本文選題：罪惡感訴求　切入點：消費罪惡感　出處：《安徽大學》2015年碩士論文　論文類型：學位論文

【摘要】：隨著經(jīng)濟的發(fā)展與社會的進步,社會公眾對企業(yè)承擔社會責任的呼聲不斷高漲,一種新型的戰(zhàn)略營銷模式——善因營銷應(yīng)運而生。中國的善因營銷雖處于起步階段,但近年來隨著人們社會責任意識的不斷提高,中國企業(yè)也開始意識到善因營銷的價值和重要性,越來越多的企業(yè)更是參與其中,期望能借由善因營銷活動實現(xiàn)“名利雙收”。這種營銷模式不僅在企業(yè)界得到了廣泛的應(yīng)用,在理論界也得到了大量的關(guān)注。本研究首先對已有的研究進行回顧和總結(jié),試圖構(gòu)建一個包含產(chǎn)品類型、罪惡感訴求強度和善因營銷效果在內(nèi)的概念模型。本文將罪惡感訴求作為自變量分為強調(diào)罪惡感訴求和不強調(diào)罪惡感訴求兩個類型,依據(jù)產(chǎn)品自身實用性屬性和享樂性屬性的不同,將產(chǎn)品類型歸納為實用性產(chǎn)品、享樂性產(chǎn)品和兩者兼具的產(chǎn)品。善因營銷效果采用消費者的購買意愿和對公司的態(tài)度兩個因變量來衡量。本文采用情景實驗的研究方法,旨在研究企業(yè)在善因營銷活動中罪惡感訴求強度對營銷效果的影響以及產(chǎn)品類型的調(diào)節(jié)作用。本研究通過預(yù)實驗選取了三種熟悉度較高的低價產(chǎn)品分別代表不同的產(chǎn)品類型：洗發(fā)水(實用性產(chǎn)品)、電影(享樂性產(chǎn)品)、果粒酸奶(兩者兼具的產(chǎn)品)；同時設(shè)計了兩類罪惡感訴求強度可顯著區(qū)分的廣告,作為本研究的刺激物。實驗采用了3(產(chǎn)品類型：實用性、享樂性、兩者兼具)*2(罪惡感訴求強度：不強調(diào)罪惡感訴求、強調(diào)罪惡感訴求)的組間分析,分為六個實驗場景,讓被試接受六組不同的實驗刺激。研究罪惡感訴求強度差異和產(chǎn)品類型差異對消費者購買意愿和對公司的態(tài)度是否具有顯著影響,并進一步探討罪惡感訴求和產(chǎn)品類型之間是否具有交互作用,進而影響善因營銷的效果。本文以在校大學生為調(diào)查對象,正式實驗共收回468份問卷,通過SPSS20.0統(tǒng)計分析軟件對樣本數(shù)據(jù)進行加工整理,數(shù)據(jù)檢驗的結(jié)果基本證實了本研究的構(gòu)思。本文的主要結(jié)論如下：(1)罪惡感訴求對善因營銷的效果具有顯著的影響,強調(diào)罪惡感訴求對消費者購買意愿和對公司態(tài)度的影響優(yōu)于不強調(diào)罪惡感訴求的方式；(2)罪惡感訴求和產(chǎn)品類型存在顯著的交互效應(yīng)。在企業(yè)善因營銷活動中,當產(chǎn)品類型為實用型時,強調(diào)罪惡感訴求方式能收獲更好的營銷效果,而當產(chǎn)品類型為享樂型時,不強調(diào)罪惡感訴求的營銷方式更佳,兩者兼具的產(chǎn)品對消費者購買意愿和對公司的態(tài)度影響居于兩者之間。本文最后針對研究結(jié)果提出了營銷建議,并指出了本文的研究局限以及對未來的展望。本研究可能的貢獻具體表現(xiàn)在以下兩方面：(1)作為負面情感中最常用的訴求方式之一,罪惡感訴求在慈善捐贈方面運用的尤為頻繁。本文將罪惡感訴求作為重要因素引入善因營銷理論研究中具有一定的現(xiàn)實意義,研究從消費者心理層面把握廣告訴求方式的差異可能對消費者購買意愿產(chǎn)生的影響,并解釋這一影響的具體路徑。(2)本文通過引進產(chǎn)品類型這一調(diào)節(jié)變量,將營銷策略(廣告訴求方式)的差異與產(chǎn)品自身屬性結(jié)合起來,研究各市場變量的不同組合對營銷效果的影響,給出了企業(yè)在善因營銷活動中推廣不同類型的產(chǎn)品宜匹配的最佳罪惡感訴求方式,更貼近當今瞬息萬變的市場環(huán)境,同時也嘗試解釋了營銷策略中產(chǎn)品策略與廣告策略的組合匹配對消費者購買意向和態(tài)度的影響過程。
[Abstract]:With the development of economy and society, the public of corporate social responsibility has been rising, a new type of strategic marketing mode for good marketing came into being. China cause related marketing is in the initial stage, but in recent years with the development of social responsibility consciousness constantly improve, Chinese companies are beginning to realize the good because the value and importance of marketing, more and more enterprises are involved, hoping to borrow from the cause related marketing activities to achieve "fame and fortune". This marketing model has been widely used in business circles, but also get a lot of attention in the theoretical circle. This paper reviews the research and summarized. To construct a product containing type, guilt, because the conceptual model of marketing effect and strength demands. This paper will be divided into guilt appeals as independent guilt v. Pray and not guilt appeals two types, according to their practical product attributes and hedonic attributes of different types of products, will be divided into practical products, hedonic products and both products. Cause marketing effect based on consumer purchase intention and attitude toward the company of two dependent variables to measure in this paper. Using the research methods of experiment, to study the enterprise in good marketing activities in the sense of sin demands strength to regulate the impact of marketing effect and