企业善因营销对消费者购买意愿的影响因素研究——基于TPB视角  

Research on the Impact of Corporate Cause Related Marketing on Consumers’Purchase Intention:Based on the Perspective of TPB

作　　者：刘军跃[1] 陈瑞[1] 李军锋[1] 孙华悦 张渊 董秋霞 LIU Junyue;CHEN Rui;LI Junfeng;SUN Huayue;ZHANG Yuan;DONG Qiuxia(College of Management,Chongqing University of Technology,Banan Chongqing 400054,China)

机构地区：[1]重庆理工大学管理学院,重庆巴南400054

出　　处：《重庆文理学院学报（社会科学版）》2023年第5期106-117,共12页Journal of Chongqing University of Arts and Sciences（Social Sciences Edition)

基　　金：重庆市社会科学规划项目“社会化电商用户的认知、情感体验与购买意愿研究”(2021NDYB062)。

摘　　要：随着社会经济的不断发展,善因营销背后的巨大价值驱使着越来越多的企业参与其中,如何有效开展善因营销是企业成功的关键。研究基于计划行为理论,构建消费者善因营销购买意愿影响因素模型,实证分析在善因营销中,影响消费者购买意愿的深层次因素。研究发现,消费者对善因营销的态度、感知主观规范(消费者对善因营销的购买所感受到的压力以及自愿遵从的动机)会正向影响消费者善因营销购买意愿;感知行为控制中自我效能感(感知做出善因营销购买行为对社会发展的有利程度)显著正向影响消费者善因营销的购买意愿,而感知障碍(感知到做出善因营销购买行为所需要付出的额外努力)对消费者善因营销购买意愿的影响不显著。With the continuous development of social economy,the great value behind cause related marketing drives more and more enterprises to participate in it.How to effectively carry out cause related marketing is the key to the success of enterprises.Based on the theory of planned behavior,a model of factors influencing consumers’purchase intention in cause related marketing was constructed,and the deep-seated factors that affect consumers’purchase intention in cause related marketing were empirically analyzed.The study found that consumers’attitudes towards cause related marketing and subjective norms of perception(the pressure consumers feel when buying cause related marketing and the motivation for voluntary compliance)positively affect consumers’willingness to buy cause related marketing;in perceived behavior control,self-efficacy(perceived favorable degree of cause related marketing purchase behavior to social development)significantly and positively affects consumers’purchase intention in cause related marketing,while perceived barriers(perceived extra effort required to make cause related marketing purchase behavior)have no significant impact on consumers’purchase intention in cause related marketing.

关 键 词：善因营销 购买意愿 计划行为理论(TPB) 态度 感知主观规范 

分 类 号：F279.23[经济管理—企业管理]