Research On The Influence Of Fit Type On Customer Value Co-Creation Behavior In Cause-Related Marketing

Cause-related marketing has become a marketing method for enterprises to realize corporate social responsibility,improve corporate image,enhance corporate value,and strengthen user participation and customer management.However,there are inappropriate cause-related marketing methods,which are likely to generate negative evaluation,lead to low participation of consumers and reluctance to communicate.Customer value co-creation is referred as customer engagement that add extra value to enterprises,is one of the most important strategies ensuring the success cause-related marketing.So how can enterprises choose appropriate cause-related marketing methods to improve customer value co-creation? Does the fit type affect the co-creation of customer value in cause-related marketing? No scholars have entered into the in-depth discussion.By combing the existing research results and based on associative learning theory and social identity theory,this paper studies the influence mechanism of fit type on customer value co-creation behavior in cause-related marketing from the perspective of customers,verifies the mediating effect of consumer-company identity,and explores the moderating effect of self-enhancement between fit type and customer value co-creation behavior in cause-related marketing.On the basis of literature collation,this paper proposed research hypotheses,built a research model,collected data through a questionnaire survey,tested the reliability and validity of the questionnaire with the help of SPSS26.0 and AMOS software.The main effect was tested by Structural Equation Model,the mediation effect was tested by Bootstrap method,the moderating effect was tested by hierarchical regression analysis.This paper draws the following conclusions: in cause-related marketing,fit type positively affects customer value co-creation behavior;consumer-company identity plays an intermediary role in the influence of fit type on customer value co-creation behavior in cause-related marketing;self-enhancement plays a positive role in enhancing the relationship between functional fit and image fit and customer citizenship behavior in cause-related marketing;self-enhancement has no significant moderating effect between functional fit and image fit and customer participation behavior.According to the conclusion,the corresponding management suggestions are put forward: enterprises should choose appropriate causative events to deepen the emotional link with customers;enterprises should actively invest in enhancing the sense of identity of consumers;enterprises stimulate consumers to improve themselves by developing different marketing strategies.This paper further broadens the research results in the field of the behavioral path of customer value co-creation caused by fit types in cause-related marketing,enriching the application of associative learning theory and social identity theory.