| Summary: | 碩士 === 國立中央大學 === 資訊管理研究所 === 99 === With the constantly changing overall global environment, both profit and non-profit organizations are facing increasingly fierce competition with their competitors. For non-profit organizations, how to use the proper charitable appeals to convey their management ideals to the public, in order to increase the consumer‟s donation intention is an important issue. For the profit organizations, cause-related marketing strategies have always been a highly esteemed and are a commonly used marketing strategy among companies. However, the problem of designing attractive details that can encourage the public to donate more freely while increasing one‟s own sales and profits is another important issue worthy of future study.
This study reviews a large amount of related research, and mainly discusses different charitable appeals adopted by charitable organizations (self-benefit appeal and other-benefit appeal), as well as what the cause-related marketing strategies adopted by corporations (product‟s charitable premium) and their influence on consumer‟s donation intentions. This study review and integrates the research model and hypotheses of researches, including White and Peloza（2009）, Merchant, Ford and Sargeant（2010）, Wong and Leszczyc（2010）, then explores the effects of charitable appeals and cause-related marketing on the consumer‟s donation intentions, and attempt to add two moderators－feedback and public self-consciousness to test if they are possible to modify consumer‟s donation intentions.
For this study, we choose to use the on-job masters and EMBA students in National Central University as our research subjects. Research data is gathered by distributing a physical questionnaire. A sample of 151 replies was analyzed using the SPSS 17.0 statistical software to indentify relevant research data and hypotheses. The main results we obtained can be summarized as follow: (1) charitable appeals have a notable effect on consumer‟s donation intention, and other-benefit appeal is better than self-benefit appeal to attract consumers. (2) Cause-related marketing has a notable effect on consumer‟s donation intention, and the higher charitable premium products than the lower charitable premium product can promote consumer‟s donation intention. (3) Reviewing the relationship between charitable appeals and consumers donation intentions has a significant moderating effect by feedback. (4) Reviewing the relationship between cause-related marketing and consumers donation intentions has not a significant moderating effect by feedback. (5) Reviewing the relationship between charitable appeals and consumers donation intentions has a significant moderating effect by public self-consciousness.
Finally, based on the results, we propose two suggestions for practical operations and management. They are as follows: (1) charitable organizations should primarily use the other-benefit appeal. (2) corporations should use the cause-related marketing strategies. We hope that the conclusions made in this study will provide future businessmen with a guideline for their business strategies.
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