公益营销、品牌认知和大学生购买意愿的关系——以伊利品牌为例

The Relationship among Cause Marketing,Brand Awareness and College Students'Purchase Intentions——Taking Yili Brand as an Example

作为一种将企业经济交易与社会慈善相结合的营销活动,公益营销在社会的经济发展过程中扮演着重要的角色,但在现有研究中,有关大学生群体消费意愿的公益影响因素的探索较为不足。因此,本文分别从企业、消费者、公益活动三个方面来定义公益营销,而后引入品牌认知这一中介变量,构建公益营销和购买意愿关系的理论模型,然后以未来消费主力军大学生群体为调研对象获得435份有效问卷,通过因子分析、结构方程模型等方法开展实证研究。研究结果表明:由三个维度组成的公益营销对大学生品牌认知和购买意愿有着显著影响,并且品牌认知也在公益营销和大学生购买意愿的关系中发挥中介作用。

As a marketing activity combining enterprise economic transaction with social charity,cause marketing plays an important role in the process of social economic development.However,there is a relative lack of exploration of the public welfare impact factors on the consumption willingness of college students in existing studies.Therefore,this paper defines cause marketing from three aspects of enterprises,consumers and public welfare activities,and then introduces the intermediary variable of brand cognition to build a theoretical model of the relationship between cause marketing and purchase intention.Afterwards,435 valid questionnaires were obtained from the college students who are the research subjects as well as the major consumers in the future.Empirical analysis of the questionnaire data was conducted through factor analysis and structural equation models.The research results show that cause marketing composed of three dimensions has a significant impact on college students'brand cognition and purchase intention,and that brand cognition also plays an intermediary role in the relationship between cause marketing and college students'purchase intention.