The Effects Of Corporate Public Service Activities On Consumers’ Purchase Intention

In recent years, corporate social responsibility awareness widely raised in the society, it has an important impact on the development of corporate and brand.In the society of brand awareness is gradually deepening consumer attitudes, enterprises tend to actively participate in social welfare activities and establish a good corporate image. Cause-related Marketing came into being in this social environment, can perfectly combine corporate social responsibility with business development strategy. It can make company expand the field of development. Achieve maximum social and economic benefits.This paper tried to select the unit of WHH Beverge Co.,Ltd.as the research object. Researching on how corporate cause-related marketing impacted on consumer purchase intention. Used questionnaires to collect dates, paper through SPSS18.0and AMOS17.0software for statistical analysis of survey dates.The main conclusion were as follows:(1)Corporate reputation, corporate duration in the public service activities, the chosen public field, public service announcement, and evaluation activities have a direct or indirect(brand trusted intermediary) impacts on the consumer’s purchase intent. The chosen public field has no significant impact on trust in the brand or purchase intention.(2) Among the six dimensions of consumer perceived corporate cause-related marketing, public service announcement show the greatest influence on the purchase intent followed by corporate.reputation, trust in the brand, corporate duration in the public service activities, evaluation activities.(3) The effect of the background variables:women have a more positive attitude than men about corporate cause-related marketing, and have a greater willingness to buy. Old-age consumers perceived corporate cause-related marketing significantly to the young-age. High-educated consumers compared with lower levels of education have a more positive the attitude of the public service activities; Consumers perceived altruistic motives for charitable activities have a greater evaluation than the self-serving motives.Finally, on the basis of research results, the paper provides the practical advice for the application of Chinese enterprise’s cause-related marketing for reference.