个体vs.总体--善因营销反馈框架与自我构念对消费者反应的交互影响  

Individual vs.Aggregate--The Interaction Effect of Cause-Related Marketing Feedback Framing and Self-Construal on Consumer Response

作　　者：张安然 宋悦 Zhang Anran;Song Yue(School of Economics and Management,Xidian University)

机构地区：[1]西安电子科技大学经济与管理学院

出　　处：《营销科学学报》2024年第4期76-92,共17页Journal of Marketing Science

摘　　要：善因营销作为企业承担社会责任的一种活动,40年来始终保持着快速发展的态势。已有的善因营销研究大多着眼于活动的内容设计和广告传播,以此探究影响消费者参与意愿的因素,较少关注捐赠结果的反馈。数字技术的发展促使越来越多的企业将善因营销的捐赠结果反馈给消费者。本文基于社会认同理论和详尽可能性模型,探究了善因营销反馈框架与自我构念对消费者反应的交互影响及其内在机制与边界条件。通过两个实验研究发现,个体反馈(总体反馈)能使独立型(相依型)自我构念的消费者对企业产生更积极的态度,因为反馈框架与自我构念类型的匹配能够促进消费者对企业产生更强烈的认同感。此外,在善因营销反馈框架与自我构念对消费者反应的交互影响中,公益事件卷入度有调节作用。更具体地说,只有公益事件卷入度较高时该交互效应才存在。当公益事件卷入度较低时,独立型和相依型自我构念的消费者都对进行个体反馈的企业的态度更积极。本文首次聚焦于善因营销的捐赠反馈,开拓了关于善因营销的新的研究视角和思路,丰富了反馈框架的研究情境与理论内涵,研究结论为企业善因营销的善款捐赠反馈和沟通传播管理提供了重要的指导和建议。Cause-related marketing as a form of corporate social responsibility has grown exponentially in the last 40 years Existing research on cause-related marketing has mainly focused on its effectiveness by exploring the components and advertising factors that influence consumers participation intention,with less attention paid to the donation feedback The development of digital technology has enabled more and more companies to conduct donation feedback to consumers Based on social identity theory and elaboration likelihood model,this article explored the interaction effect of cause-related marketing feedback framing and self-construal,internal mechanism and boundary conditions With two experimental studies,we found that individual feedback(aggregate feedback)could induce independent(interdependent)consumers more positive attitude toward company This is because the matching between feedback framing and self-construal could induce higher consumer-company identification However,this matching effect was only supported for high cause involvement,but not for low cause involvement By focusing for the first time on the cause-related marketing's donation feedback,this study develops new research perspective of cause-related marketing and enriches feedback framing's research context and theoretical connotation This research also offers practical insights to managers on how to design and execute donation feedback communication for cause-related marketing campaign.

关 键 词：善因营销 反馈框架 消费者-企业认同 自我构念 公益事件卷入度 

分 类 号：F274[经济管理—企业管理] F713.55[经济管理—国民经济]