善因营销产品类型和捐赠额度对消费者购买意愿的影响  

Research on the Influence of the Product Type and Donation Magnitude on Consumers’Purchase Intention in the Cause-Related Marketing

作　　者：程春[1] CHENG Chun(School of Management,Yang’en University,Quanzhou,Fuijan 362014)

机构地区：[1]仰恩大学管理学院,福建泉州362014

出　　处：《武夷学院学报》2025年第3期67-73,共7页Journal of Wuyi University

基　　金：福建省软科学项目(2019R0095)。

摘　　要：运用实验法,对善因营销中产品类型和捐赠额度以及二者的交互作用对消费者购买意愿的影响进行分析,采用2×2组间设计搜集数据,并对假设进行验证。最终得出以下结论:产品类型对购买意愿有显著的正向影响,享乐型产品对购买意愿的积极作用高于实用型产品;捐赠额度对购买意愿产生显著的正向影响,高捐赠额度对购买意愿的积极作用高于低捐赠额度;产品类型和捐赠额度存在交互效应,享乐型产品提高捐赠额度对消费者购买意愿提升具有显著的正向影响,而实用型产品提高捐赠额度对消费者购买意愿的提升不明显。在此基础上,文中为管理实践提出一些有益的启示。Aiming at the problem of poor prediction accuracy of the model due to the lack of effective analysis of customer state transition probability,a dynamic customer relationship Markov prediction model for enterprise management is proposed.This paper uses the experimental method to analyze the influence of product type and donation magnitude as well as the interaction between them on consumers’purchase intention in the cause-related marketing,and collects data by using 2×2 groups to collect data and verify the hypothesis.Finally,the following conclusions are drawn:product type has a significant positive effect on purchase intention,and hedonic products have a higher positive effect on purchase intention than practical products.The donation magnitude has a significant positive effect on the purchase intention.The positive effect of high donation magnitude on the purchase intention is higher than that of low donation magnitude.There is an interactive effect between the product type and the donation magnitude.The increase of the donation magnitude for hedonic products has a significant positive effect on the improvement of consumers’purchase intention,while the increase of the donation magnitude for practical products has no significant effect on the improvement of consumers’purchase intention.On this basis,this paper puts forward some useful inspirations for management practice.

关 键 词：善因营销 产品类型 捐赠额度 购买意愿 

分 类 号：C939[经济管理—管理学]