A Study On The Influence Of The Sense Of Power On The Purchase Intention Of Cause-Related Products

The increasing competition in the market has spawned new marketing methods.How to attract consumers’ attention and buy products has become a serious problem for enterprises.The awakening of the sense of responsibility also makes consumers pay more attention to the contribution of enterprises to society.Cause-related marketing,as a marketing method of both commercial and public welfare,has a broad prospect.Most of the existing researches on cause-related marketing are from the two perspectives of enterprises and public welfare organizations,but there are few researches on consumer psychology,one of the important factors.As a research focus in recent years,the sense of power is not only an important psychological trait of individuals,but also has an impact on individual cognitive behavior,purchasing behavior and product preference.Therefore,it is very important to analyze how the sense of power affects the effect of cause-related marketing and formulate targeted marketing countermeasures.Based on the above description and analysis,this paper analyzes and researches relevant literatures such as sense of power,cause-related marketing,and consumer purchase intention,and introduces sense of power and public self-awareness into the field of cause-related marketing and analyzes its influence on the purchase intention of cause-related marketing products.By studying the relationship between variables,the formation mechanism of sense of power on the purchase intention of cause-related marketing products is explored,and the corresponding research hypothesis model is established.According to the characteristics of the variables,experimental method and questionnaire survey are used to study,and the data were tested by the SPSS22.0 software.The research results show that the sense of power can significantly negatively affect the purchase intention of individuals on the products of cause-related marketing.Compared with the individuals with high sense of power,the individuals with low sense of power have a higher purchase intention on the products of cause-related marketing.In addition,the sense of power is mediated by moral identity internalization,which reduces the purchase intention of cause-related marketing products.The reason is that individuals with high sense of power have dynamic orientation and are more focused on themselves,which is not easy to stimulate the cognitive schema of moral identity internalization.Meanwhile,public self-awareness moderates the main effect of sense of power,and public self-awareness weakens the negative effect of the sense of power on the purchase intention of cause-related marketing products,that is,with the improvement of public self-awareness,the purchase intention of individuals with high sense of power also increases.Finally,according to the results of empirical analysis,the corresponding marketing countermeasures are proposed from the perspective of enterprises,which not only enrich the research content of cause-related marketing,but also provide reference value and significance for the specific practice of enterprises.