善因营销有效吗？——一个基于消费者心理授权理论的研究  

Is Cause-related Marketing Effective？ ---A Study Based upon Psychological Empowerment Theory

作　　者：樊庆磊[1] 赵成栋[1] 林升栋[1] 柯学[2] 

机构地区：[1]厦门大学新闻传播学院,厦门中国361005 [2]厦门大学管理学院,厦门中国361005

出　　处：《现代广告》2013年第21期50-55,共6页Modern Advertising

基　　金：本研究受到国家自然科学基金青年项目《食品安全事件对公众食品消费决策的影响研究：基于恐怖管理的视角》（项目号：71102098）资助.柯学为本文的通讯作者,Email：[e-mail].

摘　　要：近年来，捐赠营销在我国被大量运用且形式多样，既有陈光标的暴力慈善，也有加多宝的雪中送炭，故其效果值得深入研究。国外研究关注捐赠类型（如有无条件）、捐赠情境（如灾难与常规性情境）对消费者的影响以及动机归因的中介作用。但本研究根据中国企业捐赠个案，设计了一个2（捐赠情境：灾难性／常规性）×3（捐赠类型：无条件捐赠／善因营销予以证明／善因营销不予证明）的实验，并引入消费者心理授权作为新的中介进行探索。研究发现：常规性情境下，无论是否给予证明，善因营销都比无条件捐赠效果更好；灾难性情境下，与善因营销给予证明和无条件捐赠比，善因营销不予证明效果更好。此外，本研究的最大理论贡献还在于揭示了消费者心理授权只在常规性情境下才起中介作用。Donation marketing has been used widely in China. There are a variety of types, including Jiaduobao＇s donation in Wenchuan Earthquake and Chen Guangbiao＇s violent charity. Yet, numerous researches have focused on the effect of donation types and donation situations on consumer judgment and the mediating effect of motivation attribution. In this study, a 2 （donation situations： routine VS disastrous） x3 （donation types： unconditional, cause-related marketing without certificate, cause- related marketing with certificate） experimental design was adopted and consumer psychological empowerment was measured as a new mediator. It has been found that in routine situations cause-related marketing with or without certificate is always better than unconditional donation, but in disastrous situations cause-related marketing with certificate and unconditional donation are better than caused-related marketing without certificate. Moreover, this research implies that psychological empowerment serves as a mediator only in routine situations.

关 键 词：捐赠类型 捐赠情境 心理授权 消费者购买意愿 

分 类 号：F279.23[经济管理—企业管理]