Is Monetary Donation Good? Influences of Product-Cause Fit and Product Type on Selection of Donation Type
| Autor: | Yi Feng Huang, 黃翊峰 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 In recent years, the concept of Corporate Social Responsibility (CSR) has became popular in Taiwan. Cause-Related Marketing (CRM) is one way to fulfill CSR. CRM allows companys to satisfy their goals for profitability and charity at the same time. Unfortunately, marketers can not expect the outcome of CRM because the results are contingent on variables such as product type and product-cause fit. This study explores whether donation type matters in consumer choice under the circumstances of different product-cause fits and product types. Two experiments are included in this research. Study 1 is based on a 2(product-cause fit: high v.s low) X 2(donation type : monetary v.s not monetary) factorial design. Study 2 is a 2(product-cause fit : high v.s low) X 2(donation type : monetary v.s not monetary) X 2(product type : utilitarian goods v.s hedonic goods) within-subjects design. The results of Study 1 indicated that cause-product fit and donation types have an interaction effect in advertising skepticism. When cause-product fit is high, consumer has low advertising skepticism in the non-monetary donation condition than the monetary donation. When cause-product fit is low, opposite results are found. The results of Study 2 indicated that a three-way interaction among cause-product fit, product type and donation type. When cause-product fit is high, consumers prefer CRM with non-monetary donation regardless of product type. On the other hand, when cause-product fit is low, consumer prefer CRM with non-monetary donation for utilitarian products but prefer monetary donation for hedonic products. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|