善因营销中匹配度和消费者参与成本对消费者响应的影响研究

The Influence of Product-Cause Matching and Participation Cost on Consumer Response to Cause-Related Marketing

从消费者的角度出发,基于归因理论,通过实证研究探讨了企业进行善因营销时产品-公益事业匹配度对消费者购买意愿的影响,尤其是考察了利他性归因的中介作用和消费者参与成本的调节作用。研究发现,产品-公益事业匹配度对消费者购买意愿具有正向影响,且利他性归因在产品-公益事业匹配度和消费者购买意愿之间起中介作用。与此同时,消费者参与成本显著调节了产品-公益事业匹配度与利他性归因之间的关系,且该调节通过利他性归因的中介作用来进一步影响消费者态度。研究结论揭示了消费者如何看待参与成本及其背后的响应过程,为探索减轻潜在危害的策略奠定了基础,并进一步完善了企业CRM行为策略对消费者购买意愿影响路径的研究。

Based on attribution theory,this paper explores the impact of product-cause matching on consumers' willingness to purchase from the perspective of consumers,especially the mediating role of altruistic attribution and the regulatory role of consumer participation costs.The study found that product-cause matching has a positive impact on consumers' willingness to purchase,and altruistic attribution plays a mediating role in product-cause matching and consumer purchasing willingness.At the same time,consumer participation costs plays a significant regulatory role between product-cause matching and altruistic attribution,and this regulation further influences consumer attitudes through the intermediary role of altruistic attribution.The conclusion of the study reveals how consumers view the participation cost and the response process behind it,which lays a foundation for exploring strategies to mitigate the potential harm and further improves the research on the path of enterprise CRM behavioral strategies to consumers' purchase intention.