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篇名 善因行銷與網路口碑對消費者購買意願之影響
The Effect of Cause-related Marketing And Electronic word-of-mouth on Consumer's Purchase Intention
作者 胡逸飛 南甘霖 鄭任好
中文摘要

 本研究主要探討善因行銷與網路口碑行銷在消費者網路購物時,是否會對其 目

標產品的知覺價值及購買意願產生影響。研究方法採用線上實驗法,共蒐集有 效樣
本 1546 份。研究結果指出善因行銷能顯著影響消費者對目標產品的社會性 價值;
但隨著捐款比例的增加,消費者之社會性價值會產生高原效應(Plateau effect)。此
外,善因行銷和網路口碑行銷具有顯著的交互效果,在網路口碑良好 時,不建議
使用善因行銷。
英文摘要

 This study mainly explores whether cause-related marketing and electronic

word-of-mouth marketing have an impact on the perceived value of product
and willingness to through online shopping. A total of 1546 valid samples were
collected. The main findings of the study is : cause-related marketing significantly
affect the consumer's social value of the target product. However, as the proportion
of donations increases, the social value of the consumer will have a plateau effect.
Cause-related marketing and electronic word-of-mouth marketing also have an
interactive effect.
中文關鍵詞 善因行銷、產品價值、網路口碑行銷、網路購物、購買意願
英文關鍵詞 cause-related marketing, perceived value, electronic word-of-mouth, internet shopping, purchase intention
發表日期 2018/07/02
授權狀況 已授權
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