기업의 공익연계 마케팅이 소비자의 평가 및 구매의도에 미치는 영향에 관한 연구

초록

Firms enhance their images and return their profits to the society through various corporate social responsibility activities. One of the most representative examples is cause-related marketing. Since not only benefits but also limitations of cause-related marketing have been revealed, firms need to consider the fit between consumer values and cause-related marketing. This study investigates the effects of cause-related marketing on consumers’ purchase intention through consumer values as well as trust and attitude. Consumer values are classified into self-oriented and other-oriented values. On the other hand, trust on cause-related marketing is divided into that on a product and a firm, and attitude towards cause-related marketing is also classified into that towards a product and a firm. 250 consumer subjects were surveyed for empirical hypothesis testing. Analysis results reveal positive effects of both other-oriented and self-oriented consumer values on trust and attitude towards a product as well as a firm and purchase intention. The results reconfirm the relationship between attitude and purchase intention in a cause-related marketing context. Moreover, the results indicate that the effect of attitude towards a product on purchase intention is greater than that of attitude towards a firm. The results imply that it is effective for a firm to form attitudes towards a product through cause-related marketing to increase consumers’ purchase intention. In addition, firms need to enhance their images and to build customer relationship through understanding consumer trust and attitudes towards cause-related marketing.

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