幸福感与罪恶感双因素对事业关联营销的影响研究摘要经济在不断的发展，社会也在不断的进步，与此同时，人们对于企业承担社会责任的关注程度也越来越高，事业关联营销这个新兴的营销模式随之兴起。事业关联营销是一种横向的合作推广，它不同于无条件捐赠，它是一种特殊的捐赠形式，与企业产品的销售额有关，可以为公司、消费者和慈善机构这三方的利益取得共赢。本文首先对已有的研究进行回顾梳理和总结，试图建立一个概念模型，其中包括消费幸福感、消费罪恶感、产品类型和事业关联营销效果。本文的自变量为消费幸福感、消费罪恶感和产品类型，其中产品类型分为实用型、享乐型和兼具型。以消费者对企业的态度和其购买意愿作为因变量来衡量事业关联营销的成果。本文采用情景实验的研究方法，旨在研究企业在事业关联营销活动中双因素对营销效果的影响。本研究选取了三种熟悉度较高的产品分别代表不同的产品类型：牙刷（实用性产品）、蓝牙耳机（享乐性产品）（两者兼具的产品）来进行调节。实验采用强调幸福感与强调罪恶感这两种情感的广告进行刺激，分为A、B两个问卷进行调研，经过统计分析后，结论为：第一，消费幸福感与消费罪恶感对企业进行事业关联营销活动的效果具有显著影响。第二，消费罪恶感对事业关联营销效果的影响程度要强于消费幸福感。最后，基于研究分析成果，本文进行了理论总结，并且依据分析提出了有关于公司进行事业关联营销活动时应采取的广告策略的建议。关键词：消费幸福感，消费罪恶感，事业关联营销RESEARCHONTHEINFLUENCEOFTWOFACTORSOFHAPPINESSANDGUILTONCAUSERELATEDMARKETINGABSTRACTWiththeeconomicdevelopmentandsocialprogress,corporatesocialresponsibilityisberequiredbythepublic.AnewstrategicmarketingmodelnamedCause-RelatedMarketing(CRM)comesintobeing.Cause-RelatedMarketingisakindofhorizontalcooperationpromotion.Itisdifferentfromunconditionaldonation，itisaspecialformofdonation.Thiskindofdonationislinkedtothesalesofproducts,whichcanrealizethewin-winsituationoftheinterestsofenterprises,consumersandcharities.Firstly,aconceptmarketingmodelwhichcomprisesconsumerhappiness,consumerguilt,producttypesandCRMwasbuiltbasedonreviewandsummaryofexistingresearch.Secondly,thisarticledividestheindependentvariablesintothreetypes:consumerhappiness,consumerguiltandproducttypes.Producttypeswerebegroupedintopracticalproducts,hedonicproductsandaproductbothvalues.TheCRMeffectwouldbejudgedbythewillingnessofconsumer'spurchaseintentionsandtheattitudetowardthecompany.Lastly,scenarioexperimentalmethodswereusedtostudytwofactorsintensitytothemarketingeffectandmoderationofproducttypeinCRMactivities.Thisstudyhadselectedthreehighfamiliaritycheapproductsrepresenteddifferentproducttypes.Theyweretoothbrush(practicalproduct),bluetoothheadset(hedonicproducts)andsmartmobilephone(aproductbothvalues).Thestudywascarriedoutbyusingtwokindsofemotionaladvertisements,namely,happinessandfeelingofguilt,whichweredividedintoAandBquestionnaires.Finally,thefollowingconclusionsaredrawnfromdataanalysis:first,consumerhappinessandconsumerguilthaveasignificantimpactontheCause-RelatedMarketingeffectofgood.Second,consumerguilthasastrongereffectonCause-RelatedMarketingthanconsumerhappiness.Finally,basedontheresearchresults,thisarticlesummarizesthetheoryandfurtherproposessuggestionsfortheadvertisingstrategythatshouldbeadoptedwhenthecompanyconductsCause-RelatedMarketingactivities.Keywords:consumerhappiness,consumerguilt,Cause-RelatedMarketing目录.............................................................1........................................................1..................................................1................
