罪恶感诉求与产品类型对善因营销的影响  

The Effects of Guilt Appeals and Product Types on Cause-Related Marketing

作　　者：白琳[1] 陈绘雯[1] 

机构地区：[1]安徽大学商学院,合肥230601

出　　处：《商业研究》2015年第4期128-133,共6页Commercial Research

基　　金：教育部社科研究基金青年项目"中国消费者自我赠礼动机及行为研究";项目编号:11YJC630002;安徽大学青年科学研究基金项目"我国消费者民族中心主义市场细分研究";项目编号:SKQN1001;安徽大学研究生学术创新研究项目"罪恶感诉求对善因营销广告效果影响研究";项目编号:yfc100278

摘　　要：本文以企业积极开展善因营销活动、承担社会责任的营销行为为研究对象,通过设计不同实验组对罪恶感诉求及产品类型对善因营销效果影响机理进行实证检验。研究发现强调罪恶感诉求的营销效果更为显著,而且罪恶感诉求与产品类型具有显著交互作用;在善因营销活动中推广不同类型的产品,需匹配适宜的罪恶感诉求方式;当产品类型为实用型时,强调罪恶感诉求方式能收获更好的营销效果;当产品类型为享乐型时,不强调罪恶感诉求的营销方式更佳。Focusing on cause- related marketing activities and marketing behavior of social responsibility,the paper empirically tests the effect mechanism of guilt appeals and product types on cause- related marketing by conducting different experimental groups. The result indicates that a guilt appeal ad will be more effective,and there is an interaction between guilt appeals and product type; promoting different types of product should take guilt appeals into account in CRM activities. A guilt appeal ad will be the most effective when applied to a practical product; while a non- guilt appeal ad will be the most effective for a hedonic product.

关 键 词：罪恶感诉求 消费罪恶感 善因营销 产品属性 购买意愿 

分 类 号：F274[经济管理—企业管理]