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題名：善因行銷活動對消費者認同的影響－贊助公司與非營利組織配適度的調節效果
作者：李宏隆
作者(外文)：Hong-Long Lee
校院名稱：雲林科技大學
系所名稱：管理研究所博士班
指導教授：賴其勛
學位類別：博士
出版日期：2011
主題關鍵詞：資源配置；善因行銷；配適度；消費者認同；consumer identity；fit；resources allocation；Cause Related Marketing (CRM)
原始連結：連回原系統網址new window
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善因行銷(Cause Related Marketing, CRM)起源於1981年美國運通公司在聖地牙哥為了支持藝術活動所舉辦的捐款活動，這種結合慈善與公司行銷的活動由於效果良好引起了業界與學界的注意。在先前的相關研究中主要討論公司進行CRM對於公司績效的影響。但是，對於公司進行CRM活動時資源配置方式與消費者認同的關係卻鮮少有研究加以討論。所以本研究探討公司進行CRM活動時不同的資源配置方式對消費者認同的影響。
此外、CRM宣傳也是一個重要的議題，公司需要透過宣傳來告知消費者相關訊息，以獲得消費者的支持，但先前有關CRM宣傳研究的焦點在於，CRM訊息內容對消費者的影響，卻少有研究討論訊息傳播管道對於消費者認同的影響，所以本研究也討論，不同的CRM宣傳管道對消費者認同的影響。最後本研究討論公司與非營利組織(Non Profit Organization, NPO)配適度的調節效果，本研究根據文獻的分析認為，公司進行CRM時資源配置形式與消費者認同的關係；公司宣傳CRM方式與消費者的關係，都會受公司與NPO配適度的調節。本研究透過實驗設計的方式，以公司的資源配置狀況與公司的宣傳方式為自變項，消費者認同為應變項，公司與NPO的配適度為調節變項，設計出種4組2×22的因子實驗設計，在中部某國立大學進行實驗，檢定在各種情境下消費者的認同度。
研究結果指出，不同的資源配置方式與不同的宣傳管道都會影響消費者的認同，並且其間的關係受到公司與NPO配適度的調節。因此，公司在進行CRM活動時須審慎挑選一起合辦公益活動的NPO，只要與公司配適度較高的NPO一起進行CRM活動，便可以獲得較高的消費者認同，若無法挑選，則必須透過資源配置的調整與宣傳管道的調整以爭取較高的消費者認同。
Cause Related Marketing, or CRM, originated with American Express in 1981 in San Diego with a donation campaign, which raised money for artistic sponsorship. Enormous popularity of the campaign has so powerful effects that this form of marketing attracts attentions from both academics and industries. Previous studies mainly discuss the effects of CRM on firm’s performance. However, there is little research exploring the effects of resource allocation on consumers. Thus, this study attempts to figure out how different allocation of resources has different effects on consumer’s identity when they participate in CRM campaigns.
Additionally, since communication is inevitable when companies spread CRM messages to influence their customers, a large body of the prior research discusses how the content of communicated messages influences consumers; however, there is a scant amount of studies investigating how the channel of messages communicated affect consumer identification. Thus, the current research investigates the influences of different channel of CRM communication on consumer identity. The final emphatic points of the research lies on fit between companies and non-profit organization (NPO), interfering effects of fit on companies and, effects of resources allocation on consumer identity under the condition of companies conducting CRM via sponsoring charities, and the moderating effects of the fit between companies and NPO on consumers when companies promote CRM via different channels. Accordingly, the current study discusses the interfering effects under different situations of fit. This research devises 4 kinds of 2×2 factorial experiments to test consumer identification under specific conditions.
The results of the current study show that different allocation of resources and different promotion channels will affect consumer identity respectively. The fit between companies and NPO will moderately interfere in a) the relationship between the form of resources allocation and consumer identity when companies conduct CRM via sponsoring charities, and b) the relationship between promotion channels and consumer identity when companies conduct CRM via sponsoring charities. The fit between companies and NPO will moderately interfere in the relationship between promotion channels and consumer identity when companies conduct CRM promotions.
The results also demonstrate that to win high level of consumer identification, companies are advised to be aware of their allocation of resources, to discretely deal with the promotion channels, and to carefully select the NPO co-organizing the charitable campaigns when they are engaging in CRM activities.
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臺灣人文及社會科學引文索引資料庫

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