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产品善因适配度重要吗? 探讨广告视觉主题与消费者自我究责对善因行销广告效果的影响

【中文摘要】:善因行销为企业透过消费者每一笔消费,捐出固定比率与特殊社会议题或是非营利组织的行销

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活动,随着善因行销广告越来越普及,消费者反而对善因行销的广告产生广告怀疑,进一步质疑企业进行慈善的动机。善因行销的产品善因适配度变成为消费者判断企业动机的依据,然而产品善因适配度受到企业本身产业或是产品特性影响,又或是消费者不同产品善因适配性的判断因素,而无法只讨论产品善因适配度高的运用。本研究试图讨论何时产品善因适配性的重要性会被其他善因行销的元素所降低。
本研究以实验设计法进行,讨论产品善因适配度(高v.s.低)、平面广告视觉主题(以产品为主v.s.以善因为主)与消费者自我究责上的差异(高v.s.低)三项自变数。以2x2x2三因子设计,以回忆法诱发操弄受访者自我究责上的不同,再透过产品与善因适配度和视觉主题搭配,设计四款平面广告,并建立八种不同实验情境,观察消费者在不同情境之下对善因广告的广告怀疑、品牌态度、购买意愿的影响。
研究结果指出在产品善因适配度、视觉主题、自我究责三者具有交互影响

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的效果。消费者自我究责低,当视觉主题为善因时,产品善因适配度高对善因行销广告效果有显着影响影响;但视觉主题为产品时,产品善因适配度高对善因行销广告效果则没有显着影响。消费者自我究责高,当视觉主题为产品时,产品善因适配度高对善因行销广告效果有显着影响;但视觉主题为善因时,产品善因适配度对善因行销广告效果则没有显着影响。
【英文摘要】:Cause-related marketing (CRM) is a marketing activity that a company donates a specific amount of money to a cause or to a non-profit organization through every purchase a customer made. Although CRM has become a popular marketing strategy for companies all over the world, consumers become skeptical about the inferred motives of the companies. Product-Cause fit is an important heuristic cue for consumers to determine whether the company is altruistic or not. In this research, advertising execution style and consumer individual differences in self-accountability are proposed as two moderators of product-cause fit in advertising effectiveness of CRM.
Based on 2x2x2 factorial design, this research examines whether the impacts of product-cause fit (high v.s. low) and execution style (product-oriented v.s. cause-oriented) in adverting interact with consumer individual differences in self-accountability (high v.s. low). Product-cause fit and execution style were manipulated in ad materials while self-accountability was manipulated by a priming task. Advertising skepticism, attitudes toward the brand and purchase intention served as dependent measur

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es for advertising effectiveness.
The results indicate a three-way interaction among cause-product fit, execution style, and self-accountability on advertising effectiveness. For individual with low self-accountability, influences of high product-cause fit are significant, when being exposed to a cause-focused ad, but not significant when being exposed to a product-oriented ad. Opposite results are found with the individuals with high self-accountability.
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  • 来源:中山大学;作者:林昱婷
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