significantly affect their willingness to buy products for cause-related marketing. Compared with high power, people with a low sense of power have a higher willingness to buy cause-related marketing products. The reason is that people with a low sense of power have the communal orientation and a strong psychological connection with charitable activities, while people with a high sense of power have the agentic orientation and a lower psychological link with charitable activities. Psychological connection plays a complete mediating role in the relationship between power perception and purchase intention of cause-related marketing products. In addition, the relationship between consumers and charitable events regulates the relationship. This finding further enriches the existing literature on cause marketing and power research, and has a strong guiding significance for corporate cause -related marketing practice.