公益事项属性与中国消费者购买意愿关系实证研究

第21卷第5期2008年10月管　理　科　学

JOURNALOFMANAGEMENTSCIENCESVol.21No.5

October,2008

公益事项属性与中国消费者

购买意愿关系实证研究

侯俊东,杜兰英,李剑峰

华中科技大学管理学院,武汉摘要:在规范理性和经济理性的双重驱动下,越业开善销活动。者购这一问题,开发了一套测量影响消费者购买意愿的益事属,汉两所高校的随机调查,分别回收了178份和,响,并运用结构方程模型检验了公益事项的这些属性与,消费者可参与公益事项程度、品牌与公益事项匹配度、、企业产品与公益事项一致性和公益事项可接近程度5个属性对消费者购。

关键词:公益事项属性;消费者购买意愿;善因营销;因子分析;结构方程模型中图分类号:F713.5文献标识码:A文章编号:1672-0334(2008)05-0089-09

EmpiricalStudyonRelationshipbetweenCause′sAttributesandConsumer′sPurchaseIntentioninChina

HOUJun2dong,DULan2ying,LIJian2feng

CollegeofManagement,HuazhongUniversityofScienceandTechnology,Wuhan430074,ChinaAbstract:Underthedualdriveofinstitutionalrationalityandeconomicalrationality,moreandmorefirmsbegintodeveloptheformofcause2relatedmarketing(CRM)programs.However,whetheranytypeofcauseafirmdonatestocanequallyinfluenceconsumer′spurchaseintentionornot?Baseonthisproblem,thisresearchdevelopsascaleformeasuringthecause′sattributesinfluencingconsumer′spurchaseintention,andcollects178and376validrespondentsthroughquestionnairesurveyintwouniversitiesinWuhanrespectively,theap2proachesoftheexploratoryfactoranalysis(EFA)andconfirmatoryfactoranalysis(CFA)areusedtoextractandvalidatethekeyattributesinfluencingconsumer′spurchaseintention,andthenstructuralequationmodelisemployedtotesttherelationshipbetweentheseattributesofacauseandconsumer’spurchaseintention.There2sultsshowthefiveattributesincludingthedegreeofcause′sparticipationforconsumer,fitbetweenthebrandandthecause,causeimportance,congruencebetweenthefirm′sproductandthecause,causeproximitycanimpacttheconsumers′purchaseintentionsignificantly.

Keywords:cause′sattributes;consumer′spurchaseintention;cause2relatedmarketing;factoranalysis;structuralequationmodel

　收稿日期:2008-05-21　　修返日期:2008-09-23

　基金项目:湖北省社会科学基金(2007014)

　作者简介:侯俊东(1980-),男,湖北安陆人,华中科技大学管理学院博士研究生,研究方向:非营利组织营销、战略管理

等。E2mail:houjundong@