公益营销对青消费态度的影响研究 毕业论文.doc

PAGE \* MERGEFORMAT I 公益营销对青年消费态度的影响研究 摘要 公益营销将企业商业目标与慈善事业相结合，成为有效的社会营销战略工具。因国情不同，公益营销在中国的适用性还有待检验。同时在中国，公益营销实践和理论研究只是刚刚起步，真正的理论研究很少。在这样的背景下，本研究对国内外相关研究文献进行了梳理。在此基础上，以消费态度为因变量，构建了企业声誉、动机感知、顾客信任、消费者利他倾向为自变量的理论模型，对公益营销中消费者的的质量感知、购买意愿与购买之间的影响进行了说明，形成了公益营销中的消费者态度模型。本研究通过问卷调查，spss软件分析，对提出的理论模型进行了实证研究。研究结果发现，在中国，消费者对公益营销的态度基本上持积极态度；公益营销对消费者的购买意愿和购买行为有显著影响，对其质量感知没有显著影响。根据本研究的结论，本研究提出了相应的管理建议，如企业要注重声誉的维护与提高；需要采取措施引导消费者对企业的利他动机更好地感知；提高产品质量与产品的核心价值；确保公益营销活动信息的真实可靠性，保证企业与消费者之间信息的对称性等。 关键词：公益营销；质量感知；购买意愿；购买行为 Study on Public marketing to the impact of youth consumption attitude Abstract Community Marketing corporate business objectives will be combined with philanthropy to become effective social marketing strategy tool. Because of different national conditions, the applicability of public marketing in China remains to be tested, while in China, public marketing practice and theoretical research has only just started, really very little theoretical research. In this context, the study of domestic and foreign literature has combed. On this basis, the consumer attitude as the dependent variable was constructed reputation, motivation, perception, customer trust, consumers tend to be altruistic model independent variables, on the public market in the consumer propensity to consume, purchase intentions and purchase the impact between a description of the formation of the public marketing of consumer attitudes model. In this study, a questionnaire, spss software analysis, the theoretical model put forward an empirical study. The results showed that in China, consumer marketing, public attitudes are basically positive attitude; public marketing of consumer purchase intentions and purchase behavior has significant impact on its propensity to consume no significant effect. According to the conclusions of this study, this study proposes the corresponding management recommendations, such as corporate reputation to focus on maintaining and improving; need to take measures to guide