| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 105 === Cause-Related Marketing (CRM) is originated in the United States. Many companies have plunged into CRM in Taiwan in recent years. From the examples, The examples show that companies tend to provide customers with affordable masstige cunsumption of small contribution in daily life which simultaneously do charity when they do CRM. The package that companies use with CRM is to let customers feel they serve multiple purposes at the same time. Making the best use of emotion requirement is one of the crucial factors in CRM by reference. One of the motivations of this research is to investigate whether sympathy or empathy leads the consumer to engage in caused-related activities. Therefore, this study is mainly probes into the relation between general customers’ brand trust, sympathy, empathy, and purchase intention under CRM.
The questionnaire survey was used in this research, taking general public as subjects. Take SunnyHills for example. The convenience sampling is used in sampling method. From 200 online-survey and 166 paper survey, a total of 360 effective responses were retrieved. The valid recovery rate is 98.36%.
Three results were found after processing the data to statistic analysis via descriptive statistics, factor analysis, reliability analysis, validity analysis, and regression analysis. First, brand trust has significant correlation to purchase intention. Second, sympathy is highly correlated to purchase intention. Third, empathy has strong correlated to purchase intention. Finally, this paper gives the overall discussion over the analysis results, and provides suggesions to the future research.
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