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請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/28281
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| 題名: | 探討公益行銷對消費者購買意願之影響－以台糖公司宏都拉斯小農咖啡為例 |
| 其他題名: | Explore the Effects of Caused-Related Marketing on Consumer Purchase Intention--Take Taiwan Sugar Company's Honduras Small Farmer Coffee as an Example |
| 作者: | 楊崑堯
YANG, KUN-YAO |
| 貢獻者: | 企業管理學系非營利事業管理碩士班
李承霖;涂瑞德
LEE, CHEN-LIN;TWU, RUEY-DER |
| 關鍵詞: | 公益行銷;產品認同;產品價格;購買意願
Caused-Related Marketing;Product Identification;Product Price;Purchase Intention |
| 日期: | 2020 |
| 上傳時間: | 2022-05-11 15:05:08 (UTC+8) |
| 摘要: | 現今高度競爭的環境之下，企業的經營型態亦開始進行調整，除持續努力提升產品競爭力與深化消費者對品牌的認知之外，企業更為重視的是形象的建立與整體社會給予的評價，因此，部分企業亦開始思考如何履行社會責任成為日後的經營方針。過去諸多研究指出，消費者對企業角色的定位寄予高度期望，使的企業所有經營策略與社會整體運作有著緊密的連結，對此，當企業在思考如何肩負起社會責任時多數會結合公益行銷的方式為社會弱勢團體或者環保意向等議題給予協助並創造更多讓消費者共同參與的機會，不僅提昇企業整體形象，更可增加消費者對產品之認同度與購買意願，對於公益之對象亦可提供實質性協助，營造出三贏的局面。為此，本研究將公益行銷的觀點與消費者對於產品認同以及對購買意願是否有所影響為研究方向，並考量現實的條件下產品的售價是否對消費者購買意願產生干擾情況亦為本研究探討之重點。本研究以消費者為研究對象，探討公益行銷對消費者購買意願之影響，以產品認同為中介變項，並將產品價格作為干擾變項，問卷採用簡單隨機抽樣方法進行調查，共計發出500份，回收348份，扣除無效問卷2份，實際有效問卷為346份，整體有效問卷回收率為69.2%。研究結論整理如下：(1)公益行銷對產品認同有顯著正向影響效果；(2)公益行銷對消費者購買意願有顯著正向影響效果(3)消費者對產品認同情況下對購買意願有顯著正向影響效果；(4)產品認同對公益行銷與購買意願之間則是具有完全中介效果；(5)產品價格對產品認同與購買意願之間則無干擾之效果。 本研究依研究結果建議，企業應該主動協助與參與各類型之公益活動以提升企業整體形象，以獲得消費者某種程度的信任感，也可以讓消費者加深了解企業的經營理念、運作方式與未來發展等，同時也可建立與消費者之間友善的互動基礎，並鼓勵消費者在能力之餘下願意與企業共同參與公益活動。除此，企業更可以在推廣公益活動時帶動其他品牌商品的宣傳與特色，增進消費者對產品認同度提高之外，並且能促進消費者購買意願。
In today's highly competitive environment, companies have begun to adjust their operation styles. For example, they continue to elevate the competitiveness of their products and increase consumers' understanding of their brands. More importantly, they build favorable company images and try to obtain positive overall feedback from the society. Some companies have begun to ponder how they can fulfill their social responsibilities and incorporate them into their future management policies. Studies have shown that consumers have high expectations of companies. Thus, companies' business strategies must be closely connected to the overall operation of the society. When companies consider how they should fulfill their social responsibilities, they generally adopt the caused-related marketing method, where they offer assistance to socially vulnerable groups and engage in activities such as environmental protection to create more opportunities for consumers to participate in these activities. These efforts enhance the companies' overall image, elevate consumers' identification with the companies' products and intention to purchase them, and provide substantial assistance to public welfare targets, creating a win-win-win situation for the three parties involved. Accordingly, this study adopted the caused-related marketing viewpoint to explore whether consumers' product identification influenced their purchase intention, and whether said purchase intention was influenced by product price. This study selected consumers as its research participants and investigated the effect of caused-related marketing on consumer purchase intention, using product identification and product price as the mediating variable and moderator variable, respectively. Survey questionnaires were distributed to participants selected using the simple random sampling method. A total of 500 questionnaires were disseminated, among which 348 were recovered. Of the 348 questionnaires, 346 and 2 were valid and invalid, respectively, yielding a valid response rate of 69.2%. The survey results are as follows: (1) caused-related marketing has a significant and positive effect on consumers' product identification; (2) caused-related marketing has a significant and positive effect on consumers' purchase intention; (3) consumers' product identification has a significant and positive effect on their purchase intention; (4) product identification completely mediates the relationships between caused-related marketing and consumers' purchase intention; and (5) product price has no moderator effect on the relationships between product identification and purchase intention. According to the study results, this study recommends that companies actively help and participate in various types of public welfare activities to enhance their overall images, gain consumers' trust, and allow consumers to better understand the companies' business philosophies, operation methods, and future development plans. Such endeavors facilitate friendly interactions between the companies and consumers and encourage consumers to participate, if possible, in public welfare activities with the companies. Additionally, companies can promote their brands and products when participating in these activities, elevating consumers' identification with the products and subsequently their purchase intention. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-非營利事業管理碩士班
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