Consumer's Response To Promotion With The Corporate Social Value Placement

Nowadays, because of increasingly homogeneous promotion measure and consumers'watery responses to sales promotion, many companies resort to integrate social responsibility activities with the traditional promotion. However, the existing literature on such promotions is not specifically defined. This thesis defines such kind of promotion as Promotion with the Corporate Social Value Placement (PCSV), which contains both economic value and social value information. Current studies about promotion and social responsibility provide a theoretical basis for this article.This article designs the format of 2 (economic value: Discount: 10%, 20%)* 4 (social value: electricity saving, energy conservation, environmental protection, health protection) experimental and 6 control groups by computer promotion with questionnaire survey. And the following questions are investigated. Firstly, is the PCSV superior to the traditional economic-based promotion? Secondly, does such king of promotion attract consumer's attention or are they willing to buy the promotion product? Thirdly, is the interaction effect of social value and economic value information significant? Lastly, are the effects from social value and economic consistent with each other? And which role is more important?This article uses the methods of variance and path analysis to study the above problems, and the results are provided as follows. Firstly, consumer's attitude to PCSV is greater than just economic value and social value of promotion. Therefore, the PCSV is effective. Secondly, the perceived economic value gets a direct effect one consumer purchasing attitude, while the perceived social value has no such effect. Thirdly, the direct impact of perceived economic value on consumer's attitudes is significantly higher than indirect effect, while the perceived social value affects the purchasing attitude by intermediary variables and has no such direct role. Fourthly, the effect of perceived social value on promotion attraction is lower than that of perceive the economic value, but the difference is not very significant. Fifthly, the promotion attractiveness and purchasing attitude are positively related. However, less influence coefficient is small. This is firstly defines Promotion with the Corporate Social Value Placement (PCSV), which provides a good conceptual basis for the follow-up studies. Secondly, the interaction of discount and social value is discussed, which makes up the insufficiency on such topics. Furthermore, the mechanisms of social value and economic value are compared, which provides a theoretical basis for practice.