| Summary: | 碩士 === 國立中正大學 === 企業管理系研究所 === 107 === In recent years, more and more enterprises have begun to implement social enterprise responsibility to improve consumer preference, and cause-related marketing(CRM) is also a way to improve consumer preference; consumers can indirectly feedback to the society by purchasing products, but this way in the past, much research has been discussed and some consumers still have doubts about this way, especially the compatibility between enterprises and non-profit organizations(product-cause fit); In recent years, relevant research has been discussed. However, the products with different levels of involvement have not been included in the research; therefore, the research selected the public to consider high-involved products (mobile phones) and low-involved products (sippers) for research manipulation.
This study was carried out using by the experimental design method, includung two manipulated variables：product-cause fit and product involvement. The 2x2 two-factor design method was used to design four scenarios(four questionnaires). The respondent arbitrarily selects a questionnaire to answer, each of the four questionnaires closed at least 100 samples.
The result shows that (1) the products which adopt CRM, has a positive effect on consumers' purchase intention. (2) product-cause fit has a positive effect on consumers' purchase intention. (3) product-cause fit has no moderating effect on the CRM and the purchase intention. (4) Different product involvement has no significant differences in consumers' purchase intention. (5) product involvement has no moderating effect on the CRM and the purchase intention.
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