| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === Social alliances are corporate social responsibility (CSR) activities that combines both economic and societal goals. In comparion with cause-related marketing, social alliances allow firms to undertake CSR more effectively by integrating organizational mission, resource, human force and knowledge. Past research on social alliances focused on employers and partners’ perception with a lack of the perspective of consumer perception. The thesis examines how interorganizational characteristics of social alliance partners affect the consumers’ customer-corporate identification under different prosocial behavior intent, as well as how their identification affects the perception and behavior.
A 2 X 2 X 2 experimental design was carried out to test the hypotheses. The independent variables are fit (low v.s. high), power (balance v.s. inbalance) of the company and corporate sponsorship experience (rich v.s. poor). The dependent variables are customer-corporate identification, consumer percetion and behavior. The moderating variable is consumers’ prosocial behavior intent.
The results indicate that organizational fit significantly affects customer-corporate identification. Power and experience did not demonstrate their effect on customer-corporate identification. Consumers’ customer-corporate identification significantly influences their perception and behavior. Moreover, the diffenent moderating variables appear to be critical in dertermining whether fit affects the customer-corporate identification. Both altruistic and compliant prosocial behaviors significantly affect the relationship between fit and customer-corporate identification, but anonymous, emotional, dire and public prosocial behaviors do not.
This research suggests that company should consider fit between company and nonprofit organization on a social alliance in order to effectively enhance consumers’ customer-corporate identification. In particular, those consumers with altruistic and compliant prosocial behaviors are more to be influenced.
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