自我建构与善因营销信息框架对消费者响应的影响  

The Impact of Self-construal and Message Frame Matching on Consumer Response in Good Cause Marketing

作　　者：李雪欣[1] 马光波 郭辰[2] Li Xuexin;Ma Guangbo;Guo Chen(College of Business,Liaoning University,Shenyang Liaoning 110036;College of Economics and Management,Yingkou Institute of Technology,Yingkou Liaoning 115014)

机构地区：[1]辽宁大学商学院,辽宁沈阳110036 [2]营口理工学院经济管理学院,辽宁营口115014

出　　处：《沈阳师范大学学报（社会科学版）》2023年第4期91-98,共8页Journal of Shenyang Normal University(Social Science Edition)

基　　金：国家社会科学基金项目(19BGL145);辽宁省社会科学规划基金项目(L22BGL002);辽宁省教育厅基本科研项目(LJ-KMR20221867);辽宁大学亚洲研究中心亚洲问题研究项目(Y202105);沈阳市社会科学立项课题(SYSK2022-021)。

摘　　要：基于SOR理论、归因理论和社会认同理论,探究善因营销中自我建构与信息框架匹配对消费者响应的影响机制,在实验法的基础上对所提出的效应模型进行实证检验。研究发现:善因营销信息框架与自我建构之间存在着匹配效应,共情在自我建构与善因营销信息框架对消费者响应的影响中起中介作用,道德认同在自我建构与善因营销信息框架匹配消费者响应的关系中起正向调节作用。企业和公益组织要重视消费者的个人特质与善因营销信息的匹配性,充分激发消费者的共情和道德认同,实现多方共赢。Based on SOR theory,attribution theory and social identity theory,this study investigates the mechanism of the matching effect between self-construal and message framing on consumer response in cause-related marketing.The study finds that there is a matching effect between the message framing and self-construal,empathy mediates the effect of self-construal and the message framing on consumer response,and moral identity positively moderates the relationship between self-construal and the matching effect between the message framing and consumer response.The results of this study expand the research horizon of cause-related marketing,suggesting that enterprises and public welfare organizations should pay attention to the matching of consumers'personal attributes with cause-related marketing messages,and can provide theoretical suggestions and practical guidance for enterprises to enhance consumer empathy and stimulate consumers'moral identity and other marketing management behaviours.

关 键 词：自我建构 善因营销 信息框架 消费者响应 

分 类 号：F274[经济管理—企业管理]