善因營銷對顧客態(tài)度與購買意愿影響研究-資料下載頁
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【正文】 art and Naufel J. Vilcassim (Chicago: American Marketing Association, Winter 1995), 476481[7] Ellen, ., Mohr, . and . Charitable Programs and the Retailer: Do They Mix? [J]. Journal of Retailing. 2000, 76(3):393~406.[8] Drumwright ME. Company Advertising with a Social Dimension: the Role of Noneconomic Criteria [J]. Journal of , 60:71~87[9] Lafferty, .(1996), “Causerelated Marketing: Does the Cause Make a Difference in Consumers Attitudes and Purchase Intentions toward the Product?” Working paper, Department of Marketing, Florida State University, Tallahassee, FL[10] Kropp, F., Holden, ., and . Lavack (1999), “Causerelated Marketing and Values in Australia”, International Journal of Nonprofit and Voluntary Sector Marketing, 4(1), 6980.[11] Cui, Y., Trent, ., Sullivan, ., and . Matiru (2003), “Causerelated Marketing: How Generation Y Responds,” International Journal of Retail amp。 Distribution Management, 31, 310320The Impact of Cause related Marketing on Customers’ Attitude and Purchasing IntentionAbstractCauserelated marketing attempts to benefit panies, customers and charities by bining firm’s marketing objectives with charities. For successful operations on causerelated marketing, panies must understand the ponents which influence customer’s attitudes toward firm and purchasing intention on products. Based on 6 factors abstracted through factor analysis, structural equation model was constructed and coefficients between variables were calculated. Moreover, variance analysis was conducted for some demographic variables. It draws the following conclusions: the better customer’s attitudes are, the higher purchasing intention they have。 the most important factor impacting customers’ attitudes is the level of match between panies and charities supported, followed by involvement, donation and perceived motivation。 the factor of involvement has direct significant impact on customers purchasing intention。 Differences based on gender, education and ine are significant. Key word: Causerelated Marketing, Customer’s Attitude, Purchasing Intention附錄 善因營銷調(diào)查問卷您好！我是X大學(xué)的學(xué)生，由于學(xué)術(shù)研究所需，想了解一下您對善因營銷的看法。您的回答無所謂對錯，并且是保密的，希望能了解您的真實感受。（注意:本研究中的善因營銷不等于簡單的慈善捐贈，而是將捐贈與其產(chǎn)品推廣等營銷目標結(jié)合在一起。） 2006年，國內(nèi)某一生產(chǎn)飲料的企業(yè)從5億瓶飲料中籌集500萬元（顧客每購買一瓶飲料提取一分錢用于捐贈），與宋慶齡基金會共同成立“飲水思源”助學(xué)基金，鎖定長白山、千島湖、丹江口、萬綠湖等四個水源地，捐助當?shù)?000名貧困學(xué)生及10所學(xué)校。該企業(yè)從2001年起至今一直致力于公益事業(yè)。請根據(jù)以上情景回答下列問題（選項中，1代表非常不同意，2不同意，3有點不贊同，4無所謂，5有點贊同，6同意，7非常同意） 23. 您的性別 □男 □女 24. 您的職業(yè) □學(xué)生 □企業(yè)職員 □公務(wù)員／事業(yè)單位 □科研人員／教師 □文藝娛樂業(yè) □商業(yè)服務(wù)人員25. 您的學(xué)歷 □高中／中?；蛞韵?□大專／本科 □碩士 □博士或以上 26. 您的月收入 □1000以下 □1000—3000 □3001—6000 □6000以上* * * * * * 問卷到此結(jié)束，衷心感謝您的支持！ * * * * * * 13 / 13
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