The Impact Of The Quality Of Cause-related Marketing Information On Consumers’ Willingness To Participate

Since the 1980 s,the way enterprises undertake social responsibilities has changed,and the offline "good fortune" public welfare marketing has come into people’s sight.Nowadays,because of the continuous upsurge of "Internet plus",enterprises have made a qualitative leap in the thought of fulfilling social responsibilities.Some foreign scholars defined the use of social media such as Internet to attract consumers to participate in their online public welfare activities as "virtual CSR co-creation".For example,alipay ant forest,We Chat donated steps and other activities belong to this.With the rapid development of information technology today,stakeholders pay more and more attention to the disclosure of information,the quality of information is particularly critical.However,in domestic academic research related to the theme of public welfare marketing mostly focus on the fit,the research on the virtual CSR co-creation platform is very rare.Therefore,this paper attempts to start from the perspective of consumer behavior and introduce relationship quality variables to explore the impact of different information quality on consumers’ willingness to participate in public service marketing according to the characteristics of virtual CSR co-creation platform activities.In this study,data were obtained through online questionnaire survey,and the structural equation model was used to sort out and analyze the collected effective data.Research findings :(1)information transparency,information timeliness,information reliability,information availability have significant impact on consumer trust and consumer satisfaction.(2)information transparency,timeliness,reliability and availability have a significant impact on consumers’ willingness to participate.(3)different dimensions of information quality have differences in consumers’ willingness to participate in virtual CSR co-creation activities.(4)at the same time,consumer trust and satisfaction can promote consumers to produce positive behaviors,greatly increasing the possibility of consumers to participate in public welfare activities.This study aims to enrich relevant researches in the field of online public welfare marketing,theoretically explain the marketing of information to consumers’ participation intention,and propose relevant marketing enlightenment based on the conclusion.