消費者認知與善因行銷對購買意願之影響

本研究旨在探討消費者認知與善因行銷對購買意願之影響，以補足研究缺口。本研究以台南地區願意購買里仁公司產品的消費者為研究調查對象，以便利抽樣，總計發放280份問卷，有效回收262份，有效回收率93.57%。施測取得資料以敘述性統計、因素分析、信效度分析、單因子變異數分析、相關分析及多元迴歸等統計方法加以分析。研究結果發現：1.消費者認知對購買意願有部分顯著正向影響。2.善因行銷對購買意願有顯著正向影響。3.消費者認知對善因行銷有顯著正向影響。4.個人背景變項中，不同職業及不同每月收入的消費者對購買意願皆呈顯著差異，不同性別、年齡、家庭狀況及教育程度則呈現無顯著差異。本研究並提出相關建議予相關業者制定行銷策略參考依據。

關鍵字

消費者認知；善因行銷；購買意願

並列摘要

The purpose of this study was to explore the impact of consumer awareness and cause-related marketing on purchase intention to complement the research gap. This study is based on the investigation of consumers who are willing to purchase products from the Leezen Company in Tainan. With a sample of 262 usable questionnaires out of total of 280, we analyzed the data with descriptive statistics, factor analysis, reliability and validity analysis, one-way ANOVA, correlation and multiple regression analysis. The results show that: 1.The relationship of consumer awareness to purchase intention appears partially significantly positive influence. 2.The relationship of Cause-Related Marketing to purchase intention appears significantly positive influence. 3.The relationship of consumer awareness to Cause-Related Marketing appears significantly positive influence. 4.As for background variables, different occupation and different monthly income of consumers express significant differences to purchase intention dimension, while different gender, different age, different family status, and different education appear no differences to purchase intention dimension. This study also proposes relevant recommendations to relevant industry players to develop a marketing strategy reference.