The Influence Of Message Framing On The Purchase Intention Of Transaction-based Cause-related Marketing Products

Cause-related marketing is a strategy for enterprises to cooperate with public welfare undertakings to achieve both commercial and social goals.By making contributions to public welfare,enterprises can establish a good brand image,enhance consumer goodwill and loyalty,and thereby improve market competitiveness.At the same time,cause-related marketing can also help enterprises fulfill their social responsibilities and make contributions to society,and is widely recognized by consumers and charitable organizations.Advertising design and promotion of cause-related marketing is one of the most important elements of cause-related marketing.Based on a consumer perspective,this paper focuses on brand cause-related marketing,links the message framing in cause-related marketing design with consumer purchase intention,and conducts research.This paper constructs a model based on brand attitude as the intermediary variable,and product attributes as the moderator variable,and how the type of message framing affects the purchase intention of cause-related marketing products in the model.The innovation of this paper lies in the counterintuitive theoretical explanation and empirical results compared to the traditional research on strengthening purchase intention through a large number of positive message framing.At the same time,different from the traditional prospect theory,which has limited application conditions and requires more boundary exploration,this paper attempts to establish a robust and counterintuitive logical path for the message framing in the field of cause-related marketing.In addition,there are many antecedent variables of brand attitude,and brand attitude is often used as a result variable in causative marketing,which is interpreted as an intermediary variable in this paper.This paper combines a controlled experiment method and a follow-up questionnaire for research.In experiment 1,a single factor inter subject scenario simulation experiment is used to verify the mediating effect of brand attitudes by manipulating the message framing,using experimental and survey data from 215 consumers,that is,mediating the impact of the message framing(positive vs.negative)on the purchase intention of cause-related marketing products.In Experiment 2,an inter group experiment of 2(information framework: positive vs.negative)X2(product attributes: functional vs.hedonic)was conducted,using experimental and survey data from 413 consumers,and SPSS 26.0 was used for empirical analysis in these parts.The results demonstrate the regulatory mechanism of product attributes,that is,when the message framing(positive vs.negative)matches product attributes(functional vs.hedonic),consumers have a more positive brand attitude,and further positively affect the purchase intention of causative marketing products.The model and all hypotheses have been well validated,which providing evidence for the message framing to enhance brand emotional support.