善因可信度如何提升善因行銷效益:善因行銷活動態度與自我意識之角色

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/51445

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51445

Title:	善因可信度如何提升善因行銷效益:善因行銷活動態度與自我意識之角色 How Does Cause Credibility Enhance the Effectiveness of Cause-related Marketing? The Roles of Cause-related Marketing Attitude and Self-construal
Authors:	蔡名婕
Contributors:	國際貿易學系
Keywords:	善因可信度善因行銷活動態度購買意願自我意識 cause credibility cause-related marketing attitude purchase intention self-construal
Date:	2022
Issue Date:	2023-03-09 10:56:53 (UTC+8)
Abstract:	本研究的主要目的在探討善因可信度、善因行銷活動態度、購買意願之關係以及自我意識之干擾效果。本研究採用實驗法，以市面銷售的果汁及果菜汁為善因行銷產品，研究程序分為預試及正式研究兩個階段，皆以大學生為樣本，預試篩選出正式研究所需的3家慈善機構、善因行銷產品及3個品牌。預試回收有效樣本為30份。在正式研究時，以製作廣告傳單顯示虛擬情境，採用3家品牌(波蜜、每日C、美粒果)，3家慈善機構(伊甸社會福利基金會、家扶基金會、兒福聯盟)，共計9種實驗情境，每情境樣本數各為30人，共計發放315份問卷，有效回收270份問卷。研究結果顯示(1)善因可信度正向影響善因行銷活動態度；(2)善因行銷活動態度正向影響購買意願；(3)善因可信度正向影響購買意願；(4)善因可信度經由善因行銷活動態度之中介正向影響購買意願；(5)自我意識不會正向干擾善因可信度對購買意願的正向影響。本研究發現在理論及管理實務上的意涵，同時對於未來的研究方向提出建議。 This study was to examine the relationship among cause credibility, cause-related marketing attitudes, purchase intention, and the moderating effect of self-construal. The study used the experiment design and was conducted by two stages: a pretest and a main experiment. The samples were college students. A valid sample of 30 was collected in the pretest. In the final experiment, we used a direct mail stating the fictitious situation with scanned pictures. We used 3 brands and 3 charities to form 9 (3 x 3) fictitious situations. Each situation was assigned to 50 samples. Total of 315 copies were distributed, with 270 valid samples of effective questionnaires were collected. The results show that (1) credibility positively influences cause-related marketing attitudes; (2) cause-related marketing attitudes positively influences purchase intention; (3) cause credibility positively influences purchase intention; (4) credibility positively influences purchase intention through the mediation of a cause-related marketing attitudes; and (5) self-construal did not moderate the effect of cause credibility on purchase intentions. Finally, this research discusses the implications of our findings in theory and managerial practice with suggestions for future research.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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