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題 名 | Consumer Decision Making of Cause Marketing: The Role of Donation Behavior in Purchase Intention |
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作 者 | Yang, Dong-Jenn; Wu, Jay M.; Lee, Shan-Dian; | 書刊名 | Academy of Taiwan Business Management Review |
卷 期 | 2:1 民95.07 |
頁 次 | 頁30-40 |
分類號 | 496.5 |
關鍵詞 | Cause related marketing; Donation behavior; Purchase intention; |
語 文 | 英文(English) |
英文摘要 | Cause marketing has increasingly emphasized the collaboration relationship between for-profit firms and nonprofit organization (NPO) in receiving benefits from each other. The important issue of cause marketing is how to increase public donations and change attitude and behavior in favor of the advocated cause. The one of the most basic objective of for-profit firms is to increase the sales of their product/service offerings. Little empirical research is based on studies conducted in cause marketing. We examined from 134 students. We then subjected these to three situations of donation behaviors in four different conditions. Results of our analysis find the donation behavior effect purchase intention. Results also suggested that the strategy of for-profit firms should fit with the mission of NPO. |
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