善因营销捐赠额度和广告导向对消费者反应的影响研究

The Effects of Donation Amount and Advertisement Orientation of Cause-related Marketing on Consumers’Response

本文基于平衡理论和归因理论,通过两个情境模拟实验,探究了善因营销捐赠额度和广告导向对消费者反应的影响及其作用路径。实验一探究了捐赠额度和广告导向对消费者行为趋向反应的影响;实验二在重复验证实验一结果的同时,探究了二者对消费者感知企业关心和利用公益事件动机的影响,以及两种动机对消费者行为趋向反应的影响。结果表明,捐赠额度和广告导向对消费者感知动机和行为趋向反应的影响不仅主效应显著,交互作用也显著。当捐赠额度较小时,采用企业产品导向比采用公益事件导向引起的消费者感知企业动机更正面、行为趋向反应更积极;当捐赠额度较大时则相反。此外,消费者感知的企业关心公益事件的动机会显著正向影响其对企业的态度和产品的购买意愿,而其对企业利用善因营销促进产品销售和提升品牌形象是"理解"和"宽容"的。

Cause-related marketing is an increasing popular marketing strategy in which a firm donates a specific amount to a designated cause when customers engage in revenue-providing exchanges.Donation amount and advertising orientation are two important factors of the formulation and communication phase respectively.Based on balance theory and attribution theory,this research explores the influence of donation amount and advertising orientation of cause-related marketing on consumers response and its effect path.Study 1 examines the effect of donation amount and advertising orientation on consumer behavioral trend response.Besides repeating the results of study 1,the study 2 explores the effects of donation amount and advertising orientation on consumer perceived motives,and the influence of the motives on consumers’attitude and purchase intention.The experiment results show that the donation amount and advertising orientation have significant main and interactive effect on consumer perceived company motives and behavioral trend response.In particular,the donation amount has positive effect on consumer attitude toward the company and intention to purchase the cause-related product.Compared with product-oriented advertisement,the cause-oriented advertisement induces more positive consumer perceived motives,attitude toward the company,and purchase intention.In addition,when the donation amount is small,product-oriented advertisement enables consumers’attributed motive and behavioral trend response more positive than the cause-oriented advertisement,which would be opposite when the donation amount is large.More specifically,when the donation amount is large,cause-oriented advertisement induces more positive consumer perceived motives,attitude toward the company,and intention to purchase the cause-related product.Furthermore,consumers’perceived motive that the company cares about the cause has a positive effect on their attitude toward the company and purchase intention of the product,though they totally understand and could tolerate the fact that company hopes to increase sales volume and improve corporate image by developing cause-related marketing program.