摘 要
在市场竞争日趋激烈的今天，越来越多的企业意识到，要增强消费者的购
买意愿，仅靠传统的营销方式是远远不够的。善因营销日渐受到了国内外企业
和学者的广泛关注。企业想要通过实施善因营销对购买意愿产生积极影响，必
须在把握消费者感知的基础上，制定出企业善因营销策略，促进消费者购买。

本文立足于相关文献，概括出了企业善因营销、购买意愿和消费感知的主
要内容，又基于消费者感知进行研究，分析了企业善因营销影响购买意愿的作
用机理,设定了企业善因营销的四大属性。另外，对购买意愿进行深入分解，通
过心理认知、行为初次选择和行为深度认可反映出来。按照以上指标进行问卷
设计，调查了消费者对企业善因营销的评价和善因营销对购买意愿的影响。

本文应用 SPSS 统计软件对问卷调查的数据进行相关分析。研究发现，企业
善因营销对消费者购买意愿有影响。企业善因营销的四个因子与消费者购买意
愿是正相关关系，其中宣传管理与消费者购买意愿的正相关关系最强，同时企
业加强在善因事项介入度、产品及品牌匹配性和企业的动机方面的工作也能获
得消费者的认可；消费者购买意愿的三个因子与企业善因营销存在较弱的正相
关性；企业善因营销与消费者购买意愿存在显著正相关；不同年龄段的消费者
在企业善因营销上不存在显著性差异，但是在消费者购买意愿上存在差异，年
龄越轻的消费者因企业善因营销而产生的购买意愿越强；不同教育程度的消费
者在企业善因营销上也不存在显著性差异愿意，但是在消费者购买意愿上存在
差异，其中初中以上比初中及以下的消费者的购买意愿更强。不同年经济收入
的消费者在企业善因营销和消费者购买意愿上均不存在显著性差异。本文最后
根据问卷调查结果，对企业提出了相应的建议。

关键词：企业善因营销，购买意愿，消费者感知III
A Study on Cause-related Marketing’s influence to
Purchase Intention based on Consumer Perception
Abstract
With the tendency of harder market competition, many enterprises come to realize that it is
not enough to rely merely on tradition marketing way to increase Purchase Intention. CRM begins
to receive more attention from the Scholars and the enterprises home and abroad. With a view to
having a positive influence to Purchase Intention by means of CRM, the enterprises have to work
out the strategy of Cause-related Marketing to stimulate the Purchase Intention.
The article summarizes the main component of CRM, Purchase Intention and Consumer
Perception, that is established in the related documents. It analyzes the mechanism of action, how
CRM influence to Purchase Intention based on the research to Consumer Perception and creates
the relation model on that fundament. The four primary properties of Cause-related Marketing are
set. Otherwise, feedbacks are obtained by deep analyze on Psychological cognition, First choice
behavior, Depth recognition behavior. Questionnaire design is made on the basis of the above
mentioned index that aimed at having a better understand to the consumers’ evaluation on Cause-
related Marketing and the influence of Cause-related Marketing on Purchase Intention.
The article carries out analysis by applying SPSS statistical software. The result shows that
CRM does have an effect on Purchase Intention. The four primary properties of CRM are positive
correlated to Purchase Intention, in which the administration to publicity of CRM is the most
closely positive correlated one. Meantime, the efforts on strengthening the intervention of CRM,
product and brand matching and enterprises’ motive could gain recognition from the consumers.
The primary three properties of Purchase Intention have weak positive correlation to CRM, which
is strongly positive correlated to Purchase Intention. The consumers in different age stage do not
have significant difference on CRM, but have some on Purchase Intention. The younger consumers
have the stronger Purchase Intention because of CRM. The consumers in different education level
have the same situation, which is only different on Purchase Intention. The consumers above of
junior high school is stronger than the below ones on Purchase Intention. The consumers in
different annual income are not distinct from each other, both on CRM and Purchase Intention. The
article will make suggestions to the enterprises according to the result from investigation.
Key words: Cause-related Marketing, Purchase Intention, Consumer Perception目 录
1 绪论... 1
1.1 选题背景 ....... 1
1.2 研究意义 ....... 2
1.2.1 理论意义......... 2
1.2.2 现实意义......... 3
1.3 研究内容、方法和思路....... 3
1.4 可能的创新点 ........... 5
2 文献回顾和评价...... 6
2.1 企业善因营销的各属性对购买意愿的影响 ......... 6
2.1.1 企业善因营销动机 .... 6
2.1.2 企业品牌与善因事项的匹配性 ....... 6
2.1.3 消费者对善因事项及慈善机构的介入度... 7
2.1.4 企业对善因活动的宣传管理 7
2.2 消费者对企业善因营销的态度...... 8
2.3 影响消费者感知的因素....... 9
2.4 质疑企业善因营销的相关研究.... 10
2.5 文献评价 ..... 10
3 基于消费者感知的企业善因营销影响购买意愿的理论分析. 11
3.1 企业善因营销、购买意愿、消费者感知 ........... 11
3.1.1 企业善因营销 .......... 11
3.1.2 购买意愿....... 13
3.1.3 消费者感知... 14
3.2 企业善因营销影响购买意愿作用机理.... 15
3.2.1 感知 ... 15
3.2.2 归因 ... 16
3.2.3 态度 ... 173.3 关系模型构建 ......... 18
4 基于消费者感知的企业善因营销、购买意愿指标设计......... 20
4.1 指标设计思路和原则......... 20
4.2 企业善因营销指标设计..... 21
4.2.1 消费者感知的企业动机...... 22
4.2.2 消费者感知的产品及品牌与善因事项的匹配性23
4.2.3 消费者对善因事项介入度.. 25
4.2.4 企业对善因营销的宣传管理.......... 27
4.3 购买意愿指标设计. 28
4.3.1 心理认知....... 29
4.3.2 初次选择....... 30
4.3.3 深度认可....... 30
5 消费者感知的企业善因营销影响购买意愿的实证分析......... 33
5.1 样本选择与处理方法......... 33
5.2 描述性统计分析..... 33
5.3 因子分析 ..... 34
5.3.1 企业善因营销进行因子分析.......... 34
5.3.2 消费者购买意愿因子分析.. 35
5.4 相关分析 ..... 35
5.5 回归分析 ..... 36
5.5.1 善因营销四个因子与消费者购买意愿的回归分析........ 36
5.5.2 善因营销与消费者购买意愿的回归分析. 37
5.6 单因素方差分析..... 37
5.6.1 年龄对企业善因营销和消费者购买意愿的单因素分析 37
5.6.2 教育程度对企业善因营销和消费者购买意愿的单因素分析 ... 39
5.6.3 年经济收入对企业善因营销和消费者购买意愿的单因素分析 ........... 41
6 研究结论与展望.... 43
6.1 研究结论 ..... 436.2 建议.. 44
6.3 研究不足与展望..... 45
参考文献........46
附录A 消费者对企业善因营销的评价及购买意愿问卷调查表.......49
附录B 描述性统计分析结果.....53
附录C 企业善因营销主成分分析结果.55
附录D 消费者购买意愿指标主成分分析结果62
附录E 相关性分析结果..69
附录F 企业善因营销与消费者购买意愿的回归分析结果...70
致 谢.........721