企业公益营销的匹配度对消费者购买意愿的影响

企业公益营销的匹配度对消费者购买意愿的影响(论文16000字)
摘    要
    近些年来，很多企业渐渐接触到公益活动，对公益活动也越来越重视了。消费者对企业的社会贡献率的认可度将会大大的影响企业以及其日后发展。企业更加积极去寻找兼顾社会责任和自身利益的营销方法，努力在消费者心中树立积极健康的形象。公益营销的匹配度与消费的购买意愿存在正向显著关系；即企业与消费的匹配度越高消费者的购买意愿越强烈，可以维护好原有的顾客保证客户的忠诚度；消费者与公益事项的匹配度越高消费者的购买意愿也越强烈，这种可以让消费者有一种自我价值、自我责任在里面也会增加自身的购买几率；同时企业与公益事项的匹配度越高，会加大消费者对企业的信任，从而加大消费者对其企业产品的信任自然而然的就加大了消费者的购买几率。企业意在满足了自身发展需要又帮助社会从而形成良好的企业形象，帮助企业形成双赢的结果。
本文结合以前学者的文献研究，运用SPSS16.0软件对有关企业营销活动的匹配度、消费者的态度以及消费者的购买意愿三者的关系数据进行相关分析。本文以公益营销活动匹配度作为自变量，以消费者态度作为中介变量，以消费者购买意愿作为因变量，以这三个量构建研究模型以此模型来分析这三者之间的关系。
通过对公益营销的匹配度、消费者态度和购买意愿三者的关系进行分析在根据分析结论对企业开展公益活动实施公益营销策略提出相应的建议。 

关键词： 公益营销匹配度，消费者态度，购买意愿
 
The matching degree of enterprise cause marketing consumer purchase intention
ABSTRACT
In recent years, many enterprises gradually comes into contact with the public welfare activities, to public welfare activity is becoming more and more attention. Consumer recognition of corporate social contribution rate will greatly affect enterprise and its development in the future. Enterprise more active to find balance between social responsibility and marketing methods of its own interests, efforts to establish positive and healthy image in the consumers' mind. The matching degree of public marketing and consumer purchase intention has positive significant relationship; The matching degree of enterprise and the consumer, the higher the purchase intention of consumers, the more intense, can maintain good existing customers to ensure customer loyalty; Consumers and the matching degree of public issues, the higher the purchase intention of consumers are more intense, this can let the consumer has a self worth and self responsibility in it will increase their chance to buy; At the same time the enterprises and the public welfare items matching degree is high, will increase the trust of the consumer to the enterprise, and increasing consumer trust in its enterprise product naturally has increased the risk of the buyer. Enterprises to meet their development needs and help society to form a good corporate image, help enterprises to form a win-win result.
In this paper, combined with the literature research of former researchers, using SPSS16.0 software compatibility to the related enterprise marketing activities, consumer attitudes and purchase intention of consumers we analyze the relationship of data. Based on the matching degree of cause marketing activities as independent variable, consumer attitudes as intermediary variables, on consumer purchase intention as dependent variable, to the three research model to build model to analyze the relationship between the three.
Through the matching of cause marketing degree, the relationship between consumer attitudes and purchase intention is analyzed in according to the analysis conclusion to the enterprise to carry out public welfare activities cause marketing strategy put forward corresponding Suggestions.

KEYWORDS：cause marketing compatibility, consumer attitudes and purchase intention
 
目    录
1 绪论    1
1.1 研究背景    1
1.2 研究意义与目的    2
1.2.1 研究意义    2
1.2.2 研究目的    2
1.3 研究思路    3
1.4 研究内容    3
1.5 研究方法    3
1.6 研究思路    4
1.7 创新之处    4
2 文献综述与理论基础    6
2.1 公益营销定义    6
2.2 公益营销的成效    7
2.2.1 企业角度    7
2.2.2 消费者角度    7
2.2.3 社会（包括慈善机构）    7
2.3 消费者态度及购买意愿    8
2.3.1 消费者态度    8
2.3.2 购买意愿    9
2.4 公益营销匹配度对消费者购买意愿的影响    10
3 研究模型的建立与假设提出    12
3.1 概念模型    12
3.2 研究假设    13
3.3 测量变量    13
4 数据统计分析与假设检验    15
4.1 抽样设计    15
4.2 描述分析    15
4.3 信度分析    16
4.4 效度分析    17
4.5 检验分析    22
4.6 结论    29
5 总结与建议    30
5.1 总结    30
5.2 建议    30
5.2.1 企业努力增加公益营销的可信度    30
5.2.2 企业应保证公益营销活动中产品的质量    31
5.2.3 活动前制定完善的活动策划    31
5.2.4 在大环境下不断提高公民的公益营销意识    31
参考文献    32
后    记    33