مطالعه تجربی نقش دسترسی و شفافیت در ابعاد شناختی، عاطفی و رفتاری پاسخ مصرف کننده به بازاریابی سببی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیئت علمی پردیس فارابی دانشگاه تهران

2 دانشگاه تربیت مدرس

3 دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران

چکیده

علی‌رغم اینکه بیش از 20 سال از مطالعات مرتبط با رفتار مصرف‌کننده در حوزه بازاریابی علت محور می­گذرد بااین‌وجود با سیری در ادبیات موجود می‌توان نشان داد که تمرکز این مطالعات در جوامع غربی و از سمت متغیرهای ساختاری بوده است و کمتر مطالعه­ای تاکنون به متغیرهای مرتبط با نحوه اجرای آن و تأثیر این متغیرها بر پاسخ مصرف‌کننده پرداخته است.ازاین‌رو در این مطالعه با انتخاب دو متغیر شفافیت و دسترسی به‌عنوان متغیرهای مرتبط با نحوه اجرای بازاریابی علت محور، با استفاده از یک طرح آزمایشی 2 (شفافیت: زیاد/اندک)*2(دسترسی: راحت/همراه با تلاش) به بررسی فرضیه­های پژوهش پرداخته شد. نتایج پژوهش نشان می­دهد درزمانی که شفافیت زیاد است تمام جنبه­های شناختی، عاطفی و رفتاری پاسخ مصرف­کنندگانبه‌صورت معناداری بهتر از زمانی است که شفافیت اندک است و همچنین زمانی که دسترسی با سهولت است وضعیت ادراک مصرف‌کننده از انگیزه­های خیرخواهانه شرکت، اعتبار ادراک‌شده از پویش، نگرش نسبت به پویش، قصد خرید وی و پیشنهاد به دیگران به‌صورت معناداری بهتر از زمانی است که دسترسی وی همراه با تلاش است.

کلیدواژه‌ها


عنوان مقاله [English]

An experimental study on the role of transparency and accessibility on cognitive, affective and conative aspects of consumer response in cause related marketing

نویسندگان [English]

  • Morteza Soltani 1
  • Asadollah Kordnaeij 2
  • HAMID Ayoubi yazdi 3
1 management and accounting department, Farabi faculty, Tehran University
2 Tarbiat Modares University
3 management and accounting department, Farabi faculty, Tehran university, Qom. Iran
چکیده [English]

Although more than 20 years is passing from the researches on consumer behavior in cause-related marketing field, a survey in literature review can show that the most studies in western context have just focused on the structural aspects of campaigns and few studies have surveyed the variables related to the implementation aspects of the campaigns and the effect of these variables on consumer behavior/response. Therefore, the present study was conducted to test the hypothesis by choosing two variables of campaign transparency and campaign accessibility as implementation related variables of the cause-related marketing campaign, a 2(transparency: high/low) * 2(accessibility: convenient/with effort) between-subject factorial design. The results indicated that when campaigns implement in a high transparency manner, all cognitive, affective and behavioral aspects of consumer response are significantly better than when the transparency is low. In addition, when campaign accessibility is convenient, the condition of consumer`s perception of company altruism motivation, perceived campaign credibility, campaign attitude, purchase intention and word of mouth is significantly better than when 

کلیدواژه‌ها [English]

  • cause related marketing
  • campaign transparency
  • campaign accessibility
  • consumer response
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