企业善因营销信息透明度对消费者购买意愿影响的实证研究

摘要

根据理性行为理论，构建了善因营销信息透明度对消费者购买意愿影响的理论研究模型，运用层次回归方法验证了该理论模型。实证结果表明：善因营销信息透明度对消费者购买意愿有显著正向影响作用；消费者信任在善因营销信息透明度与消费者购买意愿之间起到部分中介作用；情境涉入度在善因营销信息透明度与消费者信任之间起到调节作用。为此，企业成功开展善因营销活动要从加大信息公开力度、增加消费者信任和提高关注度方面努力。%On the basis of the theory of reasoned action, theoretical research model of cause-related marketing information transparency influence on consumer purchase intention is built. And using the hierarchical regression , the theoretical model is validated. The results show that information transparency of cause-related marketing has a significant positive in-fluence on consumer purchase. Consumer trust play the part of mediating role between information transparency of cause-related marketing and purchase intention.The situational involvement of consumers adjusts the relationship between cause-related marketing information transparency and consumer trust. Therefore, in order to ensure cause-related market-ing to develop successfully, enterprises should strive to increase information disclosure, enforce consumer confidence, and improve awareness.