Study On The Effects Of Corporate Cause-Related Markerting On The Under Gradnuate Consumeres' Purchase Intentions

Corporate cause-related marketing, as a new approach, has just started in China.We found MultiNational Corporations are skilled at it. China's domestic enterprises are also beginning to get involved.However, However, the result is not satisfying.Many enterprises became unsung heroes and disappeared in the fierce competition.Dealing with this matter,a number of scholars commence to study from various of angels and dimensions.Although theoretical achievements is increasing, whether or not corporate cause-related marketing can bring the win-win situation of the economic and social benefits for the corporates is still controversial.For the corporates, whether or not to do corporate marketing,how to manage to do it and what returns and risks can it bring are hot issues need to be settled right now.Looking through the results from previous studies, there isn't a mature model of the mechanism how public marketing influence the consumer purchase intent.And there's a lack of scientific classification and definition for each dimension since most scholars hold an exploratory point of view to research and depict from different angles. Therefore, this research begins with the real issues and related literature findings to extract the possible factors that may affect purchase intention and furthermore to build the model of business attitude as a mediator in the relationship between corporate cause-related marketing and college students purchase intent.This study involves college students as the research object,using SPSS16.0 and Lisrel 8.7 statistical package to analyse 334 samples of data and found:1.Among the eight dimensions of consumer perceived corporate cause-related marketing,consumers' involvement in the corporate product,corporate credibility, corporate's duration in the public service activities,way of funding in the corporate cause-related marketing as well as propaganda efforts influence the college students purchase intent.The attitude of the consumers to the public service activities,the chosen public field and business partner And purchase intention has nothing to do with the purchase intent.2. Corporate credibility shows the greatest influence on the purchase intent followed by the corporate's duration in the public service activities, consumers' involvement in the corporate product, propaganda efforts and way of funding accordingly.3. Attitude as a mediator has two dimensions which are cognitive attitude and affective attitude. Affective attitude plays as a mediator between corporate cause-related marketing and consumers' purchase intention while the mediation of cognitive attitude is not been confirmed.This study empirically analyzes the various factors that might concern with the purchase intention of college students as a consumer group.And it enriches the research field about the impact of corporate cause-related marketing to consumer purchase intent. Finally, on the basis of research results, the paper provides the practical advice for the application of Chinese enterprises's cause-related marketing for reference.