許多企業將社會責任視為公司的使命之一,並且參與公益的活動,透過善因行銷(cause-related marketing),希望能建立企業的良好形象。近年來,善因行銷在網路行銷中也形成一股風潮,因此,本研究以Yahoo!奇摩的公益拍賣網站為對象,探討消費者對購物網站所推動的善因行銷的知覺價值、消費態度及行為意圖之關係。本研究問卷發出432份問卷,有效問卷為328份。統計方法包括信度分析、效度分析、敘述性統計分析、相關分析、多元迴歸分析與路徑分析。本研究實証發現消費者對善因行銷的知覺價值對消費態度具正向顯著影響的假說,獲得部分成立,其中消費者對善因行銷的形象價值、情緒價值、心力價值的知覺對消費態度有正向顯著影響效果,以形象價值的知覺對消費態度影響最為強烈。消費者對善因行銷的知覺價值對行為意圖具正向顯著影響的假說,亦獲得部分成立。其中消費者對善因行銷的形象價值、情緒價值、心力價值的知覺對行為意圖的推薦消費意圖有正向顯著影響效果,以消費者的情緒價值的知覺對推薦消費意圖的影響,總效果最大。而在行為意圖的持續消費意圖方面,以形象價值和價格價值皆具有正向顯著影響效果,兩者的知覺對消費者持續消費意圖的影響效果相當。此外,消費者的消費態度對行為意圖具正向顯著影響的假說,亦獲得部分成立。
Many companies claim social responsibility as one of their missions and participate in cause-related marketing to impress consumers. This study examined an online charity auction on “Yahoo! Kimo” to explore the relationship among consumers’ perceived values, consumption attitude, and their behavior toward cause-related online marketing. A total of 432 questionnaires were distributed and 328 valid questionnaires were returned. This study used reliability and validity analysis, descriptive statistics analysis, correlation analysis, multiple regression analysis, and path analysis to analyze the responses. The major findings include the hypothesis of consumers’ perceived values toward cause-related marketing of online shopping positively influence their consumption attitude and behavior intention is partially confirmed. Moreover, the hypothesis of consumption attitudes of consumers toward cause-related marketing of online shopping positively impact behavior intention is also partially supported.