Good Compatibility For Cause-related Marketing Research In Fluence On Consumer Purchase Intention

With the increase of the public attention to corporate social responsibility, whether enterprise is motivated by altruism or self-interest, stepping into the enterprise bear the social responsibility among. As non-profit organizations, enterprises are trying to find a way to give attention to both profit and social responsibility of marketing method, in this context, cause marketing arises at the historic moment, cause marketing is the combination of enterprise strategy and performance of social responsibility, enterprises through the implementation of good for marketing to make a contribution to society, at the same time can increase consumer purchases products, improve enterprise well-knowingness, thus increasing enterprise benefit and achieve win-win situation.Based on the previous scholars on consumer purchase intention in good for marketing research theory review and comment, and based on the Nanchang area of the students and the surrounding citizens group as sample, using factor analysis, path analysis and mediation utility methods of inspection, in order to study the good compatibility for marketing variables, the enterprise motivation perception, corporate social responsibility awareness, the relationship between the variables and so on consumer purchase intention for anchoring, emphatically analyzes the enterprise motivation intermediary role perception and corporate social responsibility awareness,and build and fix the cause marketing path model of matching degree on consumer purchase intention, for its effective development good provide theoretical guidance for marketing.Research results show that the respondent’s gender, age, educational background and personal income and consumer purchasing behavior was significantly positive correlation, in contrast, age presents positive correlation is more significant. Good compatibility for marketing on consumer purchase intention have significant positive influence, at the same time- consumers matching degree, enterprise- good particulars relating to the compatibility and consumers- good karma for matching degree also were significantly positive influence on consumer purchase intention. Enterprise motivation perception significantly positive influence on consumer purchase intention, corporate social responsibility awareness has significant positive influence on consumer purchase intention. Enterprise motivation perception in good compatibility for marketing and consumer purchase intention, partial intermediary role between corporate social responsibility at the same time perception is also good for marketing compatibility andpartial intermediary role between consumer purchase intention.Related management Suggestions are put forward according to the results of the study:(1) the enterprise should guarantee the good because of the quality of the product;(2) the enterprise should improve the credibility of cause-related marketing;(3)enterprises should strive to improve the reputation and image;(4) the enterprise needs to choose matching matters and partners of cause-related marketing;(5) the enterprises should strengthen the propaganda and guide consumers to recognize the benefits of cause-related marketing.