摘要
企业在决定是否宣传慈善活动时常常面临困境,既希望赢得消费者对慈善产品的购买意愿,又害怕招致负面评价。文章采用案例研究方法,探索企业慈善宣传策略哪些构成因素影响消费者购买意愿以及如何影响。研究发现:慈善宣传力度、慈善宣传媒体、慈善宣传侧重点、慈善宣传者共4个层面12个因素均能影响消费者购买意愿,并且各因素对影响消费者购买意愿的作用性不同;借助S-O-R理论,案例研究发现品牌情感在慈善宣传策略与消费者购买意愿之间发挥了中介作用。这些发现有助于企业制定合理的慈善宣传策略,通过慈善营销实现“既做公益也做效益”的目标。
Enterprises,often face dilemmas,when,deciding whether'to promote.charity.activities,hoping to win consumers purchase intention for charity-linked products while fearing negative criticism.This article adopts a case study method to explore which constituent factors.of corporate,charity promotion strategies influence consumers'.purchase,intention and how.The,research finds that 12 factors across four dimensions-charity promotion intensity,charity,promotion media,charity promotion focus,_and charity promoter-all can influence consumers'purchase intention,and the impact of each factor varies.Using the S-O-R(Stimulus-Organism-Response)theory,the case study reveals that brand affection plays a mediating role between charity promotion strategies and consumers purchase intention.These findings help enterprises.formulate reasonabie.charity promotion strategies to achieve the goal of"doing both public good and business"through charity marketing.
作者
徐娴英
程杰
陈茜
Xu Xian-ying;Cheng Jie;Chen Xi
出处
《生产力研究》
2025年第8期15-25,F0003,共12页
Productivity Research
基金
国家社会科学基金项目“道德行为互惠性助推的慈善捐赠长效机制研究”(24BGL125)。
