慈善营销中契合度、熟悉度和产品性质对消费者响应的影响  

The Influences of Fitness between Cause and Product,Familiarity of Cause,and Product Nature on Consumer Responses to Cause-related Marketing

作　　者：朱翊敏[1] 李蔚[1] 刘容[1] 

机构地区：[1]中山大学管理学院

出　　处：《南开管理评论》2012年第3期33-41,71,共10页Nankai Business Review

基　　金：教育部哲学社会科学重大课题攻关项目(08JZD0019);中上大学文科青年教师培育项目(12090023)

摘　　要：本文通过实验设计,探讨了慈善营销中产品与慈善组织的契合度、消费者对慈善组织的熟悉度以及产品性质对消费者响应的影响,并得出了结论:契合度、熟悉度和产品性质对消费者响应存在主效应,契合度与熟悉度之间、契合度与产品性质之间存在交互效应。根据研究结论,作者针对企业选择合作伙伴、开展慈善营销提出了相应的启示。Through 2×2×2 between factors experimental designs, the authors analyzed the influences of fitness between cause and product, familiarity of cause and product nature on consumer re- sponses to the cause-related marketing （CRM）, tested the hypoth- eses, and draw five conclusions as followings. First, the fitness between cause and product will influence the consumer responses to CRM. The higher the fitness is, the more positive the consumer responses will be, i.e. the consumer will have more positive attitude toward the product, more able to identify the altruism motivation of the corporation, and have higher purchasing intention toward the product. Second, the familiarity of the cause will influence the consumer responses to CRM. The higher the familiarity is, the bet- ter feedback the consumer will have toward the corporation and the more they are willing to buy the corporation＇s product. Third, the product nature will influence the consumer responses to CRM also. Compared with the frivolous product, the consumer will have more positive responses toward the practical product during CRM. Forth, there is a significant interaction effect between fitness and familiarity. In the situation that the fitness between product and cause is higher, if the familiarity is higher, the consumer responses will be more positive. However, in the situation that the fitness is lower, the influences of familiarity on consumer responses to CRM will be less significant different. Fifth, there is a significant interaction between fitness and product nature. If the product and cause are worse-fit, the product nature will not have great impact on consumer responses to CRM. However, if the product and cause are better-fit, compared with frivolous product, practical product will have more positive consumer responses. In the end of the article, the authors present some marketing implications to the companies when they plan to launch cause-related marketing. For example, they should take the familiarity, the fitness and product nature

关 键 词：慈善营销 契合度 熟悉度 产品性质 

分 类 号：F274[经济管理—企业管理] F224[经济管理—国民经济]