윤리적 소비가치(코즈마케팅)가 구매태도와 구매의도에 미치는 영향

• 영문명: The Effect of Cause Marketing towards Purchasing Intention and Purchasing Attitudes
• 발행기관: 한국IT서비스학회
• 저자명: 이진희(Jin-Hee Rhie)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제14권 제3호, 19~31쪽, 전체 13쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2015.09.30

영문 초록

As the social value gradually increases, the company’s social responsibilities are granted and there are a growing number of requirements for a public value to economic value for the company. The cause marketing which has become widely known, it allows us to realize these values and in dictionary meaning, enterprises justification combines with marketing strategically, and is also illustrated as ‘Cause Related Marketing.’ For specific action plan, it is a marketing by connecting the selling of the product and donation to work out together to improve environment, public health, and poverty. This study examines how the cause marketing impact on the consumer’s purchasing behaviour and purchasing intention and to find out whether there is an interrelationship. As a result, it turned out that cause marketing effect on purchasing attitudes and also the purchasing behaviour impact on the purchasing intention. Furthermore, the cause marketing influence on purchasing intention. As the idea of consumption gradually changes from the product consumption to value-based consumption as the time flows, the result of this research drew out the meaningful contents.

목차

1. 서 론

2. 이론적 배경과 선행연구

3. 연구 설계

4. 실증 분석

5. 결 론

키워드

Cause Marketing Purchasing Attitudes Purchasing Intention Value-Based Consumption