An Empirical Study Of The Impact Of Public Attitude On Network Cause-related Marketing

As a new marketing approach in recent years,public cause-related marketing has been favored by enterprises,and the public cause-related marketing on Internet has sprung up as the spring bamboo.At present,application research on caused-related marketing is mostly focused on shopping platform donation,online advertising and so on.There is a lack of in-depth analysis of network cause-related marketing mechanism.We believe that the research about network cause-related marketing activities based on a single enterprise is difficult to comprehensively summarize the general characteristics of public network marketing activities.Therefore,it is necessary to make an effective distinction between the online cause-related marketing and the traditional offline cause-related marketing from an overall perspective.The traditional research on cause-related marketing activities focuses on the public purchase intention or behavior,while the online cause-related marketing focuses on public involvement.Through public involvement,the public has a positive impression of the enterprise,which brings benefits to the enterprise.What the enterprise cares about is to raise the effect of the cause-related marketing,that is,how to attract more people to participate in the network cause-related marketing.Analysis of network cause-related marketing and traditional cause-related marketing compared to the prominent features of these features will affect the public awareness of public involvement in network causerelated marketing,and thus affect the public attitude to the enterprise.Based on general characteristics of network marketing activities,we sum up several prominent features of network cause-related marketing,such as interactivity,information presentation,convenience and so on.Based on analysis of network cause-related marketing,combining the theory of psychology and marketing,we examined the relationship between enterprise,social facility and public involved in cause-related marketing.Through the analysis of the relationship between the three,we combed the function mechanism of network cause-related marketing activities and defined the status and importance of public participation in online cause-related marketing activities.On the basis of theoretical argumentation,this paper proves that the theoretical model of regulation is based on the participation of enterprises and public welfare.A total of 562 valid questionnaires were collected from the public questionnaires who participated in the network public welfare marketing activities.The SPSS and AMOS software were used to analyze the validity and validity of the sample data.The structural equation model was used to test the hypothesis,and the medium effect was verified by the Bootstrap method in AMOS and the Multi group grouping method.On the basis of theoretical analysis and empirical research,we draw the conclusion of this study as follow: interactivity,information presentation,subjective norms and public participation in online cause-related marketing have positive impact on attitudes towards enterprise;public participation plays a mediating role in the relationship between interaction,information presentation,subjective norms and attitude towards enterprise;integrating degree of social facility and corporation play a moderating role in the relationship between public participation and attitude towards corporation.The conclusions of this study provide some reference for future related research and play an enlightening role on network cause-related marketing activity of corporation to some extent.