品牌知名度、善因配適度對善因行銷效果之影響

Abstract

隨著時代的變遷，企業社會責任越來越受到消費者的重視，甚至影響到消費者對企業的看法與購買行為，使得企業開始積極思考如何履行企業社會責任，「善因行銷」一種新型態的促銷手法，公司藉由從產品或服務中所獲得的收益，捐助固定的比例給特定的慈善團體，來達成個人或組織的目標，企業不僅可以從中獲利、善盡企業社會責任、更可以幫助需要援助的弱勢團體，消費者也因此提升對企業的正面觀感，達到一種三贏的局面。 本研究提出品牌知名度、善因配適度兩個變數，研究在何種情境下採用善因行銷能達到最大的效用，針對不同年齡受試者共發放320份問卷，分為2×4 (品牌知名度低、品牌知名度高) × (無善因行銷、配適度低、配適度高、災害救助相關議題)，共八種不同的情境，並採用不同的應變數，對善因行銷進行深入的了解。從結果可以得知：

一、採用善因行銷較不採用善因行銷更有效果 二、對善因行銷而言，高知名品牌較低知名牌更有效果 三、對善因行銷而言，善因配適度高較善因配適度低更有效果 四、採用災害救助相關議題的善因行銷對善因配適度低、善因配適度高並沒有顯著差異 五、對善因行銷而言，女性比男性更有效果 六、消費者知覺企業動機會對善因行銷產生顯著影響 七、對低知名品牌而言，採用善因行銷較不採用善因行銷更有效果 八、善因配適度高較無善因行銷能有效的提升消費者購買傾向、口碑、品牌態度、知覺品質、消費者認知公司企業社會責任。

As times change, consumer are becoming more concerned with corporate social responsibility, which also influence attitude about company and consume behaviors, hence companies start actively thinking about performing corporate social responsibility. "Cause-related marketing(CRM)" is a new form of sales promotion, which is an offer from a part of profit purchasing the firm’s products or service to contribute a specified amount to a designated cause that satisfy organizational and individual objectives, for achieving to improve corporate profit, performing corporate social responsibility, helping the worthy causes ,and influencing consumer attitude about company. Therefore, CRM achieves a win-win-win situation. This study proposed brand awareness, brand-cause fit as two independent variables to learn how to achieve maximum effect on CRM. The study used 320 questionnaires to collect data in different ages. A total of eight different scenarios are divided into 2 × 4 (low brand awareness, high brand awareness) × (without CRM, low brand-cause fit, high brand-cause fit, disaster relief related issues).This study chose different independent variables to realize CRM in depth .The main results are as follows :

First, the use of CRM is more effective than without CRM. Second, high brand awareness is more effective than low on CRM. Third, high brand-cause fit is more effective than low on CRM. Fourth, disaster relief related issues have no significant differences to high brand-cause fit and low brand-cause fit. Fifth, female is more effective than male on CRM. Sixth, perceived motivation of the firm’s support for the cause is significant on CRM. Seventh, in terms of low brand awareness, the use of CRM is more effect than without CRM. Eighth, high brand-cause fit than those without CRM can effectively enhance purchase intention, brand attitude, word of mouth,perceived quality, corporate social responsibility.