善因营销对消费者放纵行为的影响研究

当代财经 ›› 2021, Vol. 0 ›› Issue (6): 89-99.

善因营销对消费者放纵行为的影响研究

蔡文著¹, 黄祥辉^{1, 2}

1.江西财经大学工商管理学院,江西南昌 330013;
2.绍兴文理学院元培学院,浙江绍兴 312000

收稿日期:2021-01-30 修回日期:2021-04-05 发布日期:2021-06-15
通讯作者: 黄祥辉,江西财经大学博士研究生,讲师,主要从事市场营销和组织行为学的研究,联系方式hxh0602@163.com。
作者简介:蔡文著,江西财经大学教授,博士生导师,博士,主要从事农产品营销和组织行为的研究。
基金资助:
江西省社会科学基金项目“生鲜农产品全渠道转型中顾客契合的影响机理研究”（20GL11）; 江西省高校人文社会科学重点研究基地项目“乡村振兴战略下江西省农业产业集群发展的影响因素、机理及其培育路径研究”（JD19022）

A Study of the Impact of Cause-Related Marketing on Consumers’ Indulgent Behavior

CAI Wen-zhu¹, HUANG Xiang-hui^{1, 2}

1. Jiangxi University of Finance and Economics, Nanchang 330013;
2. Shaoxing University Yuanpei College, Shaoxing 312000, China

Received:2021-01-30 Revised:2021-04-05 Published:2021-06-15

摘要/Abstract

摘要： 近年来,善因营销由于其积极影响受到广泛关注。消费者购买作为重要的落脚点也成为善因营销研究的热点,但对善因营销带来的消极影响关注较少。基于温情理论和道德许可理论,三个实验研究的结果表明,与无促销相比,企业实施善因营销对消费者放纵行为有显著的正向影响;温情感在善因营销与放纵行为之间起中介作用,且这一中介效应受到内在道德认同的调节,即高内在道德认同会降低善因营销引发的许可效应。研究发现深化了对善因营销影响的认知,为有效降低其消极影响提供了理论依据。

关键词: 善因营销, 温情感, 消费者放纵行为, 道德许可

Abstract: In recent years,cause-related marketing has attracted a great deal of attention due to its positive effects. As an important foothold, consumer purchase has also become a hotspot in the researches of cause-related marketing. However, few studies have focused on the negative effects of cause-related marketing. Based on the theories of tender feeling and moral licensing, this study conducts three experiments. The results show that, compared with no promotion, the cause-related marketing promoted by enterprises has a significant positive effect on consumers’ indulgent behaviors. The sense of tender feeling plays a mediating role in the relationship between the cause-related marketing and the consumers’ indulgent behavior, and this mediating effect should be moderated by the internal moral identity, i.e., the higher internal moral identity would reduce the licensing effect triggered by the cause-related marketing. The research findings can deepen the perception of the impacts of cause-related marketing and offer a theoretical basis to effectively reduce its negative impacts.

Key words: cause-related marketing, sense of tender feeling, consumers’ indulgent behavior;, moral licensing

中图分类号:

F274

蔡文著, 黄祥辉. 善因营销对消费者放纵行为的影响研究[J]. 当代财经, 2021, 0(6): 89-99.

CAI Wen-zhu, HUANG Xiang-hui. A Study of the Impact of Cause-Related Marketing on Consumers’ Indulgent Behavior[J]. Contemporary Finance & Economics, 2021, 0(6): 89-99.

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