product type. This study through the pre experiment selected three higher degree of familiarity with low price products representing different types of products: Shampoo (practical products, (film) hedonic products), fruit yogurt (both products); and design two kinds of guilt appeals strength can significantly distinguish ads as stimuli in this study. The experiment adopted 3 (production Product type: practical, hedonic, both (*2) guilt appeals strength: guilt appeals, guilt appeals) analysis group, divided into six experimental scenarios, participants received stimulation six different sets of experiments. The guilt appeals intensity difference and the types of products to buy difference the willingness of consumers and on the company's attitude has significant effect, and further explore whether the interaction between guilt appeals and types of products, thereby affecting the cause marketing effect. This paper takes college students as the research object, the formal experiment received a total of 468 questionnaires, through SPSS20.0 statistical analysis software for processing of sample data. The results confirm the basic idea of this study. The main conclusions of this paper are as follows: (1) guilt appeals because of good marketing effect has significant influence, guilt v. For the consumer purchase intention and the impact on the company's attitude is better than no guilt appeals way; (2) guilt appeals and the types of products have significant interaction effect in the enterprise. The related marketing activities, when the product type is practical, guilt appeals can gain better marketing results, and when the types of products for enjoyment, not that better guilt appeals marketing way, both products on consumer purchase intention and attitude toward the company influence in between the two. This paper finally puts forward the marketing suggestions according to the research results, and points out the research limitations and prospects for the future. This study may contribute to specific in the following two aspects: (1) as one of the most common demands of negative emotions, guilt appeals in the charitable donation is particularly frequent. The guilt v. And as an important factor into the cause related marketing theory research has certain practical significance, grasp the research from the consumer psychology level differences in the effects of advertising appeals may have on consumer purchase intention, and explain the specific path of this effect. (2) this paper through the introduction of this product type variable, the marketing strategy (advertising appeals) difference with the product itself combined with the effects of different combinations of different market variables on the marketing effect, gives good for enterprises in the best evil marketing activities in different types of promotion products should be matched with the sense of appeal, closer to the rapidly changing market environment, but also try to explain the process effect of product strategy and advertising strategy in the marketing strategy combination matching consumer purchase intention and attitude.

【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F713.55

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