| Summary: | 碩士 === 國立交通大學 === 管理科學研究所 === 85 === A Study of the Caused-Related Marketing on Nonprofit
OrganizationStudent: Hsuen-Lan Chan Advisor: Prof. Quang-Hua
Chen Institute o f Management ScienceNational Chiao Tung
UniversityAbstract
In recent years, because of the philanthropies issue become more
and more important, the different types Nonprofit organizations
are growing, the consumers who concerned about the
philanthropies issue are increase fast. In response, marketers
have been monitoring the growing consumer concern about the
philanthropies with much interest. One way to response is to
create 「Cause-Related Marketing, CRM」（or Joint-Venture
Marketing）promotional messages that appeal to the needs and
desires of philanthropies concerned consumers. CRM is the way
to make corporations become the sponsors of philanthropies,
which can promote corporations'' image and increase commercial
profits at the same time.This research is an exploration study
about CRM and focus on the impacts of NPO that were influence by
CRM through the consumer''s purchasing behavior, consumer''s
donating behavior and consumer''s response. The independent
variables are demographics, donating experience and recognition
of CRM, and the dependent variables are the differences of
sponsor companies'' industry, donee and region. The approach to
collect data is by asking questionnaire and the study objects
are the consumers who lived in Taipei.The research results
shows: First, the consumer''s support degree of CRM is influence
by sex, education, religion, vocation, and personal annual
income. Second, the consumer''s support degree of CRM is
influence by donating experience, and convenience of donating.
Third, consumers can easily to knowing about the purpose of NPO
through CRM. Fourth, the CRM is not the mainly fixed and long
term income to NPO. Finally, marketing strategies for the NPO
when use the CRM presented for recommendation.Key words: Cause-
Related Marketing, Philanthropy, Consumer Response, Consumer
Donating Behavior.
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