企业慈善事件促销对消费者后续购买意愿的影响

›› 2019, Vol. 31 ›› Issue (1): 126-135.

企业慈善事件促销对消费者后续购买意愿的影响

冯文婷¹, 汪涛², 秦军², 魏华³

1. 中国地质大学(武汉)珠宝学院, 武汉 430074;
2. 武汉大学组织营销研究中心, 武汉 430074;
3. 信阳师范学院教育科学学院, 信阳 464000

收稿日期:2016-10-25 出版日期:2019-01-28 发布日期:2019-01-22
通讯作者: 汪涛(通讯作者),武汉大学组织营销研究中心教授,博士生导师,博士
作者简介:冯文婷,中国地质大学(武汉)珠宝学院讲师,硕士生导师,博士;秦军,武汉大学组织营销研究中心博士研究生;魏华,信阳师范学院教育科学学院讲师,博士。
基金资助:
国家自然科学青年基金项目（71702177；71702134）；国家自然科学基金重点项目（71532011）。

The Influence of Charitable Cause Promotion on the Negative Effect of Promotion

Feng Wenting¹, Wang Tao², Qin Jun², Wei Hua³

1. Gemological Institute, China University of Geosciences(Wuhan), Wuhan 430074;
2. Research Center for Organizational Marketing of Wuhan University, Wuhan 430074;
3. School of Education, Xinyang Normal University, Xinyang 464000

Received:2016-10-25 Online:2019-01-28 Published:2019-01-22

摘要/Abstract

摘要：

本研究以归因理论为基础，通过实验法分析了慈善事件促销对消费者后续购买原价产品意愿的影响。实验1表明不同于常规促销，慈善事件促销下消费者后续购买意愿更高。实验2发现在常规促销中，折扣频率越高，消费者促销后购买意愿越低；在慈善事件促销中，折扣频率越高，促销后购买意愿越高。实验3表明在常规促销下，折扣幅度越高，消费者后续购买意愿越低；在慈善事件促销下，折扣幅度越高，消费者后续购买意愿越高。实验4发现对高声誉企业，无论常规促销或慈善事件促销，消费者促销后购买意愿并无显著性差异；而对低声誉企业，不同于常规促销，慈善事件促销下消费者后续购买意愿更高。本文为企业有效地使用慈善事件促销策略提供建议。

关键词: 慈善事件促销, 动机归因, 促销后负面效应

Abstract:

Built on attribution theory, this research investigates the influence of charitable cause promotion on the negative effect of promotion through experimental method. In study 1, the results indicate that comparing to normal marketing, charitable cause promotion will decrease the negative effect. Study 2 reveals that in the normal promotion, when discount frequency is high, the subsequent purchase intention is low; in the charitable cause promotion, when the discount frequency is high, the purchase intention is high. Study 3 reports that in the normal promotion, the higher discount level is, the lower subsequent purchase intention is; in the charitable cause promotion, the higher discount level is, the higher purchase intention is. Study 4 proclaims that the influence of charitable cause promotion on the negative effect is only significant when the corporate reputation is low. The findings in the current research provide feasible guidelines for companies to employ charitable cause promotion appropriately.

Key words: charitable cause promotion, motivational attribution, negative effect of promotion

冯文婷, 汪涛, 秦军, 魏华. 企业慈善事件促销对消费者后续购买意愿的影响[J]. , 2019, 31(1): 126-135.

Feng Wenting, Wang Tao, Qin Jun, Wei Hua. The Influence of Charitable Cause Promotion on the Negative Effect of Promotion[J]. , 2019, 31(1): 126-135.

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