The Influence of Purchase Quantity and Firm Donation Amount on Purchase Intention - A Case Study of Social Enterprise which Using the Cause-Related Marketing

• Main Authors: Liou, Yi-Siou, 劉怡秀
• Other Authors: Hsiao, Jui-Min
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/3e8ue8

碩士 === 國立宜蘭大學 === 應用經濟與管理學系經營管理碩士班 === 103 === Recently, poverty, social injustice, and environmental issues attract the attention of consumers. Consumers increasingly expect companies to take social responsibility and social assistance. “Cause-related Marketing” is one way to achieve corporate social responsibility. “Cause-related Marketing” is cooperation between a company and a non-profit organization, which combines the public service and product together. Whenever consumers buy products from a company; this company will donate part of their income to the non-profit organization. Because business model of “Social Enterprise” is based on commercial and reach of social value creation mission, social enterprise can take social responsibility and social assistance. Cause-related marketing and social enterprises can also solve social problems. This study investigated the social enterprises which use the “cause-related marketing”, and how to influence the firm motive by purchase quantity and firm donation amount. The purchase intention will be affected by firm motive from corporate social responsibility and trust. The results of the study demonstrated that the higher corporate social responsibility, the higher purchase intention. Because Taiwanese consumers do not understand social enterprises, and social enterprises using “cause-related marketing” requires a high degree of corporate social responsibility. The degree of corporate social responsibility must give consumers a sense. This study found that firm motive has positive influence on corporate social responsibility Therefore, it is recommended to improve the firm motive, in order to improve the purchase intention via the corporate social responsibility.