| Summary: | 碩士 === 淡江大學 === 國際貿易學系碩士在職專班 === 91 === The tendency and regulation of related legislation has placed more and more restriction and limitation on the promotion of potentially harmful products(PHPs) such as tobacco in most of the countries. Therefore, tobacco industry has been looking continuously for substitutive promotional tools in order to survive in business. And the corporate sponsoring philanthropy has become one of the strategic promotion tools to understate its negative industrial image. This study uses the AIDA model to examine whether the controversial corporate sponsoring philanthropy has any effect on consumer behavior.
According to the prior research, the senior students in the high school are easier affected by the tobacco advertisement. Centers for Disease Control and Prevention(CDC)also found over 80%’s adult Smokers has experienced the cigarette before 18. This study was conduct in a high school, and the total valid samples are 603 students. Descriptive statistics, analysis of variance, factor analysis and cluster analysis are employed in this study.
The final results showed as below:
1、Overall, the corporate sponsoring philanthropy of the tobacco company will definitely influence the consumer’s curiosity of the brand, the interest on the brand, and the purchasing intention of the brand. Moreover, when they sponsor the events of “social welfare” and “environment”, the impact will be more significant.
2、Besides, the individual difference will moderate the effect of the sponsoring philanthropy on the consumer behavior.
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