從計畫行為理論探討消費者購買善因行銷商品之行為—受測者背景及公益團體熟悉度、知名度之干擾效果

《2021全球消費者洞察報告》指出，新冠肺炎的發生，強化了消費者對永續環保的關注，消費者偏好購買符合ESG價值的商品，善因行銷正是屬於此範疇的行銷手法，近年來市場上確實陸續推出各式各樣與公益相關的產品及計畫，因此懂得掌握消費者對善因行銷商品的購買行為意向是很重要的。本研究以計畫行為理論為基礎架構，探討消費者的態度、主觀規範、知覺行為控制對購買行為意向的影響，且探討受測者背景、公益團體熟悉度、受贈團體知名度對其行為意向是否有達到干擾的效果。本研究採用問卷調查法，將問卷分成A卷(高知名度公益團體)與B卷(低知名度公益團體)，研究情境為為某品牌針對自家產品所推出的善因行銷活動。透過迴歸分析探討消費者的態度、主觀規範、知覺行為控制對購買行為意向的影響，並透過層級複迴歸分析來檢定干擾變數的效果。本實驗採用線上網路問卷發放，總計發布天數為15天，共回收571份有效問卷。研究結果發現: 1. 態度、主觀規範、知覺行為控制皆顯著影響消費者購買CRM商品之行為意向 2. 延續上述，其影響行為意向的程度為「知覺行為控制>態度>主觀規範」 3. 受測者背景在消費者購買善因行銷商品之行為意向會產生干擾效果 4. 公益團體熟悉度在消費者購買善因行銷商品之行為意向會產生干擾效果 5. 受贈團體知名度在消費者購買善因行銷商品之行為意向會產生干擾效果

關鍵字

計畫行為理論；善因行銷；消費者行為

並列摘要

According to the 2021 Global Consumer Insights Report, the outbreak of COVID-19 has reinforced consumers' concerns about sustainability and their preference for goods that meet ESG values. Caused-related Marketing is a marketing method that falls into this category. In recent years, a variety of Caused-related products and programs have been launched in the market. Therefore, it is important to understand the consumer's purchasing behavior for Caused-related Marketing goods. This study uses the theory of planned behavior to explore the influence of consumer attitudes, subjective norms, and perceived behavioral control on purchase behavior intentions. It also explores whether the background of the testers, familiarity with nonprofit groups, and reputation with nonprofit groups have the effect of moderating with their behavior intentions. In this study, the questionnaire was divided into A (high- reputation nonprofit group) and B (low- reputation nonprofit groups). The research scenario is a public welfare marketing campaign launched for a brand for its own products. And the influence of consumer attitudes, subjective norms, and perceived behavioral control on purchase behavior intention was discussed through regression analysis, The effect of the moderating effect is verified by hierarchical complex regression analysis. This experiment was distributed using an online questionnaire, with a total of 15 days of publication, and a total of 571 valid questionnaires were recovered. The results of the study found: 1. Attitudes, subjective norms, and perceived behavioral control all significantly affect. consumers' intention to purchase the CRM goods. 2. Continuing the above, the degree to which behavioral intention is affected" perceived behavioral control > attitude > subjective norms". 3. The background of the testers in the consumer's intention to purchase Caused-related Marketing goods will have the moderating effect. 4. Familiarity with nonprofit groups in the consumer's intention to purchase Caused- related Marketing goods will have the moderating effect. 5. Reputation with nonprofit groups in the consumer's intention to purchase Caused- related Marketing goods will have the moderating effect.