摘要
“善因营销”作为一种新型的战略营销模式，有效地整合了企业的社会责任和经营业绩，促进了企业的发展和社会的进步。但中国企业采取这种策略往往未能达到预期效果。本文选取了四个善因营销因素作为自变量：企业可信度、企业与公益事项的匹配度、捐赠方式和公益宣传，运用SPSS软件进行分析，研究发现，企业善因营销对顾客参与意愿和顾客购买意愿均有显著的正向影响，企业可信度、企业与公益事项的匹配度、捐赠方式和公益宣传对顾客参与意愿均具有显著的正向影响，且顾客参与意愿对顾客购买意愿有显著的正向影响，从而为企业管理者制定善因营销提出建议，帮助企业更好的实施善因营销。
关键词： 善因营销；顾客参与；购买意愿
Abstract
As a new strategic marketing mode, "cause-related marketing" effectively integrates the social responsibility and business performance of enterprises, and promotes the development of enterprises and social progress. However, Chinese enterprises often fail to achieve the expected results by adopting this strategy. This paper selects four cause-related marketing factors as independent variables: enterprise credibility, the matching degree between enterprises and public welfare matters, donation methods and public welfare publicity. Using SPSS software to analyze, it is found that enterprise cause-related marketing has a significant positive impact on customer participation and purchase intention, enterprise credibility, the matching degree between enterprises and public welfare matters, donation methods and public welfare publicity have a significant positive impact on customer participation intention, and customer participation intention has a significant positive impact on customer purchase intention, so as to make suggestions for enterprise managers to formulate cause-related marketing and help enterprises better implement cause-related marketing.
Key words： Cause-related Marketing; Customer Participation; Purchase Intention
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