顾客感知、顾客认同与角色外行为研究——基于善因营销的视角

Customer’s Perception,Identification and Extra Role Behavior——From the Perspective of Cause Based Marketing

基于善因营销的视角,以支付宝蚂蚁森林使用群体为主要研究对象,采用相关分析和回归分析方法研究顾客感知、顾客认同与顾客角色外行为之间的关系.得出研究结果:动机感知、信任感知和参与感知对顾客角色外行为有显著正向影响,其中参与感知影响最大;顾客认同在动机感知和顾客角色外行为间起完全中介作用,对信任感知和参与感知发挥部分中介作用.对此,企业应该增强善因营销公信力、完善营销设计环节等.

The relationship among customer’perception,identity and extra role is studied from the perspective of cause based marketing by means of correlation analysis and regression analysis and taking the Alipay Ant Forest user group as the main research object.The results show that motivation,trust and participation perception have significant positive impact on customer’s extra role behavior,among which participation perception has the greatest impact;customer identity plays a complete intermediary role between motivation perception and customer’s extra role behavior,and a partial intermediary role in trust perception and participation perception.Therefore,it is proposed that enterprises should increase the credibility of cause based marketing and improve the links of marketing design.