@article{ART003048221},
author={Huan Liu and Yazhu Zhao and Chi Gong},
title={A Study on the Impact of Cause-related Marketing on Consumer Purchase Intention},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2024},
volume={29},
number={1},
pages={251-261},
doi={10.9708/jksci.2024.29.01.251}
TY - JOUR
AU - Huan Liu
AU - Yazhu Zhao
AU - Chi Gong
TI - A Study on the Impact of Cause-related Marketing on Consumer Purchase Intention
JO - Journal of The Korea Society of Computer and Information
PY - 2024
VL - 29
IS - 1
PB - The Korean Society Of Computer And Information
SP - 251
EP - 261
SN - 1598-849X
AB - 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.
KW - Cause-related Marketing;Perceived Value;Cognitive Identification;Purchase Intention;Consumers
DO - 10.9708/jksci.2024.29.01.251
ER -
Huan Liu, Yazhu Zhao and Chi Gong. (2024). A Study on the Impact of Cause-related Marketing on Consumer Purchase Intention. Journal of The Korea Society of Computer and Information, 29(1), 251-261.
Huan Liu, Yazhu Zhao and Chi Gong. 2024, "A Study on the Impact of Cause-related Marketing on Consumer Purchase Intention", Journal of The Korea Society of Computer and Information, vol.29, no.1 pp.251-261. Available from: doi:10.9708/jksci.2024.29.01.251
Huan Liu, Yazhu Zhao, Chi Gong "A Study on the Impact of Cause-related Marketing on Consumer Purchase Intention" Journal of The Korea Society of Computer and Information 29.1 pp.251-261 (2024) : 251.
Huan Liu, Yazhu Zhao, Chi Gong. A Study on the Impact of Cause-related Marketing on Consumer Purchase Intention. 2024; 29(1), 251-261. Available from: doi:10.9708/jksci.2024.29.01.251
Huan Liu, Yazhu Zhao and Chi Gong. "A Study on the Impact of Cause-related Marketing on Consumer Purchase Intention" Journal of The Korea Society of Computer and Information 29, no.1 (2024) : 251-261.doi: 10.9708/jksci.2024.29.01.251
Huan Liu; Yazhu Zhao; Chi Gong. A Study on the Impact of Cause-related Marketing on Consumer Purchase Intention. Journal of The Korea Society of Computer and Information, 29(1), 251-261. doi: 10.9708/jksci.2024.29.01.251
Huan Liu; Yazhu Zhao; Chi Gong. A Study on the Impact of Cause-related Marketing on Consumer Purchase Intention. Journal of The Korea Society of Computer and Information. 2024; 29(1) 251-261. doi: 10.9708/jksci.2024.29.01.251
Huan Liu, Yazhu Zhao, Chi Gong. A Study on the Impact of Cause-related Marketing on Consumer Purchase Intention. 2024; 29(1), 251-261. Available from: doi:10.9708/jksci.2024.29.01.251
Huan Liu, Yazhu Zhao and Chi Gong. "A Study on the Impact of Cause-related Marketing on Consumer Purchase Intention" Journal of The Korea Society of Computer and Information 29, no.1 (2024) : 251-261.doi: 10.9708/jksci.2024.29.01.251
