企业公益营销的匹配度对消费者购买意愿的影响摘要近些年来，很多企业渐渐接触到公益活动，对公益活动也越来越重视了。消费者对企业的社会贡献率的认可度将会大大的影响企业以及其日后发展。企业更加积极去寻找兼顾社会责任和自身利益的营销方法，努力在消费者心中树立积极健康的形象。公益营销的匹配度与消费的购买意愿存在正向显著关系；即企业与消费的匹配度越高消费者的购买意愿越强烈，可以维护好原有的顾客保证客户的忠诚度；消费者与公益事项的匹配度越高消费者的购买意愿也越强烈，这种可以让消费者有一种自我价值、自我责任在里面也会增加自身的购买几率；同时企业与公益事项的匹配度越高，会加大消费者对企业的信任，从而加大消费者对其企业产品的信任自然而然的就加大了消费者的购买几率。企业意在满足了自身发展需要又帮助社会从而形成良好的企业形象，帮助企业形成双赢的结果。本文结合以前学者的文献研究，运用SPSS16.0软件对有关企业营销活动的匹配度、消费者的态度以及消费者的购买意愿三者的关系数据进行相关分析。本文以公益营销活动匹配度作为自变量，以消费者态度作为中介变量，以消费者购买意愿作为因变量，以这三个量构建研究模型以此模型来分析这三者之间的关系。通过对公益营销的匹配度、消费者态度和购买意愿三者的关系进行分析在根据分析结论对企业开展公益活动实施公益营销策略提出相应的建议。关键词：公益营销匹配度，消费者态度，购买意愿ThematchingdegreeofenterprisecausemarketingconsumerpurchaseintentionABSTRACTInrecentyears,manyenterprisesgraduallycomesintocontactwiththepublicwelfareactivities,topublicwelfareactivityisbecomingmoreandmoreattention.Consumerrecognitionofcorporatesocialcontributionratewillgreatlyaffectenterpriseanditsdevelopmentinthefuture.Enterprisemoreactivetofindbalancebetweensocialresponsibilityandmarketingmethodsofitsowninterests,effortstoestablishpositiveandhealthyimageintheconsumers'mind.Thematchingdegreeofpublicmarketingandconsumerpurchaseintentionhaspositivesignificantrelationship;Thematchingdegreeofenterpriseandtheconsumer,thehigherthepurchaseintentionofconsumers,themoreintense,canmaintaingoodexistingcustomerstoensurecustomerloyalty;Consumersandthematchingdegreeofpublicissues,thehigherthepurchaseintentionofconsumersaremoreintense,thiscanlettheconsumerhasaselfworthandselfresponsibilityinitwillincreasetheirchancetobuy;Atthesametimetheenterprisesandthepublicwelfareitemsmatchingdegreeishigh,willincreasethetrustoftheconsumertotheenterprise,andincreasingconsumertrustinitsenterpriseproductnaturallyhasincreasedtheriskofthebuyer.Enterprisestomeettheirdevelopmentneedsandhelpsocietytoformagoodcorporateimage,helpenterprisestoformawin-winresult.Inthispaper,combinedwiththeliteratureresearchofformerresearchers,usingSPSS16.0softwarecompatibilitytotherelatedenterprisemarketingactivities,consumerattitudesandpurchaseintentionofconsumersweanalyzetherelationshipofdata.Basedonthematchingdegreeofcausemarketingactivitiesasindependentvariable,consumerattitudesasintermediaryvariables,onconsumerpurchaseintentionasdependentvariable,tothethreeresearchmodeltobuildmodeltoanalyzetherelationshipbetweenthethree.Throughthematchingofcausemarketingdegree,therelationshipbetweenconsumerattitudesandpurchaseintentionisanalyzedinaccordingtotheanalysisconclusiontotheenterprisetocarryoutpublicwelfareactivitiescausemarketingstrategyputforwardcorrespondingSuggestions.KEYWORDS：causemarketingcompatibility,consumerattitudesandpurchaseintention目录1绪论..............................................................11.1研究背景................................................
