| Summary: | 碩士 === 康寧大學 === 國際企業管理研究所 === 100 === This study used four constructs including consumer purchase motivation, product spokesperson, promote way and purchase intention to explore the influencing factors of the non-profit organizations which implement of cause-related marketing. To explore the major problems make difference relating how to choose the product spokesperson whether influence consumers' purchase motivation, the emotional or rational marketing strategy was more important factor for consumers intension to purchase, What's the reason for consumer to buy the cause-related product.
A total of 350 surveys were distributed. Using telephone and E-Mail collect 314 questionnaires (89.7%), 13 invalid questionnaires, the total valid questionnaires 301 the recovery rate of 86.0%. In the demographic section used descriptive statistical to analyze the basic data, mainly includes the data of gender, age, educational level, the average frequency of consumption, the average amount of each consumer, the way to acquire stores message etc. then to profile the attracted consumption factors.
The study instrument was SPSS 12.0 Chinese version which is the software for social science. Statistical analysis methods including descriptive analysis、sample mean, standard deviation, percentage and frequency distribution.
In this stage used the contingency table to find the relationship between analysis data. Other methods include item analysis, factor analysis, reliability analysis, Pearson correlation analysis, one-way analysis of variance and the stepwise regression analysis.
The study confirmed the hypothesis test such as: 1. Relationship between purchase motivation on consumer purchase intention significantly. 2. Relationship between product spokesman on consumer purchase intention significantly. 3. Promotion way on consumer purchase intention significantly. 4. Purchase motivation and product spokesman have moderating effect on consumer purchase intention, 5. Purchase motivation and promotion way have a moderating effect on consumer purchase intention.
The results provide a reference for non-profit organizations in marketing strategy planning, and achieve greater benefits to help the organization to help the disadvantaged groups.
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