CONSUMER CHOICE BEHAVIOR IN CAUSE-RELATED MARKETING: WHO CARES MORE?

消費者在善因行銷的選擇行為：誰比較在乎？

劉秀雯(Hsiu-Wen Liu) ； 張純端(Chun-Tuan Chang)

《品質學報》 25卷1期 (2018/02) Pp. 38-53

https://doi.org/10.6220/joq.201802_25(1).0003

摘要

Cause-related marketing (CRM), in which money is donated to a charity each time a consumer makes a purchase, has become a major corporate philanthropic practice in recent years. This research explores consumer preferences regarding different types of product-cause fit, and examines the antecedents of social cause preferences. The study adopts a choice-based conjoint analysis with a hierarchical Bayesian approach in order to consider the impacts of individual differences on choice behavior. The results suggest that while consumers favor a high-fit cause over a low-fit cause, they favor a low-fit cause and a cash rebate almost equally. Consumer heterogeneity in cause preference can be explained by gender, deal proneness and social consciousness. For females, a lower level of deal proneness and high level of social consciousness enhance their preferences for CRM. This paper concludes with a discussion of the managerial implications of these findings.

關鍵字

cause-related marketing ； gender ； deal proneness ； social consciousness ； hierarchical Bayesian conjoint analysis

並列摘要

善因行銷已經逐漸成為各大企業實踐企業社會責任的選項之一，在此善因行銷活動中，企業承諾從消費者的購買營利中回饋一部分金額或物資給不同的組織或慈善團體。本研究旨在探討消費者的對不同適配度的善因偏好，以及善因偏好受到個人差異變數影響的程度。本研究透過層級貝氏聯合分析法來探討性別與個人特質對消費者選擇行為之影響。研究的結果顯示：(1)高配適度的善因方案優於低配適度的善因方案；(2)低適配度善因方案與現金回饋方案沒有差異；(3)性別、促銷傾向與社會關懷意識會影響對善因的偏好─女性、低促銷傾向與高社會關懷意識會提升對善因行銷的偏好。最後本研究針對研究發現與管理意涵進行討論。

並列關鍵字

善因行銷 ； 性別 ； 促銷傾向 ； 社會關懷意識 ； 層級貝氏聯合分析方法

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