企業善因事件策略主軸、利己利他之溝通效果：全通路整合設計之實驗

The communication effect of business cause-related event　strategies, egoism and altruism: An omni-channel experiment

陳佳筠(Jia-Yun Chen)

指導教授 ： 林心慧

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2021年)

摘要

善因行銷(Cause-related marketing)在過去30年中迅速發展，而近幾年公眾對企業社會責任的關注度提高，企業在善因行銷的策略上更加積極主動，並影響消費者的購買決策，對品牌產生積極影響，但過往善因行銷形式單一，且單純利他主義缺少利己主義。因此，本研究結合事件行銷及善因行銷，利用不同的策略主軸、利他主義及利己主義，在品牌認同的調節作用下，探討對消費者數位參與、態度忠誠及行為忠誠的影響。
本研究以實驗法採三因子多變量變異數分析(3-Way MANOVA)，針對3策略主軸（明星代言、專家代言、合作夥伴），2利他主義（社會性捐贈、經濟性捐贈）以及2利己主義（社會性獎勵、經濟性獎勵），三個變數進行操弄，再加上調節變數2品牌認同（高、低），並完成395份有效問卷蒐集。
經實證分析結果，歸納出四大面向9個要點，提供企業行銷策略參考：
一.善因事件行銷聯名策略：「運用明星代言或合作夥伴聯名策略，提高消費者數位參與」、「運用明星代言或合作夥伴聯名策略，增強高品牌認同消費者之態度忠誠及行為忠誠」。
二.善因事件行銷活動捐贈設計：「運用社會性捐贈設計，提高消費者數位參與、態度忠誠及行為忠誠」、「運用社會性捐贈設計，提高低品牌認同消費者之行為忠誠」、「運用經濟性捐贈設計，增強高品牌認同消費者之消費者數位參與及行為忠誠」。
三.善因事件行銷活動消費者回饋設計：「運用經濟性獎勵回饋，提高消費者數位參與、態度忠誠及行為忠誠」。
四.善因事件行銷活動推廣設計：「運用三個策略主軸搭配社會性捐贈、經濟性獎勵提高消費者數位參與」、「運用三個策略主軸搭配經濟性捐贈、經濟性獎勵提高消費者之態度忠誠」、「運用三個策略主軸搭配社會性捐贈、經濟性獎勵提高消費者之行為忠誠」。

關鍵字

善因事件行銷 ； 消費者數位參與 ； 商店品牌忠誠 ； 品牌認同

並列摘要

Cause-related marketing (CRM) has grown exponentially in the last 30 years. In recent years, public attention to Corporate social responsibility has increased, and companies have become more proactive in their cause-related marketing strategies to influence consumers' purchasing decisions and create a positive impact on their brands. Therefore, this study combines event marketing and cause-related marketing to investigate different strategic, altruism and egoism under the moderating brand identity, effect on consumers' digital engagement, attitudinal loyalty and behavioral loyalty.
In this study, the 3-Way multivariate analysis of variance (3-Way MANOVA) was adopted by the experiment method. Three variables were manipulated, including 3 strategies (celebrity endorsement, expert endorsement, partner), 2 altruism (social donation, economic donation), and 2 egoism (social incentive, economic incentive). Plus the moderating variable, 2 brand identity (high, low). And it’s completed 395 valid samples collected.
By empirical results, summarized four for 9 point, providing business owners as brand marketing strategy reference:
1.Cause-related event marketing co-branding strategy: "Use celebrity endorsement or partner co-branding strategy to increase consumers' digital engagement" and "Use celebrity endorsement or partner co-branding strategy to enhance the attitude and behavior loyalty of consumers with high brand identity ".
2.Donation design for Cause-related event activities: "Use social donation to enhance consumer digital engagement, attitudinal loyalty and behavioral loyalty"; "Use social donation to enhance consumer behavioral loyalty of low brand identity consumers"; "Use economic donation to enhance consumer digital engagement and behavioral loyalty of high brand identity consumers".
3.Consumer feedback for Cause-related event campaigns: "Use financial incentives to increase digital engagement, attitudinal loyalty and behavioral loyalty".
4.Cause-related event marketing design: "Use three strategic with social donations and financial incentives to increase consumers' digital engagement ", "Use three strategic with financial donations and financial incentives to increase consumers' attitude loyalty", "Use three strategic with social donations and financial incentives to increase consumers' behavioral loyalty".

並列關鍵字

Cause-related event marketing ； Digital Customer Engagement ； Loyalty of store brand ； Brand identification

參考文獻

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英文參考文獻

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