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A Study on the Impact of Cause-related Marketing on Consumer Purchase Intention

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2024, 29(1), pp.251-261
  • DOI : 10.9708/jksci.2024.29.01.251
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : December 28, 2023
  • Accepted : January 22, 2024
  • Published : January 31, 2024

Huan Liu 1 Yazhu Zhao 1 Chi Gong 1

1경기대학교

Accredited

ABSTRACT

In this study, based on S-O-R theory and social identity theory, we aim to explore how cause-related marketing influences consumer purchase intention. Analyzing 306 questionnaire responses, our findings indicate that cause-related marketing significantly impacts perceived value, cognitive identification, and purchasing behavior. Both perceived value and cognitive identification further facilitate purchasing. Acting as mediators between cause-related marketing and consumer purchase intention, perceived value and cognitive identification strengthen the connection between marketing behavior and purchase intention. Additionally, enhanced perceived value contributes to consumers' cognitive identification with marketing activities. These findings provide crucial theoretical insights and practical implications for business marketing.

Citation status

